Regardless of the headlines, consumers are still feeling the pains of inflation across everyday needs, from gas prices to food on the shelves. Valpak® created a questionnaire to survey over 1,400 U.S. adults to get a better understanding of their grocery shopping habits and behaviors. When we asked which types of products people would like to receive coupons for, to put it simply, survey responses were “all of the above.” Grocery stores and brands can use this data to build more effective advertising campaigns.
Grocery Store Survey Key Takeaways
And 9 out of 10 of our respondents chose grocery stores (Kroger, Whole Foods, etc.) as where they buy their groceries most often, meaning that the traditional place where consumers shop remains constant, with much fewer people searching for products at membership warehouse clubs (like Costco), big-box stores (like Target and Walmart) or discount stores (like Dollar General and Dollar Tree).
But Why Do Grocery Shoppers Shop Where They Currently Do?
The answer is not going to shock: 77% chose price in our shopping survey with convenience also a priority at 67%. There’s a clear preference to shop at a local grocery store they trust in a neighborhood they know. Plus, there is a symbiotic relationship between grocers and the areas they serve that advertisers can capitalize on with loyalty rewards, weekly deals for quality items, and more discounts.
Why do you shop for groceries there?
47% of U.S. adults shop at a grocery store / supermarket at least twice a week, and 19% of grocery store customers usually make buying decisions based on which coupons they have on hand (AudienceScan).
“All coupons should be automatically added to a loyalty card and we should not have to search for them.”
Our survey results found that 68% have used rewards programs when they visit grocery retailers, reiterating the emphasis on relationship-building that comes from a high-quality customer experience and loyalty perks.
Delivery Services Popularity Rising
There was a time when online grocery shopping and delivery services seemed like something only the privileged few could afford to do. However, that has changed today, and people are taking advantage of these services more and more. Maybe it’s a better understanding of e-commerce, perhaps more affordable pricing for the services, or maybe it has to do with rewards and loyalty to a brand. Regardless of the reason, trust is building in these convenient services.
What Would You Do For a Coupon?
“It needs to be a one-and-done, like save 15% on frozen foods or 10% off all canned goods or $10 off when purchasing $50 or more. It should also be kept SIMPLE and EASY and NOT frustrating.”
Only 2% of those who answered our survey questions said they WOULD NOT try a new grocery store if offered a coupon, and just 1% WOULD NOT try a different grocery store private label brand if offered a coupon. The chum is definitely in the grocery store water. In reality, people aren’t loyal to grocery stores on the whole. They’re looking for deals, quality, and good customer service.
“With the price of groceries and being on a fixed income and budget, I really have to take time to select items on sale and BOGO from different stores. I used to have coupons come in mail, the newspaper, and stores used to double them. Those days are GONE!! I prefer getting paper coupons because I have some difficulty with ones on my phone. Also, while on the subject, don’t forget about restaurant coupons that offer buy one entree, get one free!!”
When it comes to coupons, 69% of respondents prefer to receive them in the mail and 43% via email. In today’s world, there are many ways to get coupons: mobile apps, store websites, and more. However, the traditional print coupon continues to reign supreme—it’s tactile like paper money, the value doesn’t change, the expiration date and offer are set, and consumers can fold them up or put them on the refrigerator to grab before heading to the grocery store. And once there, it’s simply a matter of handing them to the cashier to be scanned and get that tasty discount.
Top Requested Brands for Grocery Store Coupons
Grocery coupons are the #1 requested type of coupons in the mailbox. Let’s take a deep dive into the top brands consumers want to receive coupons for, starting with skincare.
Of the 5 senses, the sense of smell often evokes the strongest memories, like the smell of the wet blacktop on the playground as a kid or the distinctive calming scent a person from the past would always wear. With skincare brands, the same is often true.
Many household items that people are very familiar with are synonymous with specific brands, such as Clorox (bleach). Brand names and generics often vary in price and a coupon might help one sell better than another. From Kleenex to Windex, there is a desire for in-store and digital coupons almost as much as a need for these household products.
Just thinking about all the different drug brands and the ailments they relieve can give a consumer a fever headache. However, like skincare and household items, many cannot “live without” these products. From parents caring for a child with a cold or flu to putting a Band-Aid on a scraped knee, there is almost always a reason to buy more or stock up on caretaking brands.
“Speaking for myself, since COVID-19 and the incredible rate of inflation, I can no longer buy fresh chicken or ground beef! The prices have pushed me out of the market. I use coupons for my other items, and they are appreciated. I feel very bad for those who have even less money than I do. At least, it is just me. Other people have spouses and children to feed! “
Just about any consumer who has visited a grocery store in the last three years, has noticed the prices from everything from eggs to chicken to meats have become well, pricey. Come to think of it, are we seeing fewer invites to barbecues due to this change in produce production? Who knows, but one thing is sure: some relief in the form of coupons is highly welcome.
Help And Grow Brand Loyalty
There is nothing convenient about Americans having to pick and choose what to buy and what to go without at checkout because of stubborn prices. Yet despite pervasive inflation, there is something else on consumers’ minds other than deals: convenience and loyalty. According to AudienceSCAN®, 28% of grocery store / supermarket customers responded to a direct mail ad or coupon in the past 30 days and 49% in the past 12 months. Plus, a whopping 70% keep and read the ads they get in the mailbox! Businesses that study the data and respond and reward shoppers for loyalty to their brand by offering targeted deals will continue to thrive no matter the economic climate.
Be it shared direct mail, postcards or combining and boosting your campaign strategy with digital marketing, your local Valpak rep is there to help your grocery store / brand capitalize on the channels (like social media ads) most suitable for your needs to achieve your advertising goals.
