Buy Bulk, Split the Bill
From “My List” to “Our List” - The Growing Trend of Shoppers Buying In Bulk and Splitting the Bill
Forget solo shopping trips—there's a growing buying behavior shaking up the grocery game.
In a world where inflation is driving up grocery bills faster than ever, savvy shoppers are turning the tide. Enter the era of bulk buying and splitting, a growing shopper trend that’s saving consumers money and redefining how they stock their (and others) pantries. Picture this: the legendary Dunkin' Run reimagined as the Walmart Run and Costco Run. Intrigued? You should be.
Unveiling the Trend
The latest Advantage Unified Commerce research, recently spotlighted in the Wall Street Journal, surveyed over 1,000 shoppers to reveal some eye-opening insights:
- 75% are feeling the squeeze of rising grocery costs
- 53% are going to Mass and Club stores more
- 33% are embracing the bulk buy-and-split method, with younger shoppers leading the charge
- Over 40% of those that split are doing so with friends and neighbors
What started as a clever way to cut costs is now a full-blown commerce movement. Families, friends, and neighbors are joining forces, hitting up Club Stores and Mass Retailers, and splitting their hauls. Imagine the power of a bulk buying club right in your neighborhood, fueled by social media buzz and grassroots enthusiasm.
Friends and Neighbors: The Ultimate Shopping Squad
Here's where it gets really exciting: the opportunity for friends and neighbors to team up. Gone are the days when borrowing a cup of sugar from next door was the extent of neighborly cooperation. Now, communities are organizing bulk shopping runs.
- Think about it: You and your friends can buy that massive pack of snacks or those bulk meat deals and split them, making sure everyone gets more for less.
- Neighborhood Networks: Imagine coordinating shopping lists with your neighbors, ensuring that you’re all stocked up on essentials without breaking the bank.
- Strengthening Bonds: This trend doesn’t just save money; it builds stronger community ties. It’s about more than groceries—it’s about supporting each other and growing together.
- It’s a Social Phenomenon: Social media is ablaze with posts from excited shoppers who are hacking inflation by bulk splitting. For example, on Facebook groups are springing up where people connect to organize bulk buys and splits. The sentiment is overwhelmingly positive, with people loving the financial savings and the social aspect of getting together with friends to shop and even meal prep.
CPG Categories in the Spotlight
From frozen foods to fresh produce, pasta to snacks, the bulk-splitting trend spans across all grocery categories. Friends and neighbors are teaming up, turning bulk buying into a strategic game of who-can-get-the-best-deal.
What This Means for Brands
Brands have an opportunity to gain first mover advantage on this rapidly growing omni-commerce trend. Get creative. Get personal. Embrace the bulk-splitting mindset and tailor your shopper marketing strategies to capture these collaborative shoppers. A shopper centric approach that includes "my list" and "our list" could be your ticket to staying ahead.
Dive Deeper
Curious to learn more? Want to see how this omni commerce trend can transform your shopper marketing (or your brand strategy)? Get the full report from Advantage Unified Commerce, including more detailed findings, opportunities and implications. Drop us a line and let’s chat about how we can ride this wave together.