Upside releases its annual Consumer Spend Report, revealing the rapid rise of the uncommitted shopper

WASHINGTON, D.C., December 9, 2025 — Upside today released its Consumer Spend Report 2025, powered by more than 10 billion transactions and 11,000 survey responses. The findings reveal that grocery shoppers are increasingly uncommitted — spreading their spend across more retailers, comparing prices constantly, and relying on promotions to stretch their budgets.

The report also finds that some of the very investments retailers made to improve accessibility — from expanded pickup options to enhanced loyalty programs — have unintentionally made it easier for shoppers to compare, switch, and spread their spend.

“Convenience investments made it easier to meet customers where they were,” said Dr. Thomas Weinandy, Principal Economist at Upside. “But they also lowered the barriers to switching. In 2025, shoppers are spreading their spend with greater frequency — and retailers are feeling that volatility.”

Key grocery-specific findings from the report:

• Shoppers are comparing their options more frequently.
  The average consumer now shops at more than three different grocery stores per month, an 8% increase year-over-year. And three in five grocery shoppers compare prices between stores frequently, reflecting a more intentional approach to everyday spending.
• Loyalty still matters — but shoppers want more from it.
  A majority of shoppers say rewards influence where they buy groceries, yet only about half engage with loyalty programs consistently, signaling room for growth.
• Online grocery is expanding the competitive set.
  Consumers who mix online and in-store channels now spread their spend across more retailers than in-store-only shoppers, opening new pathways to capture incremental trips.

Download the full report to unpack the latest shopper dynamics and the retailer responses beginning to resonate.

ABOUT UPSIDE

Upside is a marketplace that connects consumers with brick and mortar retailers through personalized offers. Since 2016, Upside’s AI-driven personalization technology has helped millions of people get more purchasing power on the things they need. Billions of dollars in commerce run through the Upside platform every year, and that value goes directly back to our retailers, the consumers they serve, and towards important sustainability initiatives. For more: www.upside.com.