Sainsbury’s partners with etiquette experts Debrett’s for a guide to Christmas gift-giving

Sainsbury’s partners with etiquette experts Debrett’s for a guide to Christmas gift-giving


Debrett’s new guide to festive faux pas says a text message thank you isn’t enough; don’t Insta-boast and always bring a bottle for the host – but don’t expect to drink it yourself.

London, 2017-Dec-01 — /EPR Retail News/ — Sainsbury’s has teamed up with etiquette experts Debrett’s to help party-goers through the festive season with a guide to Christmas gift-giving, being the perfect host, and how to win at being a guest.

The guide – alongside research into the worst social faux pas – has highlighted where we’re getting it right (and wrong) over the Christmas period. It has been designed to help the half (56%) of the population who say they feel unsure of festive social etiquette. Generous Britons, millions of whom will gift friends and acquaintances from their hairdressers and postmen to their priests with a bottle of something delicious this Christmas, admit that they feel clueless when it comes to correct gifting protocol.

According to the bastion of British manners, many millions of us will fall foul of what they’ve proclaimed to be etiquette blunders this Christmas: 3 million of us will post pictures of presents to Instagram, 33 million will shun stationery for a text message thank you and 4 million will deconstruct hampers to re-gift their contents.

However, guests will be relieved to know that you “officially” can’t go wrong giving food and drink, as nearly half of those questioned think it’s the safest choice for the widest array of people (49%), and a quarter (23%) say a bottle of booze is their go-to gift for hard-to-buy-for friends and family – above books, clothes, jewelry and electronics. In fact, nearly two thirds (62%) will give an alcoholic gift this Christmas and more than a quarter would like to receive food (27%) or a bottle of drink (29%) over any other gift this Christmas, with posh chocolates and whisky topping their lists.

But, while seven in ten (71%) will follow the guidelines and bring a bottle for their host over Christmas, three quarters who do so (73%) will also expect to drink it. According to Debrett’s, it’s perfectly acceptable for a host to serve a bottle given to them by a guest, but it is the host’s decision to do so so guests musn’t feel offended either way.

Lucy Hume, Associate Director at Debrett’s and author of the guide, said: “Sainsbury’s research shows that many of us are still unsure about the etiquette of giving gifts at Christmas. Thankfully, it might be a whole lot simpler than we think, with the majority of us saying we prefer both to give and to receive items of food or drink. There are still some pointers to bear in mind, however, so we’ve joined forces with Sainsbury’s to help answer those gift-giving dilemmas this Christmas.”

Paul Mills-Hicks, Food Commercial Director, Sainsbury’s said: “We want to help our customers live well this Christmas, and that’s why we’ve teamed up with Debrett’s on this fun guide to help our customers navigate the seasonal social complexities. We know that almost a fifth of Brits buy presents for their friends and family from the supermarket and lots will be gifting chocolates or a bottle of something nice to everyone from their relatives to their postman. We’ve got gifts to suit all budgets and tastes – as well as the all-important thank you notes!”

Sainsbury’s and Debrett’s have created the ten-point plan to help guide anxious shoppers through the socially perilous season.

Sainsbury’s and Debrett’s Guide to Christmas Gift-Giving:

Saying Thank You: The handwritten thank you letter may be on the decline but that doesn’t mean you can get away without a show of gratitude – if there’s no headed stationery available, then digital thanks are better than no thanks at all.

Bringing a bottle: Don’t expect to drink a bottle you bring to a party, but do be prepared to open one you’re given.

Social Strife: Posting presents on social media is bad form, as well as unseemly gloating you could also risk outing a re-gifter.

Re-presenting: A hamper you won’t eat all of? Unfortunately, a re-gifted paté or jar of piccalilli just won’t cut the mustard when it comes to good gift-giving etiquette – splash out and buy them their own biscuits, luxury oils or box of chocolates.

Sweet Treats: Christmas, sadly, doesn’t mean a free-for-all on confectionery for everyone. It’s polite to check with parents before unloading sweet treats on their children.

