San Diego earlier this week passed an ordinance requiring grocers that offer digital discounts or coupons to also make corresponding paper coupons and pricing of identical value available to consumers. While this might seem like an issue in one city in a progressive state, the city council’s president noted that the ban follows similar attempts in several states, including New Jersey, Washington, Illinois and Massachusetts. The ordinance’s passage raises the question of whether other cities or states could follow suit, especially as grocers already feel pressure from consumer advocacy groups that claim offering digital-only deals introduces accessibility concerns. It also raises questions about the role paper and digital communications and offers play in reaching consumers. While offering digital-only coupons could cut down on printing costs and tie into sustainability goals around paper usage, not offering printed deals could alienate consumers who don’t have access or the ability to clip coupons online. Kroger started phasing out mailed circulars nationwide in 2023. That same year, Giant Eagle decided to resume mailing printed weekly circulars in certain areas. While many consumers are digitally savvy – omnichannel shoppers, as the industry likes to describe them – there are many others who still prefer offline materials, and authorities around the country are looking out for them.

The Friday Checkout: A California city banned digital-only grocery coupons. What could it mean for the industry?

San Diego recently passed an ordinance requiring grocery stores to offer paper versions of digital coupons alongside digital-only versions. This follows similar initiatives in several states, raising questions about the future of digital-only coupons and their impact on consumer accessibility and sustainability goals.