The trend: Legislators in several states, including Illinois, Rhode Island, and Pennsylvania, have introduced bills that would prohibit grocery stores from offering digital-only coupons.

The push follows San Diego becoming the first US city last year to ban online-only coupons. Kroger has also introduced paper versions of its weekly digital deals after hearing from shoppers who struggled with online access.

Why it matters: While it’s unclear whether these bills will ultimately become law, the momentum reflects mounting frustration with a practice many consumers view as exclusionary. Digital-only deals often require shoppers to download a retailer’s app, log in, have Wi-Fi access, and manually “clip” coupons before checkout.

That friction disproportionately affects the shoppers most sensitive to grocery prices—particularly seniors and lower-income households that may lack reliable internet access or technical fluency. In effect, the very consumers retailers aim to attract with discounts may be the least able to access them.

Implications for retailers: The regulatory pressure signals a broader shift in expectations around accessibility and fairness in pricing. Retailers that rely heavily on app-based promotions risk alienating customers—and potentially facing compliance headaches—if they don’t adapt.

Rather than waiting for legislation to drive them to change, retailers could follow Target’s lead by automatically applying eligible discounts at checkout or offering easy in-store alternatives to digital clipping.

Coupons are designed to reinforce value and drive traffic. But when accessing those savings feels complicated or inequitable, retailers undermine their own value proposition and may push shoppers toward competitors offering simpler, more transparent deals.

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