Study: Most moms do grocery shopping in-store but online gaining steam

BY Marianne Wilson

Despite the changing grocery landscape and the growing availability of shopper-friendly technology, moms are still shopping brick-and-mortar retail.

That’s according to a new survey Valassis, whose finding revealed that 52% of moms do most or all of their shopping in-store, compared to 27% of dads. For household items, 50% of moms demonstrate this same behavior, versus 24% of dads.

According to Valassis’ 2K19 Coupon Intelligence Report, 79% of moms said that going to stores with the lowest prices is critical, while almost 60% want to save the most money through the use of coupons and discounts. One-in-three moms cites the highest priority when it comes to grocery shopping is saving time, while over one-in-four says the same about ease and convenience.

But when it comes to HBC items, only 36% of moms opt for brick-and-mortar, compared to 24% of dads. Since over half of moms indicate they need better solutions to save more time (53%) and money (58%), retailers and brands should consider this an opportunity to make improvements, according to Valassis.

“Our data shows brick-and-mortar is still a first stop for moms, although e-commerce is bringing an entirely new level of accessibility and convenience – through innovations like our Add to Cart offering – to modern online shoppers,” said Julie Companey, director – grocery, Valassis. “Moms are balancing the need for speed, convenience and savings. Retailers and brands that can deliver on these three components, while also providing unique, personalized experiences, will help win moms over.”

In other survey results:

• Over one in three moms are increasingly shopping via brick-and-mortar with the added convenience delivery and pick-up options bring.

• 40% have increased their shopping at stores other than their main retailer of choice because they advertise better deals.

• 51% of moms always or very often search online for coupons they can use during their shopping trips.

• As the digital and physical environments continue to blend, approximately one-in-five moms orders groceries online for delivery or in-store pickup.

• Over one-in-four moms now use a smartphone app to scan barcodes as they shop.

• 36% of moms have increased their shopping at stores that offer prepared foods/meals versus last year.

• The same percentage say they are doing more shopping at stores that focus on organic, natural and fresh products compared to last year.


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