Coupon, retail app use on the rise, according to grocery survey

Despite a slowdown in inflation, grocery shopping remains a financial burden for many.

That’s according to a survey by Swiftly, which found that two-thirds of consumers are still struggling to afford their grocery expenses. The number has remained steady since last year's results were revealed.

In other findings, coupon usage has increased 30% compared to last year, along with a rise in retail app and loyalty program engagement. Swiftly found that 82% of respondents use coupons, 64% participate in loyalty programs and 34% utilize retail apps.

Other findings from Swiftly’s “True Cost of a Grocery Shop" include the following:

•More than half (53%) of respondents have adjusted their grocery budgets or shopping habits due to rising interest rates.

•Among respondents with student loan repayments (48%), 28% report an impact on their grocery budgets or shopping habits.

•Seventy-seven percent prefer shopping in-store at local grocery stores, marking a 7% increase from Swiftly's 2022 survey.

“Our survey results show that the current economic environment has cultivated shoppers who are not only more deal-focused but also expect savings from their preferred shopping locations,” said Henry Kim, CEO of Swiftly. “To meet this demand and compete with larger retailers offering lower prices, physical grocery stores must incorporate advanced retail technology tools into their strategies. These tools are essential not just for customer savings, but also for building connections, enhancing engagement and boosting store visits, without which they risk falling behind."

In response to today’s economically driven changes in consumer behavior, retailers have an opportunity to integrate digital tools and strategies to maintain in-store traffic, according to Swiftly. 

 “The shift towards in-person shopping suggests that the costs associated with delivery services and online shopping are outweighed by the desire for in-person experiences,” the company stated. “Brick-and-mortar grocers can bridge the digital and physical retail divide by offering user-friendly apps featuring coupons, tailored recommendations, and loyalty rewards, thereby enhancing in-store traffic, increasing basket size, and boosting overall revenue.”

The survey, involving over 1,500 randomized participants who were not compensated, provides a comprehensive overview of current shopping trends.