This holiday season, New Jersey is among a handful of states where residents will spend less on groceries compared with consumers in other parts of the U.S., according to a new study.

From the percentage of income dedicated to grocery spending to the availability of supermarkets, regional differences shape how customers navigate the aisles of their local grocery stores.

According to Texas-based travel company Upgraded Points, Americans shell out an average of $930 per month on groceries – that’s over $11,000 annually or roughly 14% of their income. Across the U.S., consumers estimate that their grocery bills jump by nearly 20% during the holidays as they prepare for festive meals and gatherings.

However, not all states feel the pinch equally.

To uncover those patterns, Upgraded Points analyzed U.S. Census data on supermarket spending and density in every state. Then, it normalized those data points against median income and population to allow for more accurate comparisons across states.

It is the Garden State, after all

Upgraded Points identified New Jersey as a higher-income state where shoppers are less likely to spend a significant chunk of their paychecks at the grocery store. According to the study, these residents are expected to allocate about 11.4% of their income on holiday grocery shopping.

New Jersey joins a list that includes New Hampshire (10.7% of income), Maryland (11.2% of income), Massachusetts (11.5% of income) and Utah (11.8% of income).

The Garden State also has one of the highest grocery store densities in the U.S., 2.6 stores per 10,000 residents. That could help explain why New Jersey has one of the smallest projected increases in holiday grocery spending, the report said.

“New Jersey … may rank low on our list because their densely concentrated supermarkets need to keep prices more competitive to bring in customers. They also have higher average grocery costs throughout the year, so holiday surge pricing is likely less substantial,” the report said.

By contrast, states that tend to have lower median household incomes are projected to spend a greater share of their income on food this season. Those states include:

• Mississippi (21.1% of income)
• West Virginia (20.2% of income)
• Louisiana (19.9%)
• New Mexico (19.7%)
• Alabama (18.4%)

Hey, big spender

States such as Hawaii, Montana, Tennessee, Virginia and Texas are expected to see the biggest spikes in grocery spending during the holiday, Upgraded Points said.

“States in the South and West tend to report the largest increases, reflecting both higher holiday consumption and, in some cases, less access to competitive pricing. On the other hand, states in the Midwest and Northeast appear to be more conservative in their holiday spending,” the report said. “The holidays are a time for celebration, but for many, they’re also a reminder of the impact that extra grocery spending can have on their budgets.”

Commenting on the findings, Keri Stooksbury, editor-in-chief at Upgraded Points, said, “Grocery spending is a part of every household budget, yet how much Americans spend and where they shop can vary dramatically depending on their state and the time of year. Understanding how much of someone’s income goes to groceries and what their access to grocery stores is like can provide valuable insights into people’s everyday lives, particularly around the holiday season.”

As part of its research, the company surveyed more than 3,400 Americans to gain insight into their typical grocery shopping habits and how much more they spend during the holidays. Overall, 80% expect to see their supermarket trips become more expensive this time of year and 65% will shop more frequently for the season, the questionnaire found.

Eighty-eight percent said their grocery costs have risen over the past year and 93% report higher bills over the past three years, the results said.

Other numbers to know, according to Upgraded Points:

• Meat is the top spending category: with 37% of grocery budgets going toward proteins; produce takes the second spot, accounting for 23%, while packaged foods claim 16% of the average grocery bill.
• 60% prefer self-checkout lanes, with younger generations favoring the option the most.
• Over 1-in-10 Americans (12%) report “often” using grocery delivery services; 16% say they frequently use scheduled pickup options.
• 66% of Americans prefer generic brands over name brands for grocery staples.
• Nearly three-quarters of Americans participate in grocery store loyalty programs. Gen Z is the least likely to enroll (42%), while women lead participation over men (79% vs. 68%).