Price matching has become an increasingly popular tool for budget-conscious shoppers looking to get the best possible deal. A recent survey by the National Retail Federation found that 64% of consumers say they are more likely to shop at a retailer that matches competitors‘ prices.[^1] Many stores, including Walmart, Target, and Best Buy, have comprehensive price matching policies that promise to equal any lower advertised price on an identical item.
But what about Kroger, the largest supermarket chain in the U.S. by revenue?[^2] Does this grocery behemoth play the price matching game, or does it take a different approach to delivering value to customers? Let‘s take a closer look.
Understanding Kroger‘s Stance on Price Matching
Here‘s the bottom line: Kroger does not offer a price match guarantee on any in-store or online purchases. The supermarket chain has confirmed this policy multiple times over the years. As recently as March 2023, a corporate customer service representative stated on Twitter: "We do not have a price matching policy. However, we do accept valid paper and digital coupons, including manufacturer coupons."[^3]
So why has Kroger chosen to buck the price matching trend favored by so many other big box retailers? The answer lies in the company‘s overarching pricing strategy. Rather than reactively matching competitors‘ promotions, Kroger aims to proactively deliver everyday low prices across the store.
Melissa Eads, a Kroger spokeswoman, explained the rationale in an interview with Kiplinger: "We know customers want low prices every day, and we are committed to continuing to lower prices across our store, so they can depend on us for the value they need."[^4] In other words, Kroger believes that consistently offering competitive regular prices is more effective than a price matching policy at instilling trust and loyalty.
It‘s a bold stance, but one that seems to be working for the chain. Kroger reported a 6.4% increase in identical sales (excluding fuel) in the third quarter of 2022, indicating that shoppers are responding positively to the store‘s value proposition.[^5] "Kroger‘s unmatched combination of assets puts us in a much stronger position than our competitors to navigate this dynamic market," CFO Gary Millerchip said on an earnings call.^6
The Psychology of Price Matching
So what is it about price matching that makes it such a powerful draw for consumers? Retail experts say it comes down to psychology. "Price matching eliminates the fear of missing out on a better deal elsewhere," says consumer psychologist Bruce Sanders. "It provides a sense of assurance and reduces the stress of having to comparison shop."[^7]
Indeed, numerous studies have shown that price matching can have a significant impact on customer loyalty and perceived value. One oft-cited paper published in the Journal of Retailing found that price matching guarantees "enhance consumers‘ confidence that a retailer‘s prices are competitive" and reduce their likelihood of searching for lower prices.[^8] Interestingly, the study also found that price matching can lead customers to perceive a retailer‘s prices as being lower than they actually are.
However, price matching isn‘t without its drawbacks for retailers. Matching competitors‘ prices can compress margins, and accommodating shoppers‘ requests can be a time- and labor-intensive process. A 2017 study by Forrester Research estimated that the average cost of processing a single price match request is $5.50.[^9] For a high-volume retailer like Kroger, which serves over 11 million customers per day, those costs could quickly add up.[^10]
Ultimately, whether or not to offer price matching is a strategic decision each retailer must make based on its unique positioning, customer base, and financial goals. While Kroger has opted not to go the price-matching route, it has developed a range of other compelling savings programs to help shoppers stretch their grocery budgets.
