The Consumer Spend Report 2024
Consumer spending hasn’t stopped, but how people shop keeps changing. This report looks at the patterns behind that shift and what the rise of the uncommitted customer signals for retailers today.
Download the report
The Consumer Spend Report 2024
Consumer spending hasn’t stopped, but how people shop keeps changing. This report looks at the patterns behind that shift and what the rise of the uncommitted customer signals for retailers today.
Get your copy of the report
Tighter budgets are creating more uncommitted customers.
Shoppers are paying closer attention to how and where they spend. Many are spreading trips across more retailers, adjusting what they buy, and leaning on promotions to make budgets stretch. These seemingly small choices are impacting retail performance in ways that aren’t obvious at first glance.
55%
of survey respondents perceive the economy to be in decline.
60%
of shoppers say they’re cutting back their spending.
81%
of grocery shoppers compare prices across stores.
Key takeaways
- How economic pressure is influencing everyday shopping choices
- Why cross-shopping and channel blending are now more common
- Why topline growth without adjusting for inflation can misrepresent performance
- Where loyalty programs fall short in changing behavior
- Why consumers are wary of dynamic pricing and increasingly prefer personalized promotions
Get your copy of the report
Download the report
The Consumer Spend Report 2024
Consumer spending hasn’t stopped, but how people shop keeps changing. This report looks at the patterns behind that shift and what the rise of the uncommitted customer signals for retailers today.
Tighter budgets are creating more uncommitted customers.
Shoppers are paying closer attention to how and where they spend. Many are spreading trips across more retailers, adjusting what they buy, and leaning on promotions to make budgets stretch. These seemingly small choices are impacting retail performance in ways that aren’t obvious at first glance.
55%
of survey respondents perceive the economy to be in decline.
60%
of shoppers say they’re cutting back their spending.
81%
of grocery shoppers compare prices across stores.
Tighter budgets are creating more uncommitted customers.
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.
Select your industry
Grocery
Most grocers’ retention buckets are leakier than they think.
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.
- 31% of all customers shopping in a given month won't be back that year
- 50% of new customers shopping in their first month won't be back that year
- 14% of loyalty members shopping in a given month won't be back that year
Restaurant
Most restaurants’ retention buckets are leakier than they think.
For restaurant retailers, 42% of their customers in a given month will churn — even more so for new customers.
- 42% of all customers shopping in a given month won't be back that year
- 64% of new customers shopping in their first month won't be back that year
Fuel
Most fuel retailers’ retention buckets are leakier than they think.
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.
- 51% of all customers shopping in a given month won't be back that year
- 64% of new customers shopping in their first month won't be back that year
- 20% of loyalty members shopping in a given month won't be back that year
60%
of shoppers say they’re cutting back their spending.
New data reveals the key to higher retention rates.
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.
Key takeaway
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.
Benchmark your business and get a new perspective on the customers you see every day — and the ones you don’t.
DownloadBenchmark your business and get a new perspective on the customers you see every day — and the ones you don’t.
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