The data: More consumers are purchasing their prescription medications at big-box and online pharmacies, while fewer are using drugstore chains like CVS and Walgreens, according to a March 2026 CivicScience survey of 4,000 US adults.

• 21% said they most often fill their prescriptions at a big-box pharmacy (e.g., Target, Walmart), up from 16% in 2024. However, it’s worth noting that CVS Health operates all pharmacies located inside Target stores.
• 40% most often go to a standalone retail chain, but that’s down from 46% in 2024.
• 8% most commonly choose an online-only pharmacy like Amazon, up from 6% in 2024.

Why it matters: Consumers are taking more medications than in previous years, creating a sizable opportunity for pharmacy players to attract and retain customers.

• Some 69% of respondents said they now take at least one prescription drug every day, up slightly from 68% last year.
• The share of people taking 2+ prescriptions (54%) is up two percentage points from 2025.

However, medication users are choosing where to fill prescriptions based on a range of factors beyond familiarity or past use.

• 28% said they’re choosing based on physical convenience.
• But other considerations play a role for many people, including insurance coverage (25%), where they shop for other items (9%), perceived customer service (8%), trust in pharmacists (8%), and delivery options (8%).
• Far more single-medication users (32%) than those with multiple prescriptions (14%) report going to big-box pharmacies, suggesting those with simpler medication needs may prioritize the ease of picking up their Rx at places where they already shop.

Implications for pharmacies: Mass pharmacy closures by CVS and Walgreens have accelerated the decline of traditional drugstore chains. Retailers must now pivot to meet changing consumer demands, as shoppers increasingly value out-of-pocket savings and bundled services more than brand names.

Pharmacies that have lost some market share due to declining retail sales and competitive pressures must ensure that in-person customers aren’t saddled with long wait times while clearly promoting medication discounts—especially for patients without insurance or those bearing higher costs under high-deductible plans. Across the board, pharmacies should prioritize fast delivery and strengthen digital tools so customers have the option to easily manage multiple medications through apps.

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