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1975: Could you do your food shop just once a year?

LONDON – In an era defined by soaring prices and economic uncertainty, one British couple adopted a radical strategy to shield their household budget from the ravages of inflation: they decided to do their entire year's grocery shopping in a single, monumental trip. A 1975 BBC Nationwide report captured this extraordinary feat, offering a stark reminder of how financial pressures can fundamentally reshape the most routine aspects of daily life.

The scene, broadcast on February 5, 1975, was a logistical marvel. A borrowed van, multiple shopping trolleys overflowing with goods, and supermarket staff enlisted to help haul the bounty to the car park. The final bill for a year's worth of non-perishable supplies came to £122.

For the couple, this was not a gimmick. It was a calculated financial hedge. By purchasing a year's supply of tinned goods, dried foods, and other household staples upfront, they aimed to lock in 1975 prices and watch their savings grow as inflation inevitably pushed the cost of those same items higher throughout the year.

The Annual Shop: A Breakdown

The couple's strategy was a direct response to the economic environment. The one-time shop was a significant undertaking, requiring meticulous planning and considerable short-term outlay.

• The Cost: £122, equivalent to more than two weeks of the average male weekly wage at the time (approximately £54). This represented a major capital investment for a typical household.
• The Logistics: The sheer volume of goods required borrowing a van for transport. The images of multiple, heavily-laden trolleys demonstrated that this was well beyond the scope of a standard family car.
• The Gamble: The core assumption was that the rate of inflation would outpace any potential return from saving that £122 in a bank. By owning the physical goods, they were effectively holding assets they expected to appreciate in value relative to cash.

The Economic Backdrop: Britain's Inflation Crisis

To understand the logic behind this annual shop, one must understand the economic turmoil of mid-1970s Britain. The period was not just one of mild price increases; it was a full-blown crisis that eroded savings and squeezed household incomes.

The UK economy was grappling with the aftermath of the 1973 oil crisis, widespread industrial action, and a volatile global market. This combination created a perfect storm for hyperinflation.

• Rampant Inflation: The couple's fears were well-founded. In August 1975, just months after the broadcast, the UK's Retail Price Index (RPI) inflation peaked at a staggering 26.9%. The annual rate for 1975 was 24.2%, a level unseen in modern times.
• Wage Squeeze: While wages were also rising, they often struggled to keep pace with the dramatic cost-of-living increases. This meant that the real-terms purchasing power of the pound in a worker's pocket was consistently shrinking.
• Economic Uncertainty: The "Crisis of the 70s" was characterised by a deep sense of national economic instability. For consumers, this translated into a lack of confidence in the future value of their money, prompting unconventional strategies like the annual shop to preserve wealth.

A £122 Gamble: Analysing the Numbers

The couple’s £122 investment was a direct bet against the pound sterling. Had they left that money in a standard bank account, its purchasing power would have diminished by nearly a quarter over the subsequent 12 months. By converting cash into goods, they effectively secured a year's supply at a fixed cost.

Looking back, the financial logic holds up. The value of their purchase, in terms of what it would have cost by early 1976, would have been significantly higher than the initial £122 outlay.

• Today's Value: To put the £122 figure into a modern context, its equivalent purchasing power today would be approximately £1,350, according to the Bank of England's inflation calculator. This highlights both the scale of their investment and the immense inflationary pressures of the time.

The Evolution of Grocery Shopping

The 1975 strategy stands in stark contrast to modern consumer behaviour. While bulk-buying clubs exist, the concept of a single annual shop for all non-perishables seems alien to today's "just-in-time" culture of consumption.

Several factors have driven this evolution, fundamentally changing our relationship with food procurement and household management.

• 1975 Consumer: The focus was on price stability and securing staple goods. Shopping was a functional chore, and the variety of products was limited compared to today. Tinned and dried goods formed the backbone of household pantries.
• Modern Consumer: Today’s shopper prioritises convenience, freshness, and choice. The rise of 24-hour supermarkets, online delivery, and a global supply chain has made frequent, smaller shopping trips the norm. Diets have shifted to emphasise fresh fruit, vegetables, and chilled foods—items impossible to purchase a year in advance.
• The Supermarket's Role: In 1975, the supermarket was a place of relative simplicity. Today, it is a complex ecosystem offering not just groceries but banking, cafes, pharmacies, and an immense diversity of international foods, catering to instant gratification rather than long-term stockpiling.

The Bottom Line

The story of the £122 annual shop is more than a quirky piece of television history. It is a powerful case study in consumer ingenuity and a direct reflection of a nation under severe economic duress.

It serves as a potent reminder that everyday behaviours—even something as mundane as a trip to the supermarket—are profoundly shaped by the macroeconomic environment. As consumers today face renewed concerns over inflation and the cost of living, this snapshot from 1975 illustrates the extraordinary lengths people will go to in order to protect their financial stability in uncertain times. While the method may be dated, the motive remains timeless.