Americans spend a larger share of their grocery budget at independent stores than in any other retail category, according to a new survey from OnDeck in partnership with research consultancy Censuswide.
The finding underscores the enduring role independent grocers play in local economies even as consumers navigate an era of online convenience and corporate scale.
The survey of 2,000 U.S. consumers found that respondents estimate spending 37 percent of their grocery budget at independent, locally owned stores — the highest proportion of any shopping category measured in the study. On average, consumers reported spending $2,298 annually on groceries from independent vendors, 1.5 times more than the second-largest category, restaurants ($1,489).
Overall, the average consumer surveyed spends $11,740 annually shopping at independent businesses, making an average of 128 purchases per year. Millennials (ages 29-44) lead all generations with 158 local purchases annually and an estimated $19,173 in annual local spending – 4.7 times the amount reported by Baby Boomers ($4,077). Gen Z spending patterns were nearly identical to millennials in purchase frequency at 155 annually.
The primary motivation for shopping local is economic impact. Nearly half of respondents (48.2 percent) cited “help the local economy” as a top reason, followed by access to unique products (41.9 percent) and supporting local entrepreneurs (39.3 percent). Environmental benefit ranked lower at 13.5 percent, despite the documented advantages of shorter supply chains and reduced transportation emissions.
Looking ahead, consumers plan to increase local spending in 2026. The average respondent expects to spend 11.9 percent more at local restaurants this year. Christmas remains the event driving the most independent spending, with the average respondent spending $299 locally during the holiday season and planning to increase that by 14.2 percent in 2026.
Geographic patterns show consumers in New York (153 annual purchases), Miami (152) and Los Angeles (150) shopping locally most frequently.
Data was collected between Dec. 11-18 from a nationally representative sample of 2,000 U.S. residents ages 18 and older. Censuswide conducted the research following Market Research Society and ESOMAR principles.
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