Tighter Budgets Push Grocery Shoppers Online

The latest research from PYMNTS Intelligence reveals that consumers experiencing financial strain are increasingly turning to online grocery shopping and digital wallets, despite tighter household budgets. According to a survey of 2,108 U.S. adults, those under high financial stress are 6 percentage points more likely to have made their latest grocery purchase online, at 16% compared to 10% among low-stress consumers.

The report suggests that online shopping allows shoppers to calculate their total spending as they add items, providing a sense of control over their spending. Additionally, digital discounts and convenience may also contribute to the shift towards online purchases. However, the research does not definitively establish whether high-stress consumers spend more overall or shop less frequently.

Walmart draws a larger share of shoppers facing financial pressure, with 56% of high-stress online grocery shoppers making their latest purchase at Walmart, compared to 50% of low-stress shoppers. For in-store groceries, the difference is also notable, with 37% of high-stress consumers choosing Walmart compared to 26% of low-stress consumers.

Payment choices also reflect this trend, with 21% of high-stress consumers using a digital wallet for their latest grocery purchase, compared to 8% of low-stress consumers. Retailers and payment providers can leverage these patterns to better serve customers who need greater control over their spending.