Winn-Dixie looks to keep prices ‘Down Down’ this spring

Winn-Dixie has kicked off its latest “Down Down” campaign, which serves up deeper discounts on selected items among the supermarket chain’s most-shopped products across the store.

Under the Down Down program, customers can save more than 15% on average by purchasing items highlighted by the pointing red hand graphic on signs and tags, said Jacksonville, Florida-based Southeastern Grocers, Winn-Dixie’s parent company.

Discounted products for the spring include fresh produce and dairy items, pantry staples, frozen appetizers and meals, snacks, health and beauty care and household cleaning supplies. The Down Down savings extends to both national brands as well as private-label SE Grocers products, including grocery items such as petite diced tomatoes, oven-roasted deli chicken, sour cream, fruit snacks and old-fashioned oats.

According to Dewayne Rabon, chief merchandising officer at Southeastern Grocers, Down Down is designed to help customers get more for their money on frequently purchased items.

“We know saving money without sacrificing quality is a top priority, and we are committed to helping our customers stretch their hard-earned dollars,” Rabon said in a statement. “Through our signature Down Down program, with prices that are down and staying down, we strive to make it easy for busy shoppers to maximize value on their grocery budgets.”

Winn-Dixie shoppers buying groceries online also have access to Down Down pricing. Customers can place orders via the chain’s website or app for two-hour delivery or curbside pickup from their local store. For a limited time, orders of $35 or more will automatically receive free delivery or pickup.

Along with purchases of Down Down products, Winn-Dixie shoppers can optimize savings via the Winn-Dixie Rewards loyalty program in the chain’s mobile app, the grocer said. The program offers points that can be redeemed for dollars off groceries, as well as Mystery Bonus point multipliers and personalized “rewards Boosters.”

Overall, Southeastern Grocers operates about 420 supermarkets under the Winn-Dixie, Harveys and Fresco y Más banners in Florida, Alabama, Louisiana, Georgia and Mississippi.

“At our local Winn-Dixie stores and online, our neighbors can trust they will find top-quality items at winning prices,” Rabon added.

Southeastern Grocers introduced Down Down in 2016, offering lower everyday prices on more than 400 frequently purchased items at Winn-Dixie and the former Bi-Lo stores. After the program’s first year, the retailer reported that nearly 98% of customers bought Down Down items in their weekly shop, and households spending about $500 per month for groceries at Winn-Dixie and Bi-Lo stores saved $700 to $1,000 in 2016 compared with 2015 because of the price reductions.

Though inflation recently has relaxed a bit across sectors, food-at-home pricing remains elevated—and shoppers remain sensitive to high grocery bills.

A survey of 1,000 consumers for Inmar Intelligence’s 2023 Spring Trends Guide found that 88% of respondents think inflation will affect their grocery purchases this spring. In turn, 34% plan to buy fewer items overall, and 29% will use more coupons and discounts. Specifically, 70% consumers indicated they will rely on coupons for spring purchases, while 80% are willing to share personal data with brands and retailers in exchange for discounts, better experiences and greater value, Inmar reported.

“Inflation throughout 2022 caused financial stress for many shoppers, and that will continue to influence how they approach purchases this spring,” stated Rob Weisberg, executive vice president and president of incentives and loyalty at Winston-Salem, North Carolina-based Inmar. “This year, brands will see even more shoppers hunt for savings. By combining their incentives and media, they can make it easy for shoppers to find savings, not only helping boost seasonal sales but also building loyalty.”

In the latest Consumer Price Index report, the food-at-home CPI for January showed an 11.3% year-over-year gain, down from 11.8% in December and 12% in November, according to the U.S. Bureau of Labor Statistics. Month-to-month, the food-at-home index grew 0.4% in January, compared with upticks of 0.5% uptick for December and 0.6% for November and marking smallest monthly increase since December 2021.