Consumer Behavior

Coupon, retail app use on rise

Photo: Adobe Stock

January 12, 2024

Consumers are increasingly using coupons, loyalty programs and retail apps, according to a survey from Swiftly.

The report, "True Cost of a Grocery Shop," revealed grocery shopping remains a financial burden for many, with two-thirds of consumers reporting that they struggle to afford grocery expenses.

Respondents further revealed cautious spending affects nearly every aspect of grocery shopping, from item selection to the reliance on discounts, according to a press release on the findings.

Additional findings include:

• 82% of respondents use coupons, 64% participate in loyalty programs and 34% utilize retail apps.
• 77% prefer shopping in-store at local grocery stores, marking a 7% increase from Swiftly's 2022 survey.
• Among respondents with student loan repayments (48%), 28% report an impact on their grocery budgets or shopping habits.
• 53% of respondents have adjusted their grocery budgets or shopping habits due to rising interest rates.

"The ongoing fluctuations in inflation, along with other financial pressures like student loan repayments and rising interest rates, are pushing consumers deeper into debt. Groceries represent a significant portion of consumer expenditure, following housing and transportation costs," Henry Kim, CEO of Swiftly, said in the release. "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."