However, although price is a driving factor for most shoppers who report shopping multiple locations, Millennials are the least likely of any age group to report price as a reason for spreading their grocery shopping around.
According to Acosta’s “Trip Drivers” Hot Topic Report, 76 percent of consumers who shop at least once per week said they visit two or more stores to buy groceries. Millennials are the most likely to shop at the most locations, with 44 percent saying they shop at three or more stores, compared with 29 percent of all shoppers.
Price is the biggest motivator for all shoppers visiting multiple outlets, with 60 percent agreeing that some products are priced lower at certain retailers. Forty-one percent said quality variability across different categories is a motivating factor in store-hopping, 33 percent said product availability is a factor and 23 percent cited convenience.
Among Millennials, only 45 percent cited price as a key factor driving them to shop multiple stores. This age group is more likely to cite physical proximity and the availability of specific brands.
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