Supermarket News | Winter 2026

COVER STORY

Do you plan to increase hiring in 2026?

“The cost of everything is like a snowball going downhill—the snowball gets bigger and bigger.” Still, slightly more than half of retailers (52%) said they plan to increase hiring in 2026. That’s up from a year ago, when 41% said they planned to increase hiring in 2025. Most retailers (83%) said they did not experience contract issues with their employees in 2025, and 76% said they agreed to give pay raises to their workers. That included 10% who raised pay by more than 6% over the lifetime of the contract. Closely related to hiring, retailers are also optimistic about their opportunities for store expansion, with 55% saying they plan to grow their store count in 2026, up from only 29% who had planned store expansion in 2025. Pricing, private label top growth strategies Retailers again cited pricing, promotions and private-label offerings as key opportu - nities for driving sales growth in the year ahead as they strive to meet the demands

of consumers under financial pressure. More than half of retailers (55%) said they plan to increase their private-label assortments in 2026. “Our plan is to focus on less expensive store-brand items and use name-brand sale events as an entry sale,” said one retailer. Another retailer said they plan to use special endcap discounts “to hopefully get customers to take more time shopping throughout the store.” These price investments will come with cost-cutting initiatives as well as efforts to obtain more promotional dollars from suppli - ers, said another retailer. That retailer said they plan to “maximize efficiencies through the supply chain and through distribution,” as well as secur - ing “increased funding from our vendor partners.” Prepared foods remain a key driver of sales growth More than a third of retail respondents (38%) said they planned to expand their deli/pre - pared foods offering in 2026.

All respondents

Yes

35%

38%

27%

Not Sure

Food retailers

Yes

52%

31%

17%

Not Sure

How do you expect your deli/prepared foods menu or product mix to evolve in 2026? (Select all that apply.)

What steps will you take in 2026 to grow sales? (Select all that apply.)

66%

Introduce more grab-and-go or prepackaged items

All respondents

Food retailers

Increase digital marketing offers (including loyalty)

53%

75%

48%

Add healthier or specialty diet items (e.g., low-sodium, plant- based, gluten-free)

45%

68%