US Voters Say Inflation and Grocery Prices Are Driving Their Voting Decisions

Election Day is less than three weeks away, and national polls say the race is still neck and neck. But, according to a new survey by Swiftly, a Seattle-based retail technology company, rising grocery costs and inflation are driving decisions for many Americans on who they plan to vote for on November 5. 

In October, Swiftly released its True Cost of a Grocery Shop survey, which polled 2,000 randomized participants and found that 70% of respondents said they are struggling to afford groceries. "This marks the third year in a row that grocery affordability has been a significant challenge for households, despite a slight easing of interest rates," the team shared in the findings. 

And this challenge is determining who they vote for as the next president of the United States. 

According to the survey, 75% of respondents said they believe that the "outcome of the election will directly affect everyday prices," and an additional 68% responded, saying "grocery costs and inflation are major factors in deciding whom to vote for." The Swiftly researchers added that nearly half (46%) of consumers report that inflation and the rising cost of groceries will be the decisive issue for them. 

"Politicians and retailers alike are under increasing pressure to address these concerns, especially as voters head to the polls," the team wrote. "The significance of grocery prices in shaping election choices signals a broader issue that can’t be denied — Americans are increasingly feeling the weight of inflation in their daily lives." 

This sentiment was echoed by Pew Research Center's September analysis of voter concerns. It noted, "As concerns around the state of the economy and inflation continue, about eight-in-ten registered voters (81%) say the economy will be very important to their vote in the 2024 presidential election." However, as Pew explained, this concern varied widely between Trump and Harris supporters, with 93% of Trump supporters citing the economy as their top concern and just 68% of Harris supporters saying the same. 

There is, however, some good news for both. Inflation actually returned to normal levels, reaching a three-and-a-half-year low, similar to where it was in 2017. However, individual brands and companies haven't changed their pricing on products to reflect this just yet. 

“Inflation is really something that takes people a long time to feel better about,” Chris Jackson, the senior vice president of public affairs for Ipsos, shared with ABC News. “It’s certainly better for Harris to have inflation coming down than going up, but it’d be better for her if it came down six months earlier,” Jackson added. “Right now, it’s very much a toss-up.”

As for how consumers can save, Swiftly noted there are digital tools available to help people find discounts and coupons for the foods they need or crave. According to its survey, 76% of consumers are using digital coupons, and 64% are also relying on loyalty programs to help save money. As for where you should shop and sign up for those loyalty perks, check out Food & Wine's story on the best regional grocery chains in the U.S. Then, mark your calendar for Nov. 5 to hit the polls.