Iceland's managing director claims shoppers are asking cashiers to stop scanning items when they reach a certain total as the cost of living crisis continues to bite. Richard Walker, managing director of the Deeside-based frozen food chain, also said that the price of food had already risen by well over 10% on some items.
Appearing on Times Radio discussing how the shopping behaviours of customers had changed in the supermarket as a result of increased cost of living, Mr Walker also said that customers were buying less items. Speaking to presenters Lucy Fisher and Stig Abell, he said: "One interesting metric we often measure is units per basket and we are noticing that people are starting to manage inflation by putting less items in their basket.
"The other thing I’m learning is when people are getting to the till they’re asking the cashier when it gets to £40 to stop and they stop putting items on the conveyor belt, people are definitely very conscious of the price of things."
