Grocery shoppers scan a number of channels to find the best way to save a buck or two. And while digital is a big component of how they find and research such deals, many still take the traditional route—circulars.
These are the latest findings from research, consumer insight and consulting service Retail Feedback Group, which surveyed 1,200 US grocery shoppers—all of whom shopped in a supermarket for food or groceries at least once in the past 30 days.
The fact that more than half of respondents said they looked at circulars at home for deals—instead of turning to digital media—isn’t surprising. Consumers haven’t really completely switched over to using digital coupons. eMarketer estimates that even with the convenience mobile coupons offer, as well as the rise of discount apps, only 53.2% of the adult population will use digital coupons this year.
But while growth in digital coupon usage may be slow, a good number of consumers do find deals online. According to the Retail Feedback Group study, nearly three in 10 respondents said they used digital coupons to find and research promotions, and another 27% did so via digital circulars.