DISCOUNT chain Home Bargains is expanding into more affluent areas, as recession-hit customers across all socio-economic groups search for a bargain.
The retailer, owned by Gillmoss-based TJ Morris, is growing at 25% a year.
And the chain numbers towns like Oswestry and Stroud among its recent store openings.
TJ Morris operations director Joe Morris said: “These are towns that people don’t normally associate with our sector.”
But he said current economic circumstances were changing people’s shopping habits. He said: “Money is tight and the demographics of people living longer and being students longer mean there’s a lot of more time-rich, money-poor people around.”
A recent report, backed by the British Property Federation (BPF), claimed that whereas females in the C2, D and E socio-economic groups were the traditional discount store client, shoppers from the more affluent AB groups were now using discount shops.
Mr Morris said he was not aware of a specific increase in AB customers, but added: “We spend quite a lot of money on our shop fit, about £500,000, and we just try and sell the best possible products at the best possible prices in a nice shopping environment.
“If we do that, hopefully everyone will come into the store.”
The BPF report claims discount stores have grown by 60% over the past two years, with just under half their 1,423 shops situated in London and the South-East.
It said traditionally richer areas like Cambridge, Tunbridge Wells, Cirencester, Worcester, Oxford and Stratford-upon-Avon were among new converts to the discount sector.
BPF chief executive Liz Peace said: “The rise has also been fuelled by the demise of Woolworth’s, leaving more prime spots available.”
TJ Morris snapped up 14 former Woolworth stores across the region to convert to the Home Bargains brand.
Ms Peace added: “The increase in discount stores represents a marked change in the psychology of shoppers.
“Rather than shopping for a particular good or commodity, people are going out with a set sum of cash knowing that they will be able to get a specific number of items.”
