Clear and empathetic messaging can strengthen shopper trust and reinforce why your local store remains their best choice.
As tariffs and global economic pressures continue to make headlines, grocers are understandably concerned about how shoppers perceive rising prices. New findings from Intuit Credit Karma show half of U.S. consumers have changed their spending habits in anticipation of tariffs, led by Gen Z and millennial shoppers.
While local grocery retailers have little control over these larger economic forces, many worry that their customers may begin to associate them with price gouging or unfair markups. In times like these, communication with your customers is essential.
Consumers are feeling the pinch of inflation, and even routine grocery trips are being scrutinized more closely than ever. With big-box retailers and discount clubs promising bulk savings, independent grocers may feel they’re fighting an uphill battle. But here’s the truth: when local grocers proactively communicate with transparency and empathy, they strengthen trust and loyalty.
So how can you deliver that message effectively? By leveraging the digital tools you already have at your disposal: email marketing, digital circulars, and social media.
Let’s Start with The Facts
While staying politically neutral, it’s still important to acknowledge what’s happening. Recent industry research shows that grocers are bracing for the effects of newly imposed tariffs and ongoing supply chain issues, which could increase the cost of certain categories like produce, dry goods, and packaged items.
Spending habits are split among Americans:
- A majority of Americans (82%) are concerned about inflation and its impact on pricing for essential items like food, housing and gasoline.
- Of the 82% of Americans who believe tariffs will affect the prices of everyday goods that they purchase, 47% expect prices to increase on some goods while 40% expect prices to increase on all goods.
- Half of Americans (51%) have changed their spending habits in anticipation of tariffs, especially Gen Z (67%) and millennials (61%).
The flurry of tariff announcements that have taken place these past few months have Americans on notice, with many adjusting their wallets as a result.
According to a new study conducted by Qualtrics on behalf of Intuit Credit Karma among 2,000+ U.S. adults ages 18 and older, roughly three quarters of Americans (73%) say they are aware of the imposed and pledged tariffs on imports from China, Canada and Mexico, and a majority of them (82%) believe these tariffs will impact the prices of everyday goods.
Consumer anticipation of further cost shifts come at a time when 82% of Americans are concerned about inflation and its impact on pricing for essential items like food, housing and gasoline. Being upfront about these pressures, without assigning blame, shows honesty and leadership.
Lean into Transparent Communication
When it comes to communicating any price increases to your shoppers, transparency and empathy are crucial. Start by explaining the reasons behind the price changes in a clear and straightforward manner. For example, you might mention rising costs in the supply chain, tariffs, or other external factors that are beyond your control.
Be honest about how these changes will affect the prices of specific products. It’s also important to show any steps you’re taking to reduce the impact, like finding cost-effective suppliers or offering discounts on other items. Finally, make sure to remind your consumers of the value they get from your product or services, and how that’ll continue to be the case.
By keeping your customers informed and showing that you value their understanding, you can maintain their trust and loyalty, even in challenging times.
Grocery Email Marketing
Email marketing is a cost-effective, direct line to your shoppers.
Use this channel to:
- Share context on rising prices in a simple, clear tone
- Reinforce that your store is committed to offering the best value
- Highlight weekly deals or discounts you’re providing to help ease the burden
- Reassure shoppers that you’re on their side
Unlike print media, every single action a shopper takes when interacting with newsletters is recorded. This gives you insights into which customers are seeing or not seeing your message, allowing you to pivot more messaging through social media or other channels.
Because emails sit in inboxes, they give you a longer shelf life to deliver meaningful messages without getting lost in the noise.
Bonus Tip: Use Newsletter Analytics to Refine Your Shopper Segmentation
Targeting the right segment is one of the most important factors in driving conversions. Especially when it comes to your price-aware customers. These shoppers don’t always act on the first marketing touch, so it’s smart to be strategic.
It’s all about understanding their needs and preferences, and making sure your message really resonates with them.
- Use analytics to identify your budget or value-conscious shoppers
- Create a “price conscious” segment that includes subscribers who only purchase during sales and/or with a discount or promotion
- Match product recommendations to users based on previously purchased price points
- Highlight non-price-reduction incentives, such as free shipping or priority delivery at no additional cost
Social Media
Social platforms offer a unique opportunity to show empathy, educate, and inspire. Keep your tone helpful and community-focused.
Social media monitoring is one of the most important things to do in order to stay on top of market trends and shifts in customer sentiment. Use social media monitoring as a tool to connect with your customers and position your organization at the front of market shifts.
Small grocers often face resource constraints when managing social media accounts. However, they can leverage the skills and familiarity of current employees to manage their online presence effectively.
Consider sharing:
- Short videos from your store manager addressing concerns
- Behind-the-scenes content showing how your team works to keep shelves stocked and prices fair
- Customer testimonials about service, quality, and local impact
Consistency here keeps your store top-of-mind while showing you’re part of the community, not just a place to buy food.
Digital Circulars
Digital circulars aren’t just about deals. They’re a flexible canvas for storytelling.
With integrated features like…
- Embedded videos that explain your commitment to value
- Banner messaging that reinforces shopper-first language
- Promotional callouts that spotlight savings
…you can tell your store’s story right alongside your pricing. This creates a seamless experience that builds confidence and keeps shoppers engaged.
Webstop’s Digital Circular Plus performs better than other weekly ad features across a variety of metrics.
Grocers using Digital Circular Plus have seen an increase across all major engagement analytics
The Bottom Line: Communicate with Customers
In uncertain times, the strongest message you can send is this: we’re in this together.
Emphasizing that price increases help to maintain employees’ salaries and benefits has resulted in consumer confidence increase..
Cutting worker benefits and salaries is one of the least popular strategies to prevent price increase from tariffs
Remember to overcommunicate that your store isn’t price gouging.
You’re navigating the same economic challenges as your customers and working hard to stay their best, most reliable option.
With the right messaging strategy using tools like email marketing, social media, and digital circulars, you can show that your store isn’t just where they shop…..
It’s where they feel supported.
Want to Dive Deeper?
At Webstop, we understand that effective communication builds trust. Especially during uncertain times.
Our digital solutions were created to help independent grocers connect with their communities through powerful tools like digital circulars, customizable email marketing, and seamless retail media integration.
If you’re ready to strengthen shopper loyalty and deliver clear, consistent messaging across every channel, Webstop is here to help. Let’s talk about how we can support your store’s digital strategy. Reach out to us: sales@webstop.com.