As the 2024 U.S. presidential election approaches, inflation and grocery prices have taken center stage in the minds of American voters. A recent survey conducted by retail media platform Swiftly reveals that a significant number of consumers are closely watching these economic factors and how they may shape their voting choices.

According to the survey, 75% of respondents believe the election outcome will directly influence everyday prices. An alarming 68% cite grocery costs and inflation as major factors affecting their voting decisions. Additionally, nearly half (46%) of consumers indicate that the rising cost of groceries will heavily impact their choice at the polls, while a staggering 70% report struggling to afford their groceries.

Swiftly highlights the growing pressure on politicians and retailers to address these pressing concerns as the election date looms. “The significance of grocery prices in shaping election choices signals a broader issue that cannot be ignored — Americans are increasingly feeling the weight of inflation in their daily lives,” the platform noted in their report.

As Thanksgiving approaches, consumers are even more concerned about grocery expenses. The survey shows that nearly six-in-ten (58%) Thanksgiving shoppers anticipate spending more on groceries this year compared to previous years. The rising costs have prompted 56% of consumers to consider dining out for Thanksgiving instead of preparing a home cooked meal.

In response to high grocery prices, consumers are taking proactive steps to save money. More than half (55%) are actively searching for deals, marking a 5% increase from Swiftly’s 2023 data. Three-quarters of respondents are utilizing digital coupons, while 64% are relying on loyalty programs to cut grocery costs. The trend is also reflected in the growing popularity of retail applications, with 38% of consumers using apps to find savings—a 4% rise from the previous year.

Despite the shift towards digital solutions, traditional in-store grocery shopping remains the top choice for many. A notable 72% of respondents prefer their local grocery store over big-box retailers and online delivery services. This pattern underscores an enduring loyalty to local businesses, despite the allure of convenience offered by larger retailers.

Swiftly emphasizes that grocery prices not only influence holiday plans but could also impact the outcome of the 2024 election. With seven out of ten Americans struggling to manage their grocery bills, this economic situation transcends seasonal whims—it’s an ongoing challenge shaping daily financial decisions and consumer loyalty.

The implications of these findings extend beyond just the grocery aisle. They illustrate a broader narrative around the economic pressures faced by American families and the crucial role that food prices play in the political landscape. Understanding consumer behavior in relation to grocery spending can provide retailers with vital insights, enabling them to strategize effectively amidst these changing dynamics.

In conclusion, as inflation continues to weigh heavily on the average American, the upcoming elections will likely reflect citizens’ concerns regarding both food prices and broader economic conditions. Retailers need to navigate this landscape carefully, adopting strategies that address consumer needs while remaining responsive to the political climate that influences purchasing decisions.