Why people are “treasure hunting” when they go grocery shopping

NASHVILLE, Tenn. (WSMV) – Grocery prices have gone up 22% since 2020, which is why new data said people are using a different kind of shopping strategy.

When Adam Carlson goes grocery shopping for his family, they have their own method.

“We mix it up a little bit,” he said. “We do Whole Foods delivery for the most part, but then any other day to day needs during the week we will either come to Kroger or Publix down the street.”

The Carlson’s are one of the families who “treasure hunt grocery shop”. Instead of buying all items at one store, families are traveling to several retailers.

“It’s more for convenience and timing on our parts,” said Carlson.

While he said they go to what’s nearby when they need it, most “treasure hunters” are doing it to get the best deals.

Data firm Numerator said between March 2023 and February 2024, the average shopper went to about 20 different stores. That’s up from 16, or 25%, in 2019 to 2020.

People can go to a variety of stores because they can find the best deals beforehand on a mobile app or online.

“I try to be under $200 for grocery but it’s hard to,” said Jacklin Elmasry, a mom of four.

She said she gets the best deals at Kroger.

“But I prefer pick up,” she added. “I make it online and do pickup.”

Experts also said shoppers go to their selected stores frequently throughout the week to stock up and save money. They are also buying more store brands.

“Big things: paper towels, toilet paper, stuff like this from Walmart but groceries from Kroger or Publix,” said Elmasry.

Other ways people can save is to make a meal plan for the week, buy frozen produce and veggies, and go to cheaper zip codes to shop.

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