Martin Lewis has told shoppers to race to their local supermarket before Christmas and take advantage of their cheap vegetables. As Christmas nears closer, most big-name stores will be cutting their prices down to 15p in an attempt to make Christmas dinner more affordable amidst the cost of living crisis.
Some may be keen to buy ingredients well in advance, the finance guru told people to hold off on buying veg until the supermarkets drop their prices - some of which have already started. Manchester Evening News reported Martin spoke on his BBC podcast before heading off on his Christmas break, explaining why the supermarkets were dropping their prices so much.
It can be described as a 'loss leader strategy' - which means the retailers actually lose money from the low prices, in the hope shoppers are attracted by this and purchase other things that have not been discounted. Aldi, Sainsbury's and Lidl have already announced their loss leader dates and others such as Tesco, Asda and Morrisons are expected to soon.
