Shopper insights

Shopper Insights: 2025 Study Reveals 48% of Consumers Shop on Fridays

Tessa ZuluagaAuthor

icon RESOURCE
Thumbnail retail marketing

Retail Marketing Plan

Create a marketing plan that'll drive repeat business with this customizable marketing playbook template and interactive calendar.

Toast | BUILT FOR RESTAURANTS

Whether it's stocking up for the week or grabbing something quick for lunch, everyone has food shopping habits. But what’s really driving consumers to the same stores over and over again? Is it the organic snacks or the promise of a great deal? We dug into the data to discover the key trends keeping retail shoppers loyal in 2025.

Toast conducted a blind survey to understand how, where, and why consumers shop, and what influences their purchase decisions. Here are the insights we learned about the trends shaping retail in 2025. 

Key takeaways:

  • 43% of respondents go shopping for groceries or other essentials 2-4 days a week

  • 30% of respondents are likely to visit a store twice a day if it offers both food service items and retail items

  • 41% of respondents typically go shopping in the early afternoon, between the hours of 12pm - 3pm

  • 77% of respondents prefer to shop in-store for food items

  • Respondents are most interested in seeing locally sourced products in stores (over 30%)

  • Respondents value sales and promotions the most (43%) in their shopping experience

  • About 55% of respondents prefer to cash out in person, with a cashier when shopping

  • 51% of respondents sometimes use loyalty programs or digital coupons when shopping for food

Shopper insights and data 

Ready? Let’s dive in.

When and where are shoppers spending their time?

Fridays are the most popular shopping day of the week, followed by Saturdays and Wednesdays. Shoppers tend to restock at the start of their weekends or midway through the week. And honestly, who can blame them? Braving Trader Joe’s on a Sunday is a challenge few are eager to face.

When it comes to timing, 41% of respondents prefer shopping in the early afternoon–between 12 PM and 3 PM. However, preferences vary by age. For shoppers aged 70 and older, early afternoon is still the top choice (46%), but a close 44% lean toward morning trips between 7 AM and 11 AM. The majority of shoppers aged 60-69 (42%) favor mornings over other times of day.

While mornings and early afternoons dominate, the late afternoon (4 PM–6:30 PM) remains a solid contender with 23% of shoppers. Coming in last is the evening, which attracts less than 6% of respondents. It seems late-night plans rarely include a trip down the dairy aisle.

Over 93% of respondents typically shop in supermarkets or grocery stores, with local shops (4%), specialty stores (< 1%), and online (2%) options trailing far behind. As usual, there are generational nuances. Among shoppers in their 30s, 11% prefer small local stores, as do 7% of shoppers in their 20s. But as shoppers age, their interest in local stores decreases. Only 2% or fewer of respondents aged 50 and older expressed a preference for these alternatives. You can take Grandma out of Costco, but you can’t take Costco out of Grandma.

By understanding when and where consumers prefer to shop, retailers can make informed decisions about staffing schedules and promotional strategies to better serve their customers. If you operate a smaller business looking to stand out in the crowd of fierce competition check out these helpful resources:

How often are consumers hitting the stores?

Now back to the data. Let’s dive into how often consumers shop.

About 43% of shoppers hit the stores 2–4 times a week to stock up on groceries or other essentials. But for some, a cool store that offers both food items and retail goods is worth a second trip in a single day. Nearly 30% of respondents admitted they’d visit a store twice a day if it had that perfect combo. Younger shoppers are leading the charge here: A whopping 49% of shoppers in their 20s and 44% in their 30s said they’re very likely to make two trips in one day. 

As age goes up, enthusiasm for multiple trips goes down:

  • 32% of shoppers in their 40s are very likely to double-dip

  • Only 9% of shoppers in their 60s feel the same way

  • And for shoppers aged 70 and up, fewer than 5% would even entertain the idea. 

Men also seem more willing to take a lap around the hybrid store twice. About 31% of male respondents were very likely to revisit compared to just 22% of women. Similarly, 32% of men were somewhat likely onboard versus 28% of women.

Understanding who’s willing to shop more than once a day and why can help stores create the right mix of products, services, and promotions to keep customers coming back for more. A great example of a store with offerings that create repeat visits is Mar Vista's Fatty Mart. Chef David Kuo has redefined the convenience store model. His store is a place where restaurant-quality food meets grocery store pricing, offering everything from artisanal pizzas to rice bowls alongside daily essentials. Drawing on his success with Little Fatty restaurant, Kuo has created a culinary incubator disguised as a neighborhood market, where multicultural specialties meet sustainable practices.

Businesses like this one represent more than a passing trend. Their story — and the lessons learned along the way — illuminate how neighborhood food retail is evolving for the future.

What influences shoppers’ choices?

