Our 2026 US Shopper Satisfaction Report is out, and we’re taking a closer look at what the data tells us pillar by pillar. First up: Price.
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Key Takeaways
- Price satisfaction is four levers, not one — overall price, best value, everyday low price, and promotional offers each tell a different story about how shoppers experience value.
- Rankings shift lever by lever, not by reputation — the retailers climbing in 2026 made specific, targeted gains on individual price signals, not broad sweeping changes.
- Costco and ShopRite lead, but the middle is moving — consistent commitment to value holds the top spots, while Meijer, Walgreens, and CVS are making deliberate gains.
Table of Contents
- What the Price Pillar actually measures
- Online: Costco leads, but the middle of the pack is shifting
- Grocery Brick & Mortar: Meijer climbs, ShopRite holds the top
- Non-Grocery Brick & Mortar: Costco leads, Walgreens on the rise
- The bigger picture
What the Price Pillar actually measures
Price Satisfaction isn’t just about who has the lowest price. We break it down into four levers: overall price, best value, everyday low price, and promotional offers. Together, these give us a much fuller picture of how shoppers actually experience value, not just at the till, but across every price signal a retailer sends out.
Why does this matter so much? Because price sensitivity isn’t the same everywhere. Some categories are price-transparent battlegrounds, where shoppers know exactly what something costs across three or four different retailers and will switch in a heartbeat if they spot a better deal. In other categories, shoppers are more focused on whether their preferred brand is in stock or what new innovation products are available. For those, price is less of a priority for the shopper. Understanding which lever matters most for your category, and how you’re actually performing on it, is where the real insight lives.
Online: Costco leads, but the middle of the pack is shifting
Costco holds the top spot in the Online Retailer Group for Price, continuing to perform strongly across pricing, offers and everyday low price. But it’s not the only story here.
CVS climbed one spot in the rankings, and the improvement is a direct result of stronger pricing and offers rather than a broader shift. Sam’s Club also moved up, thanks to gains in offers and everyday low price. Meanwhile Target dropped slightly and Kroger fell two spots, a reminder that pricing dynamics are constantly changing.
Grocery Brick & Mortar: Meijer climbs, ShopRite holds the top
ShopRite remains the top-ranked grocery retailer for Price, and it’s leadership on offers and best value that keeps it there.
The bigger mover this quarter is Meijer, which jumped up one spot in the rankings. That improvement came from a notable uplift in best value and everyday low price.
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Non-Grocery Brick & Mortar: Costco leads, Walgreens on the rise
Costco tops this group too, reinforcing just how consistently it performs across formats when it comes to price.
The bigger picture
What stands out across all three groups is that ratings for Price Satisfaction keep improving overall, but leadership stays firmly with the retailers most committed to value.
For retailers looking to move up, the message is clear: figure out which lever matters most in your category, and put your effort where shoppers will actually notice it.
Read the Full 2026 US Shopper Satisfaction Report
This is the first in a series looking at the pillars behind our 2026 US Shopper Satisfaction Report. Next up, we’ll be diving into product, assortment and execution.
