Zāmuele: More People in Latvia Are Buying Only Discounted Food

A growing number of people in Latvia plan their everyday purchases around sales and discounts, because food prices have become a significant burden for many. This was stated on the TV24 programme "Preses klubs" by Baiba Zāmuele, a lawyer, business conflict mediation expert and negotiation facilitator. According to her, this kind of shopper behaviour is becoming more and more noticeable in stores.

More shoppers rely on promotions

Zāmuele said that the number of people who shop only when goods are on promotion is simply increasing. In her view, discount offers are one of the tools that retailers themselves use to help people cut their daily spending. This allows shoppers, at least partly, to adjust their purchases to their financial means.

A harsher picture behind the discount signs

However, according to Zāmuele, behind promotional leaflets and discount signs there is also a harsher reality. She said she recently saw an elderly woman in a store carefully calculating how large a piece of meat she could afford. Zāmuele described the situation as sad to watch, with the woman working out how big a piece of chicken to take.

In Zāmuele's opinion, this example shows that for some people buying food is no longer just a choice between different products, but a very precise calculation of the daily budget.

She stressed that it is good when stores offer promotions and chances to buy goods more cheaply. At the same time, in her view, one should not ignore the fact that many residents find it increasingly hard to afford everyday food without such offers.