Budget-conscious shoppers choose stores like Trader Joe's and Aldi to save on groceries

Shoppers are turning to lower-cost chains such as Trader Joe's and Aldi to save on groceries, and many say Trader Joe's friendly employees are a draw.

Budget-conscious consumers are shifting where they buy groceries. Many are choosing lower-cost chains such as Trader Joe's and Aldi to save on grocery bills. Shoppers report that friendly employees at Trader Joe's add to the appeal. NBC News reporter Christine Romans covered these consumer trends on Feb. 5, 2026. What we know: - Shoppers are turning to lower-cost stores including Trader Joe's and Aldi to save on groceries. - Customers say friendly employees at Trader Joe's are part of the reason they shop there. - Retailers such as Target are testing new customer service rules to try to draw in customers. - NBC News' Christine Romans reported these trends on Feb. 5, 2026. Summary: The reported changes reflect shoppers prioritizing lower prices and customer experience, which is prompting some retailers to adjust service approaches. Undetermined at this time.