The Polish competition authority, UOKiK, conducted a survey to understand how promotional offers affect consumer behavior in stores. The findings indicate that nearly 70% of Polish consumers consider current promotions when choosing food products, highlighting the significant role discounts play in shopping decisions.

According to the survey, 80% of respondents identified price promotions as a primary factor in selecting physical stores, while 82% cited them as crucial for online shopping, alongside product price and delivery costs. Consumers frequently take advantage of promotions across various product categories, particularly food, cosmetics, household chemicals, clothing, and electronics.

UOKiK President Tomasz Chróstny emphasized that promotions significantly influence consumer decision-making, from initial advertisement exposure to final product selection. However, unclear promotional messages can mislead customers, making transparency essential for retailers.

The survey also revealed that about 40% of respondents enter online stores through promotional ads, with even higher numbers for physical stores. Promotions often lead to unplanned purchases, with nearly 70% of consumers buying food items solely because they are on sale. This 'opportunity effect' is also evident in other categories like household chemicals and clothing.

Despite the allure of promotions, many consumers struggle to understand the actual savings. Approximately 74% reported difficulties comprehending promotional terms, often due to complex conditions like 'buy one, get one free' offers. Respondents expressed frustration over unclear pricing, particularly when promotional prices are highlighted without clear unit pricing.

The survey highlighted a gap between consumer understanding and practical calculation of discounts. Many respondents could not accurately determine the scale of discounts, often defaulting to the percentage displayed without understanding its basis. UOKiK noted that retailers must provide clear information about promotional pricing, as mandated by the Omnibus directive.

In conclusion, the UOKiK survey underscores the need for clearer promotional practices in retail to enhance consumer understanding and protect their rights. The authority encourages consumers to check the lowest price from 30 days prior to a promotion and read the terms of promotions carefully.