Several Grocery Chains Are Pulling Back Multi-Buy Deals

For decades, the “10 for $10” sale was a staple of the American grocery flyer. It was a powerful psychological tool that encouraged shoppers to fill their carts with volume. However, in late 2025, a shift is occurring. Major grocery chains are quietly pulling back on these aggressive multi-buy promotions, replacing them with digital coupons and single-item discounts. This change is driven by a combination of inflation-weary consumers and retailers looking to protect their margins.

The Inflation Factor

The primary driver of this shift is simple economics. In an environment where the baseline price of goods has risen, offering “10 items for $10” is increasingly difficult to sustain without losing money. To hit that price point, the items often have to be loss leaders. With wholesale costs remaining high in 2026, retailers can no longer afford to subsidize ten units of product for every customer. It is more profitable to offer a smaller discount on a single item than a massive discount on volume.

Shopper Fatigue and Cash Flow

Perhaps more importantly, consumer behavior has changed. After years of high inflation, many shoppers simply do not have the cash flow to buy ten boxes of pasta or ten yogurts at once to unlock a deal. The high upfront cost of multi-buys has become a barrier rather than an incentive. Shoppers are increasingly rejecting these offers in favor of stores where the price is low on a single unit. Recognizing this, retailers are pivoting to “Buy 2” or even simple digital coupons that require no volume purchase at all.

The Rise of “Must Buy” Restrictions

In the past, a “10 for $10” sale often allowed you to buy just one item for $1.00. Today, when multi-buys do appear, they increasingly come with strict “Must Buy” requirements. You must buy four to get the sale price; otherwise, you pay the significantly higher retail price. This hard-line tactic is a way for retailers to force volume, but it often frustrates shoppers who feel coerced into overspending. As customer satisfaction scores drop, many chains are finding that these restrictive deals do more harm than good.

Shifting to Digital Personalization

Instead of broad multi-buy offers in the weekly ad, stores are moving the savings to their apps. By offering personalized “Best Customer” prices on single items, they can reward loyal shoppers without slashing prices for everyone. This allows the retailer to maintain a higher shelf price while selectively discounting for those who engage with their digital platform.

What This Means for Your Cart

The disappearance of the “10 for $10” deal means you cannot rely on volume buying to lower your average unit cost as easily as before. You must now pay closer attention to digital coupons and single-item sales. It also frees you from the pressure to hoard. You can buy just what you need for the week without feeling like you are “missing out” on the bulk price.

Do you miss the old “10 for $10” sales? Or do you prefer buying just one item at a lower price? Let us know your preference!