With the rise in prices, Americans are beginning to change their shopping habits. To save money, people are abandoning the traditional “one-stop” shopping method and instead opting to purchase groceries from different stores, leading to an 8% increase in the frequency of consumers visiting various retailers.
According to a report by The Wall Street Journal, data from the research firm Numerator shows that from March 2023 to February 2024, Americans on average shopped for groceries at 20.7 different stores, marking a 23% increase compared to the same period in 2019-2020.
Analysts suggest that aside from visiting more stores, shoppers are also venturing to cheaper areas for their purchases and actively participating in various promotional activities.
Some individuals are now embarking on grocery treasure hunts in different locations. As grocery expenses reach a thirty-year high in household budgets, more people are choosing to drive to urban areas in search of deals.
Every Sunday in Tampa, Florida, Lorin Augeri sits at her kitchen table, meticulously planning meals for her family of four and deciding where to purchase each ingredient.
Augeri, who works for a travel company, aims to keep grocery spending below $250 per week, requiring her to shop at various stores like Costco, Target, Publix, and Sprouts.
“I still want to buy other things, but we have to be very careful with our spending,” the 35-year-old says.
Consumer research experts and retail analysts note that food prices have increased by 21% over the past three years, leading to the trend of “multi-stop shopping.” Overall, grocery store visits have increased by 8% compared to the previous year, with shoppers purchasing fewer items per visit.
Data from the U.S. Department of Agriculture reveals that in 2022, the proportion of household food expenditure at traditional supermarkets decreased from 69% in 2017 to 66%.
Roger Beahm, a marketing professor at Wake Forest University School of Business, highlights that some food retailers are now focusing on differentiated operations, rather than aiming to cater to all needs in a single location.
“Retailers are identifying specific categories they excel in and are offering high-quality products,” Beahm says.
Discount grocery store Lidl aims to provide customers with the best prices to attract long-term clientele. Frank Kerr, responsible for the brand’s customer experience, states, “We aim to promote many items at cost or lower to meet customer preferences.”
Stores are also emphasizing their own brands, typically offering cheaper alternatives. Sales of store brands have increased by 15% compared to the previous year, according to AlixPartners.
Michelle Young from Brooklyn, New York, used to shop at nearby stores for groceries. However, organic whole milk at a local corner store now costs over $6 per half gallon.
With a young baby, the Youngs now rely more on Target, where a gallon of milk is usually $2 cheaper. They also frequent grocery stores around their second home in Berkshire or visit family on Long Island.
Young’s husband, Augustin Pasquet, now prefers to buy local eggs and meat directly from farmers in Massachusetts. With food prices soaring, purchasing fresh produce from small farms has become more economically viable.
Flight attendant Bahadir Senyurt has taken the spirit of “grocery traveling” to the extreme. His latest finds include $7 pink wine from Paris, priced at $17 in Trader Joe’s, $2 European dishwashing liquid sold for $15 on Amazon, as well as packaged coffee, pasta, olive oil, and bread.
“Before heading out, I check the pantry to see what we’re running low on and buy during my travels,” the 48-year-old says.
Last fall, market research company Advantage Solutions surveyed 8,017 American consumers, with about two-thirds stating they now heavily rely on store coupons, compared to only 33% in 2021.
Only recently did Lorin Augeri of Tampa start paying attention to coupons, turning shopping and promotions into a game with her two young daughters, seeing how much they can save together.
“The other day, we saved $60, and we were all screaming,” Augeri shares.
In Houston, 34-year-old Ashley McGeary has a different approach. She has ditched shopping lists, focusing solely on discounted items. Working for an energy company, McGeary visits local stores every other day to take advantage of various discounts.
“My shopping habits have become more flexible, and I’m eating more seasonal foods, which I believe is healthier,” she says. “It feels rewarding to still feel like I’ve scored something.”