Upside has released its Consumer Spend Report 2025, powered by more than 10 billion transactions and 11,000 survey responses.
The findings reveal that grocery shoppers are increasingly uncommitted, spreading their spend across more retailers, comparing prices constantly and relying on promotions to stretch their budgets.
The report also finds that some of the investments retailers made to improve accessibility, from expanded pickup options to enhanced loyalty programs, have unintentionally made it easier for shoppers to compare, switch and spread their spend.
“Convenience investments made it easier to meet customers where they were,” said Thomas Weinandy, principal economist at Upside. “But they also lowered the barriers to switching. In 2025, shoppers are spreading their spend with greater frequency – and retailers are feeling that volatility.”
Shoppers visit three-plus stores monthly
The average consumer now shops at more than three different grocery stores per month, an 8 percent increase year-over-year. Three in five grocery shoppers compare prices between stores frequently, reflecting a more intentional approach to everyday spending.
Loyalty still matters to shoppers, but they want more from programs. A majority of shoppers say rewards influence where they buy groceries, yet only about half engage with loyalty programs consistently, signaling room for growth.
Online grocery is expanding the competitive set. Consumers who mix online and in-store channels now spread their spend across more retailers than in-store-only shoppers, opening new pathways to capture incremental trips.
The Washington, D.C.-based company analyzed transaction data and survey responses to identify shifting definitions of value and how retailers’ own investments may be contributing to fragmented shopping behavior.
The report examines how convenience initiatives designed to improve customer experience have reduced friction for shoppers to compare options and switch between competitors. Enhanced digital capabilities and omnichannel offerings provide shoppers greater flexibility to optimize their purchasing decisions across multiple retailers.
About Upside
Upside is a marketplace that connects consumers with brick-and-mortar retailers through personalized offers. Since 2016, Upside’s AI-driven personalization technology has helped millions of people get more purchasing power on the things they need. Billions of dollars in commerce run through the Upside platform every year, and that value goes directly back to retailers, the consumers they serve and toward sustainability initiatives.
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