Cheap chocolate bars and value brands have replaced branded products on one Brighton shop’s shelves – in a bid to keep customers.
K&A News in St George’s Road in Kemp Town has lowered its prices in a bid to attract shoppers hit by the recession – and the bargain products have become top-sellers.
Vrajesh Patel, who owns the store, said it is the way to keep cash-strapped customers shopping at independent stores.
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He has introduced large 50p chocolate bars and 35p energy drinks by budget brand Euro Shopper after noticing customers losing interest in more expensive products.
Michael Lower, 46, a sales assistant at K&A News, said: “We have seen a change in spending patterns – people aren’t spending as much as before.
“Our sales have gone down because everyone is struggling in the current economic climate.
“Now, people don’t care about the brand – only the price.
“To stay afloat, you need to offer a price that people can afford – the cheap chocolate and energy drinks have become best-sellers.”
Mr Lower also said that stocking price-marked quality products has helped to increase sales.
He said: “We now buy in as many price-marked goods as possible. Customers see the cost and make their decision based on that.
“To get a good price on quality brands like Cadbury the product will often be a reduced size or weight. Customers seem to either not notice – or not mind – that the product is smaller.”
Mr Lower said that independent retailers must drive down prices to contend with supermarkets.
He added: “To compete with major shops like Asda, we need to offer prices that are just as low.”
He urged shoppers to help keep local businesses afloat.
“We will lose our town centre if people stop buying in independent shops,” he warned.