Social media has given rise to a new travel trend: grocery store tourism. Travelers are now exploring supermarkets as cultural destinations, thanks to viral videos on platforms like TikTok. This phenomenon highlights a shift in how people seek unique and meaningful travel experiences beyond traditional attractions.
TikTok user @marissainchina is credited with popularizing grocery store tourism. In a video posted in late spring, she suggested that visiting grocery stores while traveling can be considered sightseeing, describing it as an enriching cultural experience. Her video has received over 422,000 views, sparking a wave of similar content. Another user, @caroluzitus, shared a video in June celebrating the cultural aspect of grocery shopping abroad, which has garnered over 3 million views.
Viral Videos Amplify Trend
Additional TikTok videos have enhanced the trend, showcasing grocery stores in countries such as Greece, Thailand, Iceland, and Turkey, as well as in cities like Cincinnati. These videos underline the growing appeal of experiencing local culture through everyday activities like grocery shopping. The trend underscores a larger movement where travelers seek more authentic and immersive experiences rather than just visiting well-known landmarks.
Social Media’s Influence
This trend aligns with the findings of the 2023 PYMNTS Intelligence report, which indicates that 43% of consumers browse social media for travel inspiration. Notably, this figure rises to nearly two-thirds for Generation Z and millennial consumers. Influencers and viral content play a significant role in shaping spending habits, with Gen Z being 117% more likely to make purchases influenced by social media figures.
Reports from previous years have highlighted the increasing role of social media in travel planning and consumer behavior. The integration of digital tools in food tourism reveals that travelers prioritize quality over cost when dining out, indicating a willingness to spend more on unique food experiences. This dovetails with the current grocery store tourism trend, where travelers explore local supermarkets to immerse themselves in the cultural fabric of their destinations.
Grocery stores are responding to this trend by positioning themselves as tourist attractions. For instance, the FreshTake supermarket in Augusta, Georgia, includes a golf green, café, bar, and barbecue smokehouse, although its opening has been delayed. Similarly, Eataly offers Italian-inspired food and wine markets, and New York’s Brooklyn Fare features a three-Michelin-star restaurant, Chef’s Table, within the grocery store.
The rise of grocery store tourism illustrates a broader shift in travel preferences, where the ordinary becomes extraordinary. Supermarkets provide a window into daily life and cultural nuances that traditional tourist spots might miss. As travelers continue to seek authentic experiences, grocery store tourism may become a staple in travel itineraries, offering a unique way to understand and appreciate different cultures.
