Inflation has forced grocery shoppers to rethink frequency: many are taking fewer trips but buying more per visit. A study cited that while trip frequency dropped slightly, basket size rose significantly.
Consumer research also shows that 66% of U.S. consumers shop in‑store at least once a week. Rising food costs mean shoppers want to maximize value per visit—making the weekly shop more appealing.
Technology and budgeting reinforce the trend
- AI‑assisted meal planning and shopping lists: With apps and digital services, shoppers can plan for a full week, set budgets, compare unit prices and avoid frequent small trips.
- Loyalty insights & smart promotions: Retailers can incentivize larger weekly trips via tiered offers, bundle deals and pickup/delivery discounts tied to basket size.
- Omnichannel pickup & delivery convenience: Even if shoppers still buy weekly, their method may shift—using digital ordering with store pickup or curbside to simplify the big‑shop execution.
What it means for omnichannel grocery retailers
- Retailers should adjust merchandising and stocking strategies to cater to “big trip” dynamics: bulk packs, multi‑package deals, full‑basket fulfilment in pickup/delivery.
- Fulfilment and logistics must support heavier orders with fewer fulfilments, optimizing routes and warehouse/flow accordingly.
- Marketing should emphasise value, planning and convenience rather than just speed—positioning the weekly trip as efficient and cost‑effective.
- Channel‑mix planning: With fewer trips overall but bigger visits, digital and in‑store strategies must align to capture the large‑basket consumer.
Actionable insights
- Review customer data to identify whether trip frequency is falling and basket size rising in your region; adjust fulfilment and assortment accordingly.
- Promote weekly‑shop friendly formats: Easy‑pack bundles, meal kits, replenishment packs and subscription services.
- Leverage omnichannel: Offer flexible pickup/delivery options for large‑basket orders, emphasising convenience around the weekly shop.
- Communicate value: Use messaging that emphasizes savings, planning and efficiency as motivation for the weekly shop.
