U.S. Grocery Sales Growth Slows in November Amid Consumer Caution
Washington, D.C., USA – Grocery-store sales in the United States grew by just 0.3% in November 2025, according to preliminary data from the U.S. Census Bureau. The modest increase signals a cooling in food retail spending, reflecting cautious consumer behaviour amid inflationary pressures on essential goods.
Over the past 12 months, combined foodservice and retail sales rose 4.1%, but the slow monthly gain indicates that shoppers are carefully managing budgets, seeking discounts, and increasingly turning to private-label products for cost savings.
“Consumers are still spending, but they are selective,” said retail analyst Jennifer Morales. “Promotions, coupons, and loyalty programs are driving shopping decisions more than ever, and retailers need to adapt to these behaviors to maintain traffic.”
Supermarket chains like Kroger, Albertsons, and Publix reported that in-store promotions, digital coupons, and subscription-based loyalty programs helped offset some of the slowed growth. Walmart and Target leveraged their online platforms and curbside pickup services to maintain steady sales despite changing shopper habits.
The trend also highlights the growing importance of online grocery sales. Analysts estimate that digital orders now account for 10–12% of total grocery purchases, with pickup and delivery services continuing to expand rapidly in urban and suburban markets.
Industry observers note that private-label growth remains a key strategy for grocers during this period. Consumers are increasingly purchasing store-brand items, particularly in categories like packaged foods, frozen goods, and household essentials, as they seek value without sacrificing quality.
“Retailers who understand these spending shifts and offer seamless, convenient shopping experiences will have a competitive edge,” Morales said. “Those relying solely on traditional in-store traffic may see further slowdowns in the months ahead.”
As the holiday season approaches, retailers are carefully balancing inventory levels, promotions, and digital infrastructure to capture consumer demand while navigating the headwinds of price sensitivity and cautious spending.