Warning supermarket loyalty ‘challenges’ could cause overspending

Jo Rourke, a single mum-of-three from Manchester, told the BBC shoppers “need to act with caution” when it comes to loyalty card challenges or missions.

“The terminology of ‘challenges’ could make it feel like a game and if you are someone who gets drawn into this kind of thing it could be quite dangerous,” she said.

Ms Rourke – who shares tips on how to save money on the food shop on her @thismumcooks social media accounts – said she did not think supermarket challenges would encourage her to do more of her shopping in one store.

“I don’t think it pays to be a loyal customer. I think it pays to shop in all of the supermarkets in your area,” she said.

The average person has loyalty cards for three supermarkets, data from research firm Kantar suggests.