Valassis Survey Finds Deals Influence Grocery Shopping

LIVONIA, Mich. — Valassis, a leader in activating consumers through intelligent media delivery, today announced grocery-specific insights from its 2018 Purse String Survey. The survey of more than 6,200 value-seeking consumers reveals grocery shopping preferences and evolving consumer behaviors.

According to the survey, 93 percent of all respondents are interested in finding coupons, coupon codes and deals for groceries – making grocery the top category for deal and coupon-finding. Although most consumers (82 percent) typically use coupons for their routine, weekly grocery shopping trip, nearly half (47 percent) do so for their fill-in trips as well.

With the increasing popularity of e-commerce, 13 percent of respondents say they are buying more grocery items online and having them delivered to their homes compared to last year. This percentage jumps for both dads (23 percent) and Hispanics (20 percent). While another 12 percent of respondents say they are buying more grocery items online and picking them up at the store, millennials and millennial parents are embracing this approach even more, at 20 and 22 percent, respectively.

Retailers have an opportunity to capture even more of these online grocery shoppers, as nearly half (48 percent) of all respondents and 70 percent of millennial parents agreed they would be more likely to shop for groceries online if they could use more coupons. And, while online grocery shopping is an emerging trend, 57 percent of consumers said grocery item availability – perhaps due to both selection and the ability to satisfy an immediate need – makes them more likely to go into a physical store to shop over online channels.

Grocer meal kits represent another opportunity. More than a third (36 percent) of respondents and more than a half (52 percent) of millennial parents would be interested in trying a grocer’s meal kit if offered at a store near them. Additionally, a majority (82 percent) of consumers said they would be more interested in trying a meal kit from a grocery retailer if they offered a coupon.

“Consumers have more options than ever before when it comes to how they purchase groceries,” said Curtis Tingle, Chief Marketing Officer, Valassis. “Whether they shop online, in-store, use a delivery or pick-up service or prepare meal kits at home, it’s critical for grocery retailers to consider shopper preferences. Consumers want deals, convenience and a personalized experience. Grocers who can deliver on these increasing customer demands will win them over and gain their loyalty.”

According to the Valassis survey, shoppers are more likely to buy from a grocery retailer that:

• Rewards their loyalty with personalized offers or discounts (83 percent – and 86 percent for both moms and millennials);
• Makes them feel like a valued customer (67 percent);
• Safeguards and protects their privacy and personal information (58 percent – 61 percent for baby boomers); and
• Provides a consistent experience no matter where/how they interact (54 percent).

For more information on Valassis’ 2018 Purse String Survey, view an infographic with key findings here.

About the 2018 Valassis Purse String Survey

The survey was fielded on redplum.com from May 15 through June 15, 2018. Findings are based on responses from 6,279 value-seeking consumers. This consumer survey has been conducted 10 times since 2008 with a focus on shopping and saving behaviors across a variety of product categories.

About Valassis

Valassis helps thousands of local and national brands tap the potential of industry-leading data through intelligent media delivery – understanding, engaging and inspiring millions of consumers to action with smarter cross-channel campaigns. We’ve been a part of consumers’ lives for decades, introducing new ways to deliver offers and messages that activate them — whether via mail, digital, in-store or the newspaper. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RetailMeNot Everyday is its consumer brand. Its signature Have You Seen Me? program delivers hope to missing children and their families. Valassis and RetailMeNot are wholly owned subsidiaries of Harland Clarke Holdings