9 in 10 Americans Are Changing How They Shop for Groceries to Save Money — Even High Earners
Nicolette Baker
5 min read
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Key points
LendingTree survey found that 88% of Americans have changed their grocery shopping habits in response to inflation, with 44% choosing generic or store brands and 38% avoiding impulse purchases that weren’t on their original list.
Financial pressure is widespread, as 61% of consumers say they feel stressed about affording groceries and 59% report dining out less frequently to manage costs. Beyond that, 55% say their approach to tipping has changed.
These changes are consistent across demographics, with 91% of women and 85% of men reporting altered habits. Even 85% of households earning more than $100,000 say they have adjusted their food shopping behavior.
If you’ve been painfully skipping that impulse treat at the grocery store, you’re not alone.
Nearly 90% of consumers are re-evaluating their grocery trips due to rising inflation, according to a new LendingTree survey. The study, commissioned by the North Carolina-based loan marketplace, examines how Americans are approaching food shopping these days. LendingTree's chief credit analyst, Matt Schulz, notes that key statistic — 88% of Americans — is a significant sign of change.
“People are pretty brand-loyal when it comes to grocery stores, and they tend to be creatures of habit when it comes to where they shop and what they prefer,” Schulz tells Food & Wine. “When inflation is rising, budgets get tighter and you have to make some decisions and sacrifices.”
In the study, respondents shed light on topics ranging from grocery affordability to evolving attitudes toward tipping. Approximately 60% of Americans express concern about affording groceries due to inflation.
To reach these results, LendingTree engaged the survey firm QuestionPro to poll more than 2,000 consumers across the country. (As with most studies, the sample was normalized to represent the population.) This survey was conducted over four days in early January, so there’s a good chance that consumers feel even more strained in today’s uncertain economic environment.
Shoppers are switching up their grocery runs
A whopping 88% of Americans say they’ve changed their grocery routines to save money, which is up from 85% in 2022, as LendingTree highlights. Around 44% are opting for store or generic brands, while 38% are resisting impulse purchases that weren’t on their original lists. (A major hit for “little treat culture,” it seems.)
As the study shows, there’s also a slight difference by gender: 85% of men report changing their habits, while 91% of women say the same. This is true even among high earners, as the survey reveals — a whopping 85% of respondents making more than $100,000 said they’re changing their grocery habits.
At checkout, 44% pay by debit card. Approximately a quarter (25%) of participants say they use a credit card, while 16% pay in cash. The remaining 14% use SNAP benefits via an EBT card.
Courtesy of LendingTree
Restaurant meals are a no-go zone for many
With 61% of people reporting stress over affording groceries, there may not be much wiggle room in the budget for dining out. Approximately 59% of respondents indicate they are eating out less frequently these days. Nevertheless, 87% of those surveyed claim they dine out once a week or less, while 22% say they haven’t eaten out in the past month.
When they do splurge, Americans may also be changing their approach to tipping. About half of consumers — and 72% of Gen Z — say inflation has affected their tipping habits. Nearly 30% report tipping less than usual.
Courtesy of LendingTree
What consumers are doing to navigate price increases
If you’re feeling the strain from rising inflation, there are a few ways to reduce that final bill.
Buying staples in bulk — perhaps at warehouse retailers like Costco or Sam’s Club — can help shave a little off your checkout total. Shoppers save an average of 27% when they buy larger quantities, per a previous Lendingtree study. (Non-perishable household supplies, like paper towels and batteries, can help you save the most.)
You might also consider shopping around for the best credit card deals, as Schulz explains. If used correctly, credit cards can help you accumulate points and discounts, as well as build a stronger credit score. A weekend side gig—or, in the best-case scenario, a raise at your full-time job—might also help cover any budget gaps.
Overall, this study portrays an evolving picture of Americans’ concerns regarding inflation and the economy as a whole.
How to save on groceries without switching stores
If you’re feeling the squeeze but aren’t yet ready to switch grocery stores, there are several cost-cutting avenues to explore. Experts at LendingTree suggest creating a concise budget — but you might also consider adding extra stops to your grocery run or thinking outside the box when picking up steak.
Establish a clear budget by assessing your current income, defining your personal finance goals, and determining your monthly food expenses.
Explore better deals at your favorite grocery store — for instance, you’ll often find lower prices on uncut packages of meat at Costco. All you need to do is break down the meat into single portions yourself.
Make a stop at your local farmers market part of your regular routine and get to know which produce is currently in season, because they’ll likely be more cost effective.
Consider apps like Flashfood or Misfits Market for purchasing less-than-perfect produce at a discount, as ex-Wall Street trader Vivian Tu recommends. If you’re skipping dining out but still craving a restaurant meal, consider using TooGoodToGo — an app that lets you buy meals from restaurants at a steep discount.
