In a signal that digital shopping habits are solidifying well beyond the pandemic, a major grocery industry report for late 2025 highlights an 11% surge in digital sales metrics, driven largely by a sharp rise in coupon redemption. As inflation continues to pressure household budgets, shoppers are increasingly turning to grocery apps not just for convenience, but as a necessary tool for financial survival. This double-digit growth indicates that the “hybrid shopper”—one who uses digital tools to plan in-store trips—has become the most valuable customer for retailers.
The Pickup Powerhouse
The 11% growth figure is most visible in the “Click-and-Collect” or pickup sector. Retailers like Kroger and Walmart have seen their pickup services stabilize as a preferred method for budget-conscious families. Unlike delivery, which comes with tips and service fees, pickup allows shoppers to use digital coupons and avoid impulse buys without the extra cost. The data shows that pickup orders are growing steadily as customers realize it is the most effective way to stick to a strict budget.
Coupon Clipping Goes Digital
The primary driver of this digital engagement is the digital coupon. Redemption rates for app-based offers have hit record highs. Shoppers who previously ignored digital clips are now actively “pre-shopping” on their phones before they enter the store. Retailers report that the number of digital coupons clipped per user has increased significantly, contributing directly to the sales lift. When a customer clips a coupon, they are statistically far more likely to visit the store to redeem it, driving traffic.
The “Loyalty Loop”
This behavior creates a self-reinforcing “loyalty loop.” As shoppers use the app to save money, they generate data that allows the retailer to send even more personalized offers. If you buy diapers and redeem a coupon, the app learns to send you a wipes coupon next week. This personalization makes the app more valuable to the user, leading to increased open rates and higher digital sales. The 11% jump reflects the success of these personalized savings engines.
Average Order Value Increases
Interestingly, the report notes that while transaction counts are up, the value of digital orders is also rising. Shoppers using digital platforms tend to build larger baskets. Because they can see their running total in real-time, they feel more confident adding bulk items or stocking up on sale products, knowing they won’t be surprised at the register. This transparency allows for a larger total spend while still feeling like a “controlled” trip.
The End of the Paper Flyer
This shift explains why so many retailers are phasing out printed weekly ads. The digital engagement numbers prove that the money is better spent on app-exclusive deals. For the consumer, this means that the best prices are no longer in the mailbox; they are on the phone screen. The 11% jump is a clear message to the industry: the future of savings is entirely digital.
Do you use your grocery store’s app to clip coupons? Have you switched to pickup to save money? Let us know your digital strategy!
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