As a leading provider of coupon and promotional solutions for FMCG brands, savi shared insights from its annual Shopper Report, conducted in partnership with OnePoll. The research surveyed 8,000 adults across the UK, Germany, Spain and Italy, offering a detailed picture of how shoppers are behaving in 2026, and what brands need to do to stay relevant. 

The findings painted a clear picture: shoppers are spending more, expecting more value, and becoming increasingly selective about where and how they buy.

In-store shopping remains dominant 

Despite the continued growth of e-commerce, physical retail remains firmly at the centre of grocery shopping habits. 

According to the report, 58% of shoppers still prefer to shop in-store over online, reinforcing the importance of physical retail experiences and in-store activation strategies. 

The webinar highlighted that while digital channels continue to grow, shoppers still value the ability to hand-select produce, familiarity and the decision-making experience that comes with shopping in-store, especially when budgets are under pressure. 

For brands, this means in-store visibility and promotional mechanics remain critical to influencing purchase decisions at the shelf. 

Shoppers are spending more, but buying smarter

A recurring consideration for brands and agencies is the ongoing impact of the cost-of-living crisis. 

While 64% of shoppers said they are spending more on groceries than they were a year ago, almost a quarter also admitted they are buying fewer items overall. 

The takeaway wasn’t simply that consumers are spending more. It’s that they are becoming far more calculated with their purchases. As grocery costs continue to rise, shoppers are prioritising value more aggressively and becoming increasingly willing to switch brands, supermarkets or products in search of better deals. 

The webinar described shoppers as becoming more ruthless in their decision-making, which creates both a challenge and an opportunity for brands.

Coupons remain one of the strongest purchase drivers

According to the research: 

The webinar reinforced that promotions are no longer simply an added incentive, but they are now increasingly shaping where shoppers choose to spend altogether. 

Money-off offers remain the most popular mechanic by a considerable margin, particularly across grocery retail. Cashback and loyalty-based rewards continue to grow in popularity, but immediate savings still dominate shopper priorities. 

Shoppers ultimately “want to spend less to enjoy more.” 

The effectiveness of coupons also extends beyond trial

The webinar also explored where shoppers are actually discovering offers and promotions: email still leads, but apps are rising fast. 

Despite the rise of newer digital channels, email remains the strongest-performing distribution method overall, particularly among audiences aged 45 and over. However, apps are quickly emerging as one of the most effective engagement channels, especially for younger shoppers. 

The wider message for brands was clear: channel strategy matters just as much as the offer itself. 

Another huge trend discussed during the webinar was the growing role of gamification in promotional marketing. 

The research found that 77% of shoppers would be more likely to play an online game if they were guaranteed a reward. For brands, gamification offers an opportunity to increase participation while also creating stronger emotional engagement with campaigns. 

Beyond driving redemption and sales, savi also highlighted the growing role of coupons in first-party data collection. 

According to the report, shoppers are increasingly willing to exchange personal data for access to offers and rewards, including everything from email addresses to income information. 

Rather than acting purely as a sales mechanic, coupons are increasingly functioning as lead generation tools that can help brands build richer consumer understanding and longer-term relationships. 

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