discount stores

discount stores
   Particularly during the recession of 1990–1, shoppers in Britain became more price conscious. Tesco’s ‘pile ’em high and sell ’em cheap’ philosophy had worked at the expense of the corner stores, which all but disappeared; but consumers’ attitudes were now whetted and, leaving Tesco and Sainsbury to compete for the top of the market, they began to seek out even cheaper stores. These were supplied by Kwiksave and Asda, which deliberately targeted working-class consumers who were price-conscious through necessity. These stores employed advertising campaigns aimed at convincing consumers that they were being wise by shopping in such stores. Competition among discount stores increased again when Continental competitors such as Lidl and Aldi entered the market and operated using even greater economies of scale.

Encyclopedia of contemporary British culture . . 2014.

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