Shoppers in Hong Kong may not be saving as much as they believe when taking advantage of supermarket buy-one-get-one-free and bulk-purchase promotions, according to a recent consumer watchdog report. The Consumer Council cautioned buyers to compare unit prices rather than relying solely on promotional labels, following a survey of 222 products sold by Aeon, ParknShop, and Wellcome between September 2025 and July 2026.

The council found that some deals advertised as buy-one-get-one-free, "choose any two get one free," or similar bulk-buy promotions did not always offer the expected discounts. In several cases, the single-item price during the promotional period was higher than during regular sales, reducing or negating the potential savings customers might anticipate. This practice led to discounts below the approximate 50 percent consumers may assume these deals provide.

One highlighted example involved a 150-milliliter bottle of sesame oil priced under a buy-one-get-one-free offer at one supermarket. During the promotion, the effective unit price was between HK$10 and HK$11, whereas the pre-promotion single-item price ranged from HK$10 to HK$14. Despite the deal, the maximum discount amounted to around 29 percent, falling short of consumers’ expectations tied to such promotions.

Alaina Shum Jiu-fai, chief executive of the Consumer Council, emphasized the importance of transparent pricing, urging supermarkets to display unit prices clearly to assist consumers in making informed decisions. She also noted that while Hong Kong’s free market permits merchants flexibility in pricing, adjusting prices immediately prior to promotions could undermine consumer confidence.

The findings underscore the need for increased scrutiny of pricing strategies in promotional campaigns to ensure shoppers receive genuine discounts. The council’s report calls on retailers to enhance pricing transparency to better support consumer interests in a competitive market.