New Swiftly Consumer Survey Reveals Nearly 8 in 10 Shoppers Trust Their Local Grocer Over National Giants

Findings highlight how trust in neighborhood grocers—paired with rising digital expectations—is reshaping how Americans plan, shop, and save amid ongoing affordability pressures

SEATTLE--(BUSINESS WIRE)--Swiftly, a leading provider of retail technology and retail media solutions, today released its fourth annual True Cost of a Grocery Shop survey, revealing a powerful and timely advantage for independent and regional grocers: nearly 80% of shoppers say they trust their neighborhood brick-and-mortar grocery store more than national giants like Amazon or Walmart to offer fair, personalized deals.

This trust advantage comes at a critical moment for mid-market grocers. Independent retailers make up more than 98% of all U.S. retail firms (U.S. Census Bureau), yet they continue to face margin pressure, increased consolidation, and intensifying competition from tech-enabled national chains. In a market where digital convenience increasingly shapes shopper loyalty, this durable trust presents a rare opportunity for independents to strengthen their competitive position—if they can pair it with modern digital capabilities that meet rising consumer expectations.

Affordability pressures remain persistent, with 68% of shoppers reporting they still struggle to afford groceries—a strain that has now lasted four consecutive years. This context makes the trust advantage even more meaningful. As consumers work harder to stretch their budgets, they are looking for retailers they believe will treat them fairly and help them save. This sustained pressure is driving shoppers to become more intentional and to search for value in more structured ways. In fact, more than half (55.71%) shop based on discounts and promotions. For independent grocers, this means their trusted position must now be reinforced by digital tools that help shoppers find value quickly and confidently.

This urgency is reflected in how shoppers choose to save. Nearly seven in ten rely on loyalty cards, 71% use coupons to manage costs, and more than one-third use retailer mobile apps weekly—behavior that demonstrates both high digital expectations and an appetite for retailer-led support. While trust remains the local grocer’s greatest strength, shoppers increasingly expect that trust to be reinforced through modern digital tools that make savings easier to find, more personalized, and available wherever a trip begins.

Personalized savings play a similarly critical role. More than half of shoppers plan trips around available discounts, 44% act on personalized recommendations through loyalty programs or digital channels, and 37% will switch brands if a promotion helps them save. These insights reinforce that data-driven engagement—once a differentiator—is now a baseline expectation. For local grocers, this means the trust advantage can only translate into loyalty and trips if it is paired with modern digital platforms that deliver relevant, real-time promotions at scale.

Further reinforcing this shift, more than 65% of consumers say rising food prices would directly change how they shop—pointing them toward the very digital tools that help local grocers activate their trust advantage:

• 48% would use more digital coupons and cashback offers
• 46% would download a retailer app to find the best offers
• 43% would join a grocery loyalty program
• 42% would shop more frequently in-store

These findings reinforce a clear message for independent and regional grocers: shoppers already trust them, and shoppers are highly motivated to adopt digital tools that help them save. By investing in apps, loyalty programs, and personalized offers, local grocers can meet the moment—winning attention, driving trips, and converting trust into measurable growth.

“This year’s findings highlight a defining moment for regional and independent grocers,” said Henry Kim, CEO of Swiftly. “Shoppers are telling us two things loud and clear: they trust their local stores more than national giants, and they expect digital convenience, personalized value, and real-time savings. The grocers who combine these strengths—deep community trust supported by modern digital engagement—will be the ones who lead the next era of grocery. The urgency is clear: technology is now essential to leveling the playing field.”

Sean Turner, CTO and Co-Founder of Swiftly, added: “Trust has always been the competitive edge for neighborhood grocers. What’s changed is how it must be delivered. Today’s shoppers expect savings to be simple, intuitive, and highly personalized across mobile, web, loyalty, and in-store touchpoints. Technology is the infrastructure that enables grocers to honor that trust while delivering value at scale.”

The True Cost of a Grocery Shop 2025 survey was conducted by Swiftly via online survey, gathering responses from more than 1,400 U.S. grocery shoppers ages 18 and older. Participants were not compensated. The survey examines consumer sentiment, affordability pressures, and digital engagement trends.

About Swiftly

Swiftly is a leading provider of retail technology and retail media solutions for retailers worldwide. Founded in 2018, Swiftly empowers brick-and-mortar retailers to build stronger relationships with their shoppers and the brands they carry. With our digital suite, we provide retailers with the technology that engages and delights their shoppers, while enabling brands to reach those shoppers with the personalized content that drives purchases. Trusted by hundreds of iconic brands, Swiftly is leveling the retail playing field and giving retailers the tools they need to compete in today's crowded marketplace. For more information, please visit www.swiftly.com.