Ooshies vs Little Shop: which supermarket collectables are more popular?
Some people are going to extreme lengths to secure a full set of mini collectables from the major supermarkets.
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Woolworths partnered with Disney's The Lion King to create a set of movie-themed Ooshies for customers to collect, while Coles brought back their successful Little Shop range with a new set of miniature grocery items.
When both chains launched their collectable promotions at the same time, consumers were forced to pick a side. So which collectable is most sought after?
Jordan Lovelle, who set up a free collectable swapping website Little Swap says the Little Shop items are performing better than the Ooshies on his site.
But Uno Insights has compared consumer data from before and after the collectables craze started, and says Woolies has the edge.
"What we can see is Woolworths is up front, getting consumers to spend more in their stores as well as promoting their brand partners as well," says Tyler Spooner from Uno Insights.
Crunching the numbers, Uno says Woolies has seen a 31 per cent increase in consumers spending over $30, while Coles has seen a 25 per cent jump.
So why exactly do we get excited about collecting mini items?
"We are constantly trying to get that excitement that spurt of dopamine," says Professor of Marketing at Deakin University, Dr Paul Harrison.
"When we get these little spurts of dopamine we actually love it so much and we want more and that's why we keep collecting."