New data: Uncommitted customers drive most of your revenue. Learn how to win them. Get the report
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We analyzed more than one billion transactions across four spend categories and heard from 7,000+ consumers to illustrate shopping behavior in 2024.
This report breaks down:
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We analyzed more than one billion transactions across four spend categories and heard from 7,000+ consumers to illustrate shopping behavior in 2024.
This report breaks down:
Upside’s inaugural Consumer Spend Report was compiled after months of qualitative and quantitative research. Our biggest takeaway: To grow, you must get to know — and ultimately, serve — the uncommitted customer.
Despite positive economic indicators, more than 55% of survey respondents see an economy in decline. As a result, nearly 60% said they’re cutting back their spending, and even more are comparing prices across stores to maximize the value they receive.
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Uncommitted customers have everything they need at their fingertips, and shop around based on their own real-time needs. And they make up the majority of customers. They buy produce at the local grocer, snacks at the convenience store, paper towels at a wholesale club.
The inflationary environment creates an illusion of growth; after adjusting for inflation, revenue and revenue per transaction are actually falling across retail categories. These decreases are driven by cross-shoppers that visit less often and buy less when they do.
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Consumers are becoming more aware of dynamic pricing, where retailers adjust their prices up and down to account for changes in their business. Due to the risks — conflation with widely-disliked “surge pricing,” among others — its rollout in brick-and-mortar retail has been slow. Wider adoption could be on the horizon, though.
Nearly 80% of today’s retail customers are uncommitted, shopping across brands and formats in order to maximize their own value. Long-term growth depends on understanding and influencing them — profitably. This new report shows you how.
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For grocers, 31% of their customers in a given month will churn — even more so for new customers. Loyalty programming helps, but significant churn risks remain.
For restaurant retailers, 42% of their customers in a given month will churn — even more so for new customers.
For fuel retailers, 51% of their customers in a given month will churn — even more so for new customers. Loyalty programming helps, but significant churn risks remain.
Uncommitted customers have everything they need at their fingertips, and shop around based on their own real-time needs. And they make up the majority of customers. They buy produce at the local grocer, snacks at the convenience store, paper towels at a wholesale club.
Retained customers spend at higher levels than new customers
Source: Upside transaction data from 7.7 million customers at 335 grocery stores, 2,254 fuel stations, and 1,498 restaurants from March 2022 to February 2025.
Customer retention is about building habits, visit by visit. Our research shows regular grocery customers are 46 percentage points more likely than new customers to stick around after a year — and that compounds over time.
Complete the form here for access to Upside’s latest consumer insights.
