Kim, a housewife living in LA, systematically compiles sales ads from Korean and mainstream supermarkets every Wednesday after reviewing her grocery list for weekend shopping. This is because supermarkets typically run sales from Thursday through the weekend. Once she checks the discounts, she starts her rounds on Thursday, hitting Costco, Ralphs Market, and at least one or two Korean markets to stock up on sale items.

Kim said, “Ralphs and Vons usually have more discounts on Fridays, and Korean markets often start sales on Thursdays. With my husband’s salary stagnant but grocery prices skyrocketing, I have no choice. My body gets tired, but there’s a sense of accomplishment in saving money.” Jeong, a 65-year-old Korean American who turned 65 this year, is a master at practicing frugality through her smartphone. When dining out, she primarily seeks out restaurants offering senior discounts. She has over 10 apps from frequently visited retail establishments saved on her phone.

These places allow point accumulation for free meals, provide senior discounts, birthday perks, and send discount coupons regularly. Jeong remarked, “It’s disappointing that there aren’t many Korean businesses or restaurants offering senior discounts. But if I want to get by on the Social Security I started receiving this year, this level of effort is necessary, isn’t it?” Retailers are also stepping up efforts to attract inflation-weary consumers by reviving paper coupons and increasing the frequency of discount sales.

For instance, supermarket chain Kroger brought back paper coupons in 2023, which it had partially discontinued, to capture consumers burdened by rising grocery prices. Media outlets interpret this as evidence that consumers are increasingly relying on promotions to cut food costs. Consumers now hunt exclusively for sale items during shopping, shying away from purchases at full price.

Kroger and Ralphs Market regularly send discount coupons to customers, always including bait items like free product coupons. They are also proactive in issuing digital coupons via smartphones, which offer the deepest discounts. CNN reported on the 20th that while President Donald Trump pledged to lower grocery prices, his administration’s policies are fueling inflation and causing consumer hardship. CNN noted that last month, grocery prices rose at the fastest pace in three years due to Trump’s tariff policies, immigration crackdowns, and weather-related hits to food production. It highlighted that prices for imported-dependent foods are surging sharply.

According to the August Consumer Price Index (CPI) released by the Bureau of Labor Statistics on the 11th, coffee prices jumped 3.6% in the month alone—the largest monthly increase since 2011—and are up 20.9% year-to-date. The U.S. imports most of its coffee from Brazil, and a 50% tariff on Brazilian imports, including coffee, was imposed starting last month.

Last month, apple and lettuce prices rose 3.5% from the previous month, bananas increased 2.1%, and tomato prices surged 4.5%. The Trump administration announced a 17.09% tariff on Mexican tomatoes last month. The Yale Budget Lab forecasts that if tariffs remain at current levels, food prices could rise 3.4% in the short term and 2.5% in the long term. According to the lab, Trump’s tariffs have pushed the U.S. average effective tariff rate to its highest level since 1935. Analysts also point out that the administration’s aggressive crackdown on undocumented immigrants is impacting the food industry.

By Hwandong Cho