Who likes grocery shopping?

I used to think that was a rhetorical question to ask readers. From what shoppers have told me, I assumed most people did not like grocery shopping. That was, until a recent survey proved me wrong.

Progressive Grocer magazine recently reported that, based on a survey of marketing professionals across multiple industries, most grocery shoppers found making the food runs acceptable. Specifically, 46.5 percent of the respondents said that they enjoyed grocery shopping, at least sometimes. Another 36 percent of respondents said they really enjoyed grocery shopping and 16.6 percent did not enjoy grocery shopping at all.

It’s easy for me to understand why some people wouldn’t like grocery shopping. First, it usually takes more time than I expect it to, particularly when there are long lines at the register. Second, facing the big price tag at the end of the trip is never fun. Finally, lugging the groceries out of the car and putting them away is my least-favorite chore. However, the need to eat and feed our families outweighs the inconveniences of grocery shopping, so we all continue to do it every week, whether we love it or not.

WHAT MAKES IT ENJOYABLE?

One shopper who really enjoyed shopping referenced their positive experience at Whole Foods. I agree that shopping at specialty markets, when price is no object, may be very enjoyable for some people. My husband shops at his favorite specialty market once a week and makes a delicious dinner with wonderful ingredients. He enjoys the shopping trip and I enjoy the meal!

Because the survey respondents were senior-level marketing professionals with full-time jobs, I was surprised at the frequency of their shopping trips. More than half of the respondents said they went to at least two grocery stores per week to stock up, while 21 percent said they went to three stores per week. (Perhaps the frequency of their shopping trips has more to do with not taking the time to plan comprehensive shopping lists.) About one-third of the shoppers who reported going to more than one store per week said they hated the extra trips.

It only makes sense to go to more than one store per week when you are stocking up on loss-leader items or ultra-bargains. In that case, planning specific shopping lists for a few items shouldn’t take very long. Certainly the time spent in the store would be less because you would be honing in on a few items. In total, multiple well-planned trips may take less time than one disorganized shopping trip. When my children were young, they had to come along on all of my frequent stocking-up shopping trips. We would make it a game to note the time on the car’s digital clock to see how quickly we could complete the trip. Our trips were usually 12 to 15 minutes long, and they got a free cookie at each store!

When asked how they selected their preferred stores, 84 percent of the marketing professionals said that location and convenience dictated their store selections. The quality of produce was a key factor for 53 percent of respondents and 34 percent cited the quality of the store’s meat to drive their shopping preferences. I would agree that my favorite store is the one with the best quality of meat and produce, but I am certainly willing to stock up on dry goods and nonperishable items at other stores when the items are practically free with coupons. Just as long as I can do it in 12 minutes!

 Stephanie Nelson shares her savings tips as a regular contributor on ABC News’ “Good Morning America.” You can find more of her savings tips in her book  “The Greatest Secrets of the Coupon Mom” and on her website at www.couponmom.com. She can be reached at shoppingmom@unitedmedia.com.