Many Grocery Buyers Shop Frequently Because of Promotions - eMarketer
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Many Grocery Buyers Shop Frequently Because of Promotions

Consumers across all generations check digital circulars

April 26, 2016

Promotions in weekly circulars can drive purchases at grocery stores, according to February 2016 research. In fact, more than a third of grocery buyers shop at a store frequently because of these offers.

Frequency with Which US Grocery Buyers Shop at a Specific Grocery Store due to Promotions*, Feb 2016 (% of respondents)

Market Force Information surveyed 10,025 US internet users ages 18 and older. Some 38% of respondents said they shop frequently at a specific grocery store due to promotions. And, 35% of US grocery buyers shop occasionally because of them.

Additionally, nearly a quarter of respondents said they shop at specific grocery stores almost always because of promotions. Only 3% of grocery buyers said they never do.

Digital Grocery Shopping Activities Conducted* by US Grocery Buyers, by Generation, Aug 2015 (% of respondents in each group)

Shoppers continue to rely on circulars for their grocery buying needs. Indeed, checking circulars is the No. 1 digital grocery shopping activity, according to August 2015 research from The Retail Feedback Group.

While Gen Xers and boomers like checking digital circulars the most, millennials prefer building their grocery lists.

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