Alcoholic Alternatives: You can’t go wrong with a bottle of booze, but make sure to put some thought into the choice – with cocktails on the rise, spirits can make a fun alternative to wine or whiskey, but stick to port for those traditionalists.

Bearing Gifts: Always come bearing gifts. A bottle of wine or a box of chocolates are customary but if it’s a longer stay over Christmas think about something more substantial.

All wrapped up: You should wrap food and wine to elevate it from a practical contribution to a thoughtful gift.

Making a match: You can have a go at matching the wine to a meal if going over for dinner, but more importantly, just make sure you bring a bottle.

Media contact:
0207 695 7295

Source: Sainsbury’s

Sainsbury’s expands product offerings with Sushi Gourmet and Patisserie Valerie partnerships

Sainsbury’s expands product offerings with Sushi Gourmet and Patisserie Valerie partnerships


London, 2017-May-01 — /EPR Retail News/ — As part of its commitment to offer customers a distinct and differentiated choice of quality food, Sainsbury’s is trialling a new in-store partnership with luxury patisserie brand, Patisserie Valerie.

  • Patisserie Valerie cakes now available at patisserie counters in 12 Sainsbury’s stores
  • Successful sushi counter trial in 20 stores now extending to another 30 by end of 2017
  • Move demonstrates commitment to offering quality food, choice and convenience

Following a successful 20-store trial, the retailer also plans to roll out a further 30 sushi counters in its supermarkets by the end of the year, bringing the total number of supermarkets with sushi counters to 50.

Customer feedback on the sushi counters already in stores has been very positive with people enjoying the opportunity to buy fresh Japanese Food to Go. Sushi Gourmet’s sushi and teppanyaki is freshly prepared by highly trained sushi chefs in-store and in front of Sainsbury’s customers, using quality ingredients to create great value ready-to-eat products.

As part of the Patisserie Valerie trial, Sainsbury’s will sell branded cakes on patisserie counters in 12 stores for the first time. The delicious handmade cakes and pastries are made and delivered by Patisserie Valerie in the morning and sold in the luxury brand’s own presentation boxes by Sainsbury’s colleagues.

Both the Sushi Gourmet and Patisserie Valerie partnerships give Sainsbury’s customers a wider choice of high quality products at great value and convenience.

Sainsbury’s Food Commercial Director, Paul Mills-Hicks, said, “Working with Sushi Gourmet and Patisserie Valerie, we can offer our customers an even greater choice of delicious, high-quality fresh food in our stores. These two trials are great examples of how we’re maximising our space to offer customers choice and convenience and we know that working with high-quality, trusted brands helps attract new customers to our stores.”

Notes to editors:

Since the end of September 2016 Sainsbury’s has opened 20 branded sushi concessions in the following stores:

Nine Elms, Merton, Godalming, Watchmoor Park, London Colney, Bagshot Road, Ladbroke Grove, Haywards Heath, Milton Keynes, Winchmore Hill, Water Lane, Burpham, Richmond, Wandsworth, Kidlington, Kiln Lane, North Cheam, Warlingham, Harrogate, Mere Green

A range of premium Patisserie Valerie cakes and patisserie is now available at the following 12 Sainsbury’s stores:

Balham, Finchley Road, Merton, Springfield, Cheadle, Kempshott, Chaddesden, Kimberley, Selly Oak, Sedlescombe Road, Wrexham, Oldbury

Sainsbury’s has 425 patisserie counters in stores across the UK.

020 7695 7295

Source: Sainsbury’s


Sainsbury’s commits to offer lower regular prices; phases out multi-buy promotions by August 2016

LONDON, 2016-Feb-12 — /EPR Retail News/ — Sainsbury’s is extending its commitment to offer customers great products and services at fair prices, with the phasing out of multi-buy promotions* across its grocery business by August 2016. Customers will now find even better value at Sainsbury’s with lower regular prices. Sainsbury’s is the first UK retailer to make changes of this scale.

