Nearly eight out of ten consumers trust independent supermarkets more than Amazon or Walmart to offer fair, personalized deals.
This trust isn’t intuition or nostalgia. It’s the central finding of the national survey True Cost of a Grocery Shop, published by Swiftly, a retail technology provider.
Trust, the intangible asset that big chains have tried to buy with algorithms and memberships for years, still thrives naturally in local stores. Yet the data makes one thing clear: trust alone is no longer enough.
Four years of pressure, and shoppers are still tightening their belts
68% of consumers still struggle to pay for their groceries, and this situation has persisted for four consecutive years. In this context, every store visit becomes a calculated decision.
55% of respondents say their purchases depend directly on available discounts and promotions. Additionally, 37% switch brands without hesitation if a deal represents real savings.
Today’s shopper isn’t impulsive; they’re strategic. And they choose the retailer that helps them win the weekly budget battle.
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The advantage of independent supermarkets must not be wasted
“Shoppers are telling us two things very clearly,” said Henry Kim, CEO of Swiftly. “They trust their local supermarkets more than national giants, and they expect digital convenience, personalized value, and real-time savings.”
Independent supermarkets account for more than 98% of all retail businesses in the United States. They hold consumer trust. They offer proximity. What they need now is technology to turn that relationship into measurable loyalty and sustainable profit margins.
The advantage exists, and so does the moment to use it.
Digital is no longer optional for independent supermarkets
Here’s the turning point every independent retailer must confront: consumers expect digital experiences comparable to those of big chains. Yet they also expect the personal touch that sets the local store apart.
- 7 out of 10 shoppers use loyalty cards to track their spending.
- 71% use coupons regularly.
- More than a third access supermarket mobile apps weekly.
- 44% act on personalized recommendations from loyalty programs or digital channels.
Rising prices further accelerate this digital adoption. More than 65% of consumers say higher prices will change the way they shop. Among the actions they plan to take:
- 48% will use more digital coupons.
- 46% will download grocery apps to compare prices.
- 43% will sign up for loyalty programs.
The conclusion is clear: consumers already want to interact with their local store digitally. The question is whether independent supermarkets are ready to welcome them.