John MacDonald: There's nothing special about supermarket specials

I love this idea the Commerce Commission and the Grocery Commissioner have come up with, of supermarkets giving us everyday low prices instead of the ever-changing, so-called “special prices”.  The supermarket specials that really brass me off are the ones where you might see meat in one of the fridges, and they’ll have a sign showing the price per kilo. That means absolutely nothing to me. Maybe there are some shoppers who know all the ins-and-outs of prices per kilo, but I’m not one of them.  The other thing about specials is that, most of the time, it feels like the supermarkets are yelling “special special special” at me, but it doesn’t look like much of a special. I’ll be the first to say that I’m in the lucky position of not having to rely on supermarket specials. That’s a financial thing, but it’s also because I’m no longer at a stage of life where there are three kids at home and where it’s not unusual to kiss goodbye to $400+ a week at the check-out. But I’ve never been one of those people who buy their bananas at one place because they’re cheap and my mandarins somewhere else because their cheaper. And, when I see and hear the ads about specials, they pretty much don’t register with me. And it’s not just because I can afford to pay what I have to pay. And it’s not just because the supermarket shops are cheaper these days because there aren’t three kids living at home. It’s also because I see supermarket specials in the same way I see cafes with signs outside saying “great coffee”. They can tell me what they want as much as they like, but whether I believe it or not is another thing. The other week I went into Pak 'n Save and when I hit the fruit and veg section there was a sign telling me that the 99 cent broccoli heads were an amazing special. I wasn’t that convinced because they seemed pretty small to me, but I grabbed a couple anyway. But as I kept moving around the fruit and veg section, I saw another bin of broccoli heads —again with the sign saying 99 cents a head and “amazing special”— but these things were about twice the size of the smaller ones at the start of the fruit and veg section.  What was that all about?  And it’s little examples like that —as well as the one I mentioned earlier about specials being based on price per kilo— that demonstrate how much of a rort this whole “special” thing is. So I agree with Grocery Commissioner Pierre van Heerden who is saying that doing away with specials and having everyday low prices instead would be more straightforward and transparent.  He also thinks it would allow any new operators coming into the market to put real pressure on the existing supermarkets. I’m not as sold on that bit, because I don’t think there are any foreign supermarket companies interested in coming here. But if he thinks that, that’s fine. The only problem I’ve got with this idea is that it’s going to be voluntary —for now, anyway— whereas I think it should be compulsory. The Commissioner says they’ll give the supermarkets a year or so to get with the programme, but I want to see this happening ASAP. So does Consumer NZ. Its boss, Jon Duffy, says: “We know New Zealanders love a special. We also know there’s not much that’s special about supermarket specials.” He’s spot on there. He says: “Everyday low prices would benefit all shoppers, so would price transparency. Right now, it’s so hard to know what’s a fair price because the prices of certain goods fluctuate so much.” And that’s the nub of it right there. If you go to the supermarket today and see all these signs saying special here, special there, all you can do is take their word that it somehow is a special. And like the sheep most of us are, we think ‘aww, on special…I’ll get a few of those”. But how do we know we are actually getting the best deal?  We don’t. Which is why the Grocery Commissioner and the Commerce Commission think the days of the supermarket special should be numbered. I think so too.See omnystudio.com/listener for privacy information.