  • Customer research shows multi-buys are out-of-step with today’s shopping habits
  • Value, waste and health are all top of mind for Sainsbury’s shoppers
  • Phasing out of multi-buys is a continuation of Sainsbury’s pricing strategy to deliver lower regular prices
  • Sainsbury’s customers have responded positively to the gradual removal of multi-buys over the past 12 months in favour of lower regular prices

For customers this means that they will have more flexibility to buy what they need, when they need it, because the regular price of those products will be affordable every day rather than when that product is on a multi-buy promotion.

The commitment by Sainsbury’s to phase out multi-buy promotions extends across its full range of branded and own-brand soft drinks, confectionery, biscuits and crisps. By ending multi-buy promotions on these ranges, Sainsbury’s is furthering its commitment to make healthier choices simpler and easier for customers.

Since March 2015 Sainsbury’s has removed more than 50% of multi-buy promotions from its grocery business in favour of lower regular prices, which customers have responded well to.

Sainsbury’s Food Commercial Director, Paul Mills-Hicks, said: “Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time. By replacing multi-buy promotions with lower regular prices, we are making it easier for customers to buy the products they need, in the quantities they need, without having to buy multiple items to enjoy great value.  Since we started simplifying our pricing approach we’ve seen a much greater variety of products in our customers’ baskets, signalling that they like the flexibility to make their own choices.”

Sainsbury’s Marketing Director, Sarah Warby, said: “Careful management of household budgets, a growing awareness of the cost of food waste and more health-conscious living has driven a trend away from multiple product purchasing towards more single item purchasing. We have listened to our customers who have told us that multi-buy promotions don’t meet their shopping needs today, are often confusing and create logistical challenges at home in terms of storage and waste. The commitment we are announcing today will make it easier for customers to shop for the products they love, when and how they choose, safe in the knowledge that they are getting the best value for money all of the time.”

Jane Ellison, Minister for Public Health said: “We need to make the healthy choice the easy choice, and it is good to see a leading supermarket like Sainsbury’s responding as customers become more health conscious. As part of our Childhood Obesity Strategy we will be looking at more ways in which we can support people to live healthier lives.”

Notes to editors

* The vast majority of multi-buy promotions will be phased out across the grocery business in-store and online by August 2016. There will be a few exceptions where multi-buy promotions will be used at certain times of the year.

Core categories where multi-buy promotions have already been replaced by lower regular prices include dairy, canned and packaged goods, meat, fish and poultry.

Customer poll

According to a customer poll led by Sainsbury’s in March 2015, the key frustrations that customers found with multi-buys were that they were:

  • Culturally a little out of step with current attitudes to food and waste
  • Shoppers can feel they are spending more than they need to
  • Shoppers can feel forced into logistical concerns around waste
  • Shoppers can feel forced into logistical concerns around storage
  • Multi-buys feel exclusive to families
  • Multi-buys are one of the key reasons behind surprised by the total at the till
  • Multi-buys can force shoppers into complicated thinking in terms of value calculation
  • High value multi-buys can be polluted by low value single-item deals
  • Research from WRAP shows that consumers generate 4.2 million tonnes of avoidable food waste each year.

Food waste statistics

  • The average UK household with children spends £700 per year on food that could be eaten, but is instead thrown away (according to WRAP).
  • Our recent YouGov research shows 81% of families of four believe they throw away less than £30 worth of food a month, when they waste nearly double that at £58.30 a month, on average.
  • There is a clear ‘food waste gap’ in the UK – 93% of Britons believe they waste less than five meals a month, when on average they waste double that, at 11 meals per month.
  • However, it is encouraging to see that nearly two third of Britons (60%) would rather donate their leftovers or foods close to use by dates to food communities, rather than throwing them in the bin.

For corporate press enquiries please contact or call 020 7695 7295.


Sainsbury’s commits to offer lower regular prices; phases out multi-buy promotions by August 2016

Sainsbury’s commits to offer lower regular prices; phases out multi-buy promotions by August 2016