NEW YORK — The Consumer Price Index rose 3.8% year over year through the end of April, reinforcing shifts in shopper behavior. Recent data from consumer surveys and platform insights conducted by Inmar Intelligence indicate that inflation has driven measurable changes in purchasing patterns in recent months.
Digital coupon redemption climbed 14% in March and April compared with January and February, reflecting heightened demand for savings. That growth rate exceeded last year’s comparable period by more than 50%, underscoring a continued and accelerating focus among consumers on managing household budgets.
For brands and retailers, the current environment presents an opportunity to strengthen trust by helping shoppers stretch their dollars without compromising on essential products. Companies that deliver targeted, meaningful savings are better positioned to sustain loyalty and deepen engagement.
Inmar data highlights several key trends:
- 70% of consumers report being more careful with grocery spending
- 59% are spending more time searching for deals and savings
- 22% now prioritize low prices over quality
“When redemption growth runs more than 50% higher than the same period last year, it signals that shoppers are not just seeking deals — they are integrating savings into their default shopping behavior,” said Pia Ostos, EVP and president of Martech at Inmar Intelligence. “Brands and retailers that view promotions as optional are misreading the moment.”
Ostos noted that caution has become the baseline for grocery shoppers, with seven in ten taking a more deliberate approach to spending and nearly six in ten dedicating more time to finding savings before making purchases. “Consumers are protecting their budgets the same way they would safeguard any other asset under pressure,” she said.
The data also points to a more lasting shift in priorities, with more than one in five shoppers placing price ahead of quality. “This represents a meaningful and durable change in mindset that brands must plan for, rather than wait out,” Ostos added.