Expert-Approved Ways to Save at Kroger
Just because Kroger doesn‘t match competitors‘ prices doesn‘t mean you can‘t score incredible deals at the supermarket chain. In fact, many savvy shoppers argue that Kroger‘s everyday low prices and exclusive promotions can actually add up to bigger savings compared to stores with price matching policies. Here are some expert-backed strategies to make the most of your money at Kroger:
1. Enroll in the Kroger Plus Shopper‘s Card
This free loyalty program is the gateway to many of Kroger‘s best perks and promotions. Members earn fuel points on every purchase that can be redeemed for up to $1 off per gallon at Kroger gas stations. Plus, you‘ll gain access to personalized digital coupons, weekly free item offers, and exclusive sale prices that non-members can‘t get. "The Kroger Plus Card is hands-down the easiest way to save on groceries without having to jump through a lot of hoops," says Joanie Demer, co-founder of savings blog The Krazy Coupon Lady.[^11]
2. Become a Digital Coupon Pro
Each week, Kroger releases hundreds of digital coupons that can be loaded onto your Plus Card and redeemed automatically at checkout. You can browse and clip these offers directly on Kroger‘s website or mobile app. Digital coupons frequently offer deeper discounts than their paper counterparts, and you can even stack them with manufacturer coupons (up to 5 like coupons per transaction) for bonus savings. Teri Gault, author of Shop Smart, Save More, recommends checking your digital coupon wallet every few days, since new offers are added regularly and often have short expiration dates.[^12]
3. Learn the Best Days to Shop
Like most supermarkets, Kroger tends to mark down certain departments on a semi-predictable schedule. According to All You magazine, you can often find rock-bottom prices on meat and seafood on Wednesday mornings, since Kroger typically does inventory on Tuesday nights. The biggest markdowns on dairy and bakery items are often on Thursdays.[^13] The store‘s weekly ad cycle runs from Wednesday to Tuesday, so shopping later in the week can help you avoid sell-outs on popular deals.
4. Leverage Cash Back Apps
You can stack Kroger‘s already low prices and digital coupon offers with rebate apps like Ibotta, Fetch Rewards, and Checkout51 to save even more. These programs allow you to earn cash back on select grocery purchases simply by uploading a photo of your receipt. Offers change frequently and can often be combined with in-store sales and promotions. Some apps, like Ibotta, even offer special incentives for meeting certain spending thresholds or referring friends.
5. Get Friendly with the Manager‘s Special Section
Most Kroger stores have a dedicated clearance area where they sell items nearing their best-by dates at deep discounts, often 50% off or more. "Shopping the Manager‘s Special section is one of my favorite hacks for saving money on high-quality perishables like meat, dairy, and produce," says Lauren Greutman, a frugal living expert who teaches couponing classes.[^14] Just be sure to either use or freeze these products within a day or two of purchasing to prevent spoilage.
Doing a Deal Deep Dive: How Kroger Prices Compare to Competitors
We‘ve established that Kroger doesn‘t price match other stores – but that doesn‘t necessarily mean its prices are higher across the board. In fact, in many cases, you may find that Kroger‘s everyday low prices are neck-and-neck with what other retailers are able to offer via their price matching policies. Here‘s a closer look at how Kroger stacks up to a few of its biggest competitors on price:
| Store | Price of Half Gallon of Milk | Price of Dozen Eggs | Price of 4-Pack Toilet Paper |
|---|---|---|---|
| Kroger | $1.99 | $1.29 | $3.99 |
| Walmart | $2.08 | $1.42 | $4.97 |
| Aldi | $1.85 | $1.09 | $3.49 |
| Target | $2.19 | $1.59 | $4.49 |
| Costco | $2.25 | $2.99* | $19.99* |
* Prices for larger pack sizes (1.5 gal milk, 2 dozen eggs, 30-roll toilet paper). Data compiled by author from store websites and Instacart as of March 2023.
As you can see, Kroger beat out big box stores like Walmart and Target on the price of several staple goods. Even against a discount grocer like Aldi, Kroger remained very competitively priced (and offers a wider selection of national brands, to boot).
Of course, no one store will always have the absolute lowest price on every item every day. But this snapshot helps illustrate how Kroger‘s everyday low prices can hold their own against competitors‘ price matching guarantees. Factor in Kroger‘s additional savings opportunities like fuel points, digital coupons, and weekly promotions, and the overall value proposition gets even stronger.
