The ordinance, expected to take effect within the next 90 days, will require grocery retailers to offer the same discounts advertised online or via mobile apps in physical store formats, such as paper flyers, shelf tags, or printed signage.
In a landmark move aimed at promoting fairness, the San Diego City Council has voted to ban digital-only grocery deals, ensuring that all residents — regardless of digital access — can benefit from store discounts. The measure passed on Tuesday with a majority vote and is being celebrated as a win for consumer rights and equity in an increasingly digital retail world.
Why the Council Took Action
The move comes after growing concern that seniors, low-income residents, and those without smartphones or internet access were being left out of the digital discount economy. Many major grocery chains, such as Albertsons, Vons, and Ralphs, have shifted toward offering special savings only available through apps or loyalty programs requiring digital sign-up.
City Councilmember Monica Montgomery Steppe, a leading voice on the issue, said:
“It’s simply not right that a resident who shops in person and doesn’t have access to a smartphone is paying more than someone who does. We must ensure fairness across the board.”
The Digital Divide in Grocery Shopping
The ordinance highlights an issue long brewing under the surface — the digital divide in essential services. According to a 2023 Pew Research Center study, 25% of adults over the age of 65 in the U.S. do not use the internet, and 13% of Americans do not own a smartphone. These groups are often the most impacted by inflation and high food prices.
In neighborhoods like Southeast San Diego, where broadband access is lower and economic disparities are higher, the absence of physical deals means shoppers miss out on critical savings. One resident, Maria Torres, 69, told local reporters:
“I go every week to buy groceries, but I don’t use a phone app. I didn’t even know there were special prices only online. It’s not fair.”
What the Ordinance Requires from Grocery Retailers
Under the new rule, grocery retailers in San Diego must:
- Offer in-store alternatives to digital coupons and deals
- Display clearly marked pricing that matches any online or app-based promotions
- Make discounts accessible to all shoppers without requiring a digital login or sign-up
This measure applies to all grocery stores over 10,000 square feet, including major chains and large-format supermarkets. Smaller retailers and farmer’s markets are currently exempt from the mandate.
Pushback from Grocery Retailers
While advocates have praised the ordinance, not all responses have been positive. The California Grocers Association (CGA) issued a statement arguing that the rule may create operational challenges and increase labor costs, especially for stores already facing staffing shortages.
A CGA spokesperson noted:
“Digital promotions are part of modern retail. Converting these into paper formats adds overhead and may reduce the flexibility of our pricing strategies.”
However, councilmembers remained firm, noting that equity must come before convenience.
Support from Equity Advocates and Seniors
Organizations advocating for seniors and digital inclusion, such as AARP California and EveryoneOn, have applauded the decision.
Read AARP’s full statement here
They argue that digital-only discounts, while well-intentioned, exclude millions from savings and widen economic disparities. The San Diego measure may become a model for other cities grappling with similar issues.
Local equity advocate Tamika Johnson said:
“We can’t have a two-tier system where the tech-savvy get cheaper groceries and everyone else is left behind.”
Impact on Shoppers and Other Cities Watching Closely
The new rule is expected to benefit thousands of residents who do not regularly engage with digital platforms. In response to the ordinance, grocery chains will likely update their marketing strategies and store signage to comply.
Cities like Los Angeles, San Francisco, and Seattle are monitoring San Diego’s approach. Some councilmembers in these cities have hinted that similar proposals may be introduced soon if the San Diego rollout proves successful.
Explore how other cities are responding to digital equity
What This Means for the Future of Retail
This decision marks a broader shift in how cities view digital access as a form of economic justice. As industries digitize rapidly, public institutions are beginning to challenge businesses to think more inclusively.
While digital transformation brings innovation, it also carries responsibility. The San Diego City Council’s move sends a clear message: equity in access to essentials like food is non-negotiable.
Final Thoughts
In an age dominated by technology, San Diego’s bold step to ban digital-only grocery deals is a reminder that progress should never come at the cost of inclusion. By leveling the playing field for shoppers, the city reinforces the idea that everyone — regardless of tech ability — deserves fair access to savings and essential goods.
Whether this sparks a broader movement or faces resistance in implementation, the policy opens the door for deeper conversations about how we bridge digital divides in every part of public life.
For ongoing updates on the ordinance, visit the City Council’s website
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