For 44% of respondents, price and promotions are the biggest deciding factors when choosing where to shop. Who doesn’t love a good deal?  Especially when saddled with inflation and soaring food costs. The good news is that product quality and variety came in second, with 29% of respondents valuing it most. For retailers, this is a great opportunity to highlight your high-quality offerings. Customers are paying attention, especially the younger ones. 

About 37% of those in their 30s, and 30% of those in their 20s, prioritize quality and variety above all else. And, a recent study conducted by Toast reveals that 26% of restaurant-goers ages 27 and below are most compelled by higher-quality menu items to eat out more often.  If your store doesn’t offer an Instagram-worthy cheese selection, you might want to reconsider.

Speaking of younger generations, they’re all about speed and convenience. While sales and promotions still top the list (35% of shoppers in their 20s), speed and convenience tie for first place with another 35%. Because what gen-zer has time to linger in a store when there’s a TikTok recipe to try? Older generations, on the other hand, are more focused on the human touch. Customer service matters most to 14% of shoppers ages 70 and up. 

For retailers, knowing what shoppers value most can help fine-tune everything from pricing strategies to customer experience. Whether it’s discounts, convenience, or a warm greeting, giving customers what they want is the ultimate promotion.

What trends are shoppers looking for in stores?

When it comes to the trending items that shoppers want in stores, locally sourced products take the top spot with over 30% of respondents showing interest. Right behind are organic and healthy food options (29%) and ready-to-eat/pre-prepped meal kits (also 29%). The health trend is going strong, but younger shoppers are again steering the conversation toward convenience.

For shoppers in their 20s, ready-to-eat meals are the top pick at 35%, while organic and healthy foods come in second at 31%. Locally sourced products? Only 19% of 20-somethings are buying into that trend. Meanwhile, shoppers in their 30s prioritize organic and healthy items (37%), with ready-to-eat options following closely behind at 35%. Locally sourced products fall to a distant third at 20%.

Older generations are on a different wavelength, as a whopping 54% of shoppers ages 70+ and 38% of shoppers in their 60s say locally sourced products are their top interest.

There’s also a gender divide: Women are most interested in locally sourced products (33%), while men lean toward ready-to-eat options (32%). It seems that ready-to-eat meals are the new, ultimate kitchen hack for men. 

Loyalty programs and digital coupons have recently gained popularity in the industry. They’re a hit with older shoppers, as 40% of those in their 50s, 42% in their 60s, and 37% of those 70+ say they use them every single time they shop. Younger generations prefer to dabble, with 61% of shoppers in their 30s using them “sometimes.” This might be because Trader Joe’s, which is most loved by 18-29-year-olds, does not currently offer a loyalty program. 

Offering the right mix of local, healthy, and convenient products, paired with perks like loyalty programs, can help cater to every generation’s unique preferences. And, if you’re looking for more trends check out this article

The human touch still matters

Online shopping, delivery, and robots haven’t completely taken over yet. A significant 77% of respondents say they prefer shopping in-store for food items. Only 8% shop exclusively online, 1% use a third-party app, and about 14% opt for a hybrid approach.

When it comes to cashing out, 55% of respondents still prefer to check out with a cashier. Self-checkout kiosks are the next most popular choice, with 38% of shoppers favoring them. Only 8% of respondents prefer online payment methods, showing that in-store interactions still dominate.

Younger shoppers, unsurprisingly, are leading the self-checkout revolution. Nearly half (48%) of respondents in their 20s prefer self-checkout over cashiers (46%). Respondents in their 30s showed similar preferences, with 45% opting for kiosks and 46% sticking with cashiers. The group most likely to embrace online payments is interestingly shoppers in their 60s, with just under 10% choosing this method (compared to 6% of respondents in their 20s, 9% in their 30s & 40s, 7% in their 50s, and 6% who are 70+). 

Retailers looking to stay ahead should ensure a seamless shopping experience for both traditionalists and tech enthusiasts. A blend of human touch and automation might be the sweet spot!

Toast for Retail

Now that you know when, where, and why your customers are shopping, you can connect every part of your store with a modern platform that brings them more convenience and variety. By understanding their habits and preferences, you can create a seamless shopping experience that keeps them coming back. Toast offers a POS built for modern retail. Ready to elevate your business? Request a demo here today and see how Toast can transform your retail experience. 

Methodology 

Toast conducted a blind survey on this topic of 1000 U.S. adults ages 18 and older on January 25, 2025. Respondents were not made aware that Toast was fielding the study. Using a standard margin of error calculation, at a confidence interval of 95%, the margin of error on average is +/- 3 - 5%.

Is this article helpful?

DISCLAIMER: This information is provided for general informational purposes only, and publication does not constitute an endorsement. Toast does not warrant the accuracy or completeness of any information, text, graphics, links, or other items contained within this content. Toast does not guarantee you will achieve any specific results if you follow any advice herein. It may be advisable for you to consult with a professional such as a lawyer, accountant, or business advisor for advice specific to your situation.