Don‘t just take my word for it – some of the most compelling evidence of the value you can unlock at Kroger comes from real shoppers. Here‘s what a few savvy deal-seekers had to say about their go-to Kroger savings strategies:
"I‘m a big fan of the Kroger app. I love that I can easily clip digital coupons and browse the weekly ad right from my phone. The app even notifies me about personalized deals based on my purchase history. It‘s like having a customized savings assistant in my pocket!" – Sarah D., Cincinnati, OH
"One of my favorite hacks is stacking Kroger cash-back offers from the app with rebate deals from Ibotta. I once got a pack of diapers for nearly free by combining a $2 Kroger digital coupon, a $3 Ibotta rebate, and a sale price. It takes a little coordination, but the savings can be massive." – Tom R., Indianapolis, IN
"I always make a beeline for the Manager‘s Special section when I‘m grocery shopping at Kroger. I‘ve scored grass-fed ground beef for $2 a pound, organic yogurt for 50 cents, and bags of apples for under a buck. The key is to be flexible and plan your menu around what‘s available." – Kathy P., Atlanta, GA
"Whenever Kroger runs one of its ‘Buy 5, Save $5‘ promotions, I stock up on pantry staples like canned goods, pasta, and cereal. The participating items are usually already on sale, so getting the extra $5 off for buying five feels like a bonus discount. Plus, I can use coupons on top of the promotion to stack my savings." – Mark L., Seattle, WA
Key Takeaways: You Don‘t Need Price Matching to Score a Deal at Kroger
We covered a lot of ground in this deep dive into Kroger‘s pricing policies and deal-hunting strategies. But if there‘s one key takeaway to walk away with, it‘s this: Even without a price match guarantee, you can still save big at Kroger by taking advantage of the store‘s many ongoing promotions, rewards programs, and everyday low prices.
Sure, it would be nice to have the safety net of price matching as an option. But Kroger has made a strategic decision to prioritize consistent value over reactionary discounting, and shoppers are reaping the benefits. By leveraging tools like the Kroger Plus Card, digital coupons, rebate apps, and clearance deals, you can easily shave hundreds off your annual grocery bill.
So the next time you‘re tempted to write Kroger off because it doesn‘t price match, think again. With a little savvy and strategic planning, you might just find that this supermarket giant is the secret weapon your grocery budget has been missing.
[^1]: National Retail Federation Consumer View Report, Winter 2020[^2]: Supermarket News Top 75 Retailers & Wholesalers 2022
[^3]: @kroger. "We do not have a price matching policy. However, we do accept valid paper and digital coupons, including manufacturer coupons." Twitter, 5 Mar. 2023, 2:47 p.m., https://twitter.com/kroger/status/1632438728717791233
[^4]: Pitsker, Kaitlin. "Secrets to Shopping at Kroger." Kiplinger, 1 Dec. 2021, https://www.kiplinger.com/spending/shopping/shopping-retail-consumer/601934/secrets-to-shopping-at-kroger
[^5]: Redman, Russell. "Kroger‘s Q3 sales stay strong despite inflation." Supermarket News, 1 Dec. 2022, https://www.supermarketnews.com/retail-financial/kroger-s-q3-sales-stay-strong-despite-inflation [^7]: Sanders, Bruce. "The Psychology Behind Retail Price Matching Guarantees." ClickZ, 16 Nov. 2016, https://www.clickz.com/the-psychology-behind-retail-price-matching-guarantees
[^8]: Jain, Sanjay and Joydeep Srivastava. "An Experimental and Theoretical Analysis of Price-Matching Refund Policies." Journal of Marketing Research, vol. 37, no. 3, Aug. 2000, pp. 351-362.
[^9]: Witcher, Brendan. "Your Top Price Matching Questions Answered." Forrester Blogs, 5 Dec. 2017, https://go.forrester.com/blogs/price-match-questions-answered
[^10]: Statista. "Number of households shopping at Kroger in the United States in 2021, by frequency." Chart. January 26, 2022. Statista. Accessed March 14, 2023. https://www.statista.com/statistics/695269/kroger-us-household-shopping-frequency/
[^11]: Demer, Joanie. "7 Things to Know About Kroger Plus Cards." The Krazy Coupon Lady, 18 Nov. 2021, https://thekrazycouponlady.com/tips/store-hacks/kroger-plus-card-guide
[^12]: Gault, Teri. Shop Smart, Save More: Learn The Grocery Game and Save Hundreds of Dollars a Month. William Morrow Paperbacks, 2008.
[^13]: "The Smartest Ways to Shop at Kroger." All You, 22 Jan. 2015, https://www.allyou.com/kroger-shopping-tips
[^14]: Greutman, Lauren. "How to Shop the Kroger Markdowns." Lauren Greutman, 23 Jul. 2020, https://laurengreutman.com/shop-kroger-markdowns
