Grocery shoppers continue relying on loyalty programs, apps for discounts
Consumers are still feeling the pinch of high prices at the grocery store.
That’s according to a new survey from Swiftly, which found that 68% of shoppers say they still struggle to afford groceries. To help stretch their budgets, nearly seven-in-10 consumers rely on loyalty cards at the grocery store, while 71% use coupons to manage costs, and more than one-third use retailer mobile apps weekly.
More than half of shoppers plan trips around available discounts, according to the survey, while 44% act on personalized recommendations through loyalty programs or digital channels, and 37% will switch brands if a promotion helps them save.
Notably, nearly 80% of shoppers say they trust their neighborhood brick-and-mortar grocery store more than national giants like Amazon or Walmart to offer fair, personalized deals.
“This year’s findings highlight a defining moment for regional and independent grocers,” said Henry Kim, CEO of Swiftly. “Shoppers are telling us two things loud and clear: they trust their local stores more than national giants, and they expect digital convenience, personalized value, and real-time savings. The grocers who combine these strengths – deep community trust supported by modern digital engagement – will be the ones who lead the next era of grocery. The urgency is clear: technology is now essential to leveling the playing field.”
Nearly two-thirds (65%) of consumers say rising food prices would directly change how they shop. Forty-eight percent said they would use more digital coupons and cashback offers if prices continued to rise, while 46% would download a retailer app to find the best offers, 43% would join a grocery loyalty program, and 42% would shop more frequently in-store.
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Swiftly says that the survey findings reinforce the need for grocers to adopt digital tools that help consumers save.
“Trust has always been the competitive edge for neighborhood grocers,” said Sean Turner, chief technology officer and co-founder of Swiftly. “What’s changed is how it must be delivered. Today’s shoppers expect savings to be simple, intuitive, and highly personalized across mobile, web, loyalty, and in-store touchpoints. Technology is the infrastructure that enables grocers to honor that trust while delivering value at scale.”
The True Cost of a Grocery Shop 2025 survey was conducted by Swiftly online, gathering responses from more than 1,400 U.S. grocery shoppers ages 18 and older.
