San Diego has set a precedent as the first city in the nation to oppose digital-only coupons in grocery stores. According to a CBS 8 report, the San Diego City Council voted in favor of the Grocery Pricing Transparency Ordinance, a new policy that effectively bans digital-only deals unless a physical counterpart is also made available to all customers. Spearheaded by Councilmember Sean Elo-Rivera, the ordinance aims to even the playing field for those who may not be tech-savvy or lack access to the internet.
The move is a significant one, looking to immediately protect those previously left to watch, powerless, as others benefited from discounts out of their reach. As FOX 5 San Diego reported, Elo-Rivera sparked this ordinance partly due to his father's repeated frustrations with accessing digital coupons. He identified a pervasive 'digital divide' that was locking a sizable portion of the population out of potential savings, thereby exacerbating existing financial strains. San Diego's council unanimously backed the ordinance, with promises to ensure transparency and savings for all consumers.
Notably, participants in the council discussion highlighted the importance of this ordinance for seniors and low-income families – two groups hardest hit by the digital divide. As a Serving Seniors volunteer named Fred Davis expressed in an interview with CBS 8, the difficulty of navigating grocery apps only adds frustration, especially when assistance from store staff isn't forthcoming. Supporters insist this ordinance is necessary to remedy the everyday challenges faced by many San Diegans.
The implications of the new policy aren't without contention, though. The California Grocers Association forwarded concerns suggesting the ordinance might reduce access to discounts rather than expand it, particularly impacting store loyalty programs. Representing the association, Tim James argued to FOX 5 San Diego that the physical replication of thousands of digital deals isn't feasible for stores and might inadvertently harm consumers more than help. Nonetheless, the council sees this measure as an urgent response to provide immediate financial relief and market fairness.
