SEATTLE, November 13, 2026 — Nearly half of American shoppers say they are extremely or very concerned about the cost of holiday food this year, an eight-point jump from last fall, yet they refuse to shrink the feast. Instead, they are leaning harder into grocery loyalty programs to make the budget work.
The Holiday Budget Squeeze
The numbers come from FMI – The Food Industry Association, which released its U.S. Grocery Shopper Trends 2026: Holidays report in October. To bridge the gap, many are turning to their grocery store’s loyalty program, a marketing strategy designed to encourage repeat business at one or more associated businesses.
Single-Brand Versus Coalition Rewards
Not all programs work the same way. Single-brand programs operate across every store a company owns — Target is the classic example — while coalition programs like Rakuten Rewards or Air Miles stitch together unrelated merchants so a single account earns points at hundreds of retailers. U.S. supermarkets have long favored the single-brand model, often issuing two physical cards per household, one wallet-sized and one for a keychain, alongside a digital version in the store app. Most major chains now let shoppers scan a barcode or QR code from their phone at checkout, though a few programs have gone fully digital.
Where the Experts See Real Value
Analysts warn that many retail programs have hit a “loyalty plateau,” with shoppers dismissing some offers as hollow tactics meant to spur overspending. But a handful of grocery programs still earn expert endorsement. Steve Goeke, co-founder of the savings app Kiwii, singles out the Kroger Plus Card and Safeway’s loyalty program as worthwhile options for households facing high prices on both groceries and gas. Kroger’s structure lets shoppers earn rewards on grocery purchases and convert them into fuel discounts — roughly 10 cents off per gallon for every $100 spent on food. Safeway’s program operates on a similar logic, tying supermarket spending to savings at the pump.
Regional Chains Add Chef-Grade Perks
In the Pacific Northwest, Quality Food Centers — a Kroger banner with 58 stores — is running its third consecutive MasterChef loyalty campaign. From November 4, 2026, through February 23, 2027, QFC shoppers earn one digital point for every $10 spent in store or online. Those points unlock MasterChef Onyx Knives, a premium matte-black knife collection with hollow-ground, non-stick blades and weighted ergonomic handles. A universal wooden block is sold separately. Knives can be redeemed for as few as 30 points through March 9, 2027, at all QFC locations and on qfc.com. The campaign builds on last year’s food-storage giveaway, which QFC President Brent Stewart said drew overwhelmingly positive feedback and drove more frequent store visits. MasterChef Season 12 All-Star finalist Michael Silverstein is again providing digital cooking demos and knife-skills content to support the promotion.
Guardrails Against Data-Driven Pricing
As loyalty programs gather more purchase data, lawmakers are drawing a line between transparent rewards and discriminatory pricing. The New York City Council approved a surveillance pricing ban on November 12 that outlaws the use of personal data to charge different customers different prices for the same goods. The legislation explicitly protects “legitimate and transparent” loyalty programs, buy-one-get-one-free deals and discounts for veterans and students. Violations carry fines of up to $1,000 per consumer or transaction. Mayor Zohran Mamdani has signaled support, and a parallel statewide proposal backed by Attorney General Letitia James awaits action from Governor Kathy Hochul before year-end.
What to Watch Before You Sign Up
Savings experts suggest five markers of a program worth joining: earning and redemption rules that are easy to understand; rewards that are useful and attainable without excessive spending; value that arrives quickly rather than years down the road; limited expiration dates, exclusions and blackout restrictions; and a structure that rewards existing shopping habits instead of manipulating new ones. With holiday meals non-negotiable for most families, the programs that meet those tests — Kroger, Safeway, and regional efforts like QFC’s MasterChef knives — are the ones shoppers are counting on to keep the table full without breaking the bank.
Sources
- Loyalty program
- FMI Research: Holiday Shoppers Put Family Meals First & Lean on Grocery Loyalty Programs to Save
- FMI Research: Holiday Shoppers Put Family Meals First & Lean on Grocery Loyalty Programs to Save
- 8 Loyalty Programs Experts Say Are Worth Joining
- MasterChef returns to QFC with the Premium Onyx Knife Loyalty Program
- NYC Council approves surveillance pricing ban
Photo: Nielsoncaetanosalmeron (CC BY 4.0)
