4 min read
May 19, 2025
In times of tariff turmoil, rising prices, and economic uncertainty, shopper loyalty is in flux.
Snipp conducted a survey of 400 U.S. consumers who regularly purchase everyday household items to understand how current events are impacting brand loyalty, what pushes their buttons to switch or stay and glean insights into their evolving demands from loyalty programs. The goal? To uncover what keeps people coming for more and what sends them searching.
Curious? Read on - these findings shine a bright light on how economic realities, consumer promotions, loyalty programs, and the rise of private label brands are reshaping shopper attitudes and behavior. Whether you're a brand looking to build deeper shopper connections or a retailer trying to keep carts piled high, there's plenty here to inform your next strategic move.
Download the full survey report here
1. Shopping Styles & Loyalty Habits: Price First, Brand Second
When we asked respondents how they approach their everyday shopping, the message was clear: value is king. 42.25% of shoppers describe themselves as “deal-seekers”, while just 20.25% still identify as being loyal to brands they love. Another 25.75 “switch often to try new things”, indicative of shopper’s pursuit of products that meet their changing requirements.
With a one-two punch of inflation and rising costs, it’s no surprise they’re more willing than ever to jump ship to new and different brands. Loyalty isn’t dead - it’s just more focused on quality and price. 79% of respondents say “consistent product quality” keeps them loyal. 84.25% say “Good value for the price” plays a key role, and 25.25% say personalized offers & rewards help tip the scales when choosing how to spend.
2. Why Shoppers Walk Away: Loyalty Disruptors
As with love, brand loyalty too can be fleeting. When we asked what makes shoppers stop buying a brand they’ve used for a while, the top dealbreakers were clear: 68.25% said price increases, 70.75% pointed to declining product quality, and 38.25% flagged a poor customer experience. In fact, 51.25% of respondents said they had recently switched brands because of a better offer from a competitor. And here’s the kicker: A whopping 84.50% said they’re very or somewhat likely to try a new brand if the deal is good enough. In today’s shopping marketplace, promotions and discounts aren’t just nice-to-haves - they’re the pathway to customer acquisition and retention.
3. Trial vs. Retention: Winning the Repeat Purchaser
Great deals may win the first trial, but keeping that customer? 72.50% would return to their regular brand for a better price or promotion. Shoppers say they’ll return only if the brand continues to deliver on value, quality, or convenience. Think you have a passionate connection to your shopper? Emotional ties help, but they’re not the main reason people stay - only 15.75% cited emotional connection as a key retention factor. For categories like groceries and cleaning products, switching is routine, but earning repeat business takes more than a single offer with selective shoppers. Good value for the price 84.25% was the number one answer given for what makes them loyal to a brand.
4. Ethos Alignment: A Nice-to-Have, Not a Dealbreaker
While price and quality top the list, emotion still matters - just not as much. 27.75% of shoppers say it’s very important that a brand reflects their personal values, like sustainability, diversity, or social impact. Another 50.25% say it’s “somewhat important - it’s a nice bonus”. When prices rise or value drops, shoppers are quick to reconsider - even if they support the brand’s mission. Emotional loyalty, it seems, is more of a tie-breaker than a deal-maker.
5. Private Labels Gaining Ground
If you’re a national CPG brand, take heed: the store brand revolution is real. 72.75% of shoppers say they’ve switched from a national brand to a store brand in the past year—and many (29.25%) now prefer them over their favorite brands. Why the shift? 79.50% say lower prices drew them in, 51.75% cite comparable quality, and 29.25% mention better availability. That doesn’t mean national brands are out of the running—but it does raise the bar. To win shoppers back, national brands need to offer shoppers better price or promotion (72.5%), improved quality (52.75%), or loyalty rewards (22.25%).
6. Loyalty Programs Usage & Preferences
With the majority (67.5%) of respondents belonging to 1-5 loyalty programs and 67% reporting regular use, what kind of programs keep shoppers coming back to a brand? The message is clear: they want to save - without the frills. Cashback and discounts (85.75%) topped the list, followed by free products (47.75%). Exclusive access or perks (45.75%) were also indicated as drivers of what help keep shoppers coming back.
Does keeping it simple eliminate the need for personalization? Not quite - 51% still expect their loyalty offers to be at least somewhat tailored by category, while 26% want highly personalized offers based on their purchase history.
The takeaway? In today’s economy, value speaks louder than brand names.
Conclusion:
Loyalty Isn’t Lost - It’s Just Being Redefined
In today’s pressurized economy, shoppers are more selective, more price-conscious, and more willing to switch than ever before. But that doesn’t mean loyalty is gone - it just looks different now. To win and keep today’s consumer, brands need to show up and dish out real value, deliver consistent quality, plus make loyalty programs feel personal, sticky and not generic.
The rise of private labels, the power of promotions, and the growing demand for relevance all point to the same truth: it’s a shoppers market. For brands and retailers willing to stand and deliver, that creates a powerful opportunity - not just to retain loyalty, but to rebuild it on stronger, more sustainable terms.
Loyalty is on the line. It’s evolving. Are you ready to meet the challenge?
See the full results of the survey Loyalty on the Line - How Economic Pressures Are Reshaping Shopper Behavior here
Stay top of mind with deal-driven, brand-switching consumers through the right mix of value, personalization, and loyalty innovation. Contact us to discover how our proven loyalty and engagement strategies can help you boost sales, drive retention, and build lasting connections.
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