Publix is bringing back an annual holiday grocery discount as it navigates a concerning shift in consumer spending.
The grocery chain, which operates more than 1,400 stores across eight states, saw its comparable-store sales decline 0.6% year over year in the third quarter of 2026, according to a recent press release. Meanwhile, Publix generated roughly $1.1 billion in net earnings during the quarter, down from $1.2 billion it earned in the same quarter in 2025.
Publix said that the sales decrease “was primarily due” to the impact of the Medicare maximum fair price change, which lowered the cost of 10 prescription drugs and altered pharmacy reimbursement rates, as well as “economic conditions impacting consumer spending.”
“We know many of our customers are feeling the effects of a challenging economy,” said Publix CEO Kevin Murphy in the press release.
Publix brings back Veterans Day discount
As customers respond to economic pressures, Publix has announced its annual Veterans Day discount, giving them another reason to shop at its stores.
The grocery chain is granting “veterans, active military and their families” a 10% discount on groceries on Veterans Day, Nov. 11, according to a new press release.
In order to receive the discount, shoppers must present a veteran or military ID card, driver’s license with veteran designation or discharge documents.
Publix, which will operate regular business hours on Veterans Day, said this discount applies to in-store purchases only and can be redeemed with a cashier at one of its checkout registers or with a store associate at its self-checkout lanes.
Read more: Publix faces uphill battle as customer behavior shifts
It also notes that “prescriptions, alcohol, tobacco, gift cards, lottery tickets, postage stamps and money services” are excluded from the offering.
The discount comes during a time when grocery prices are rising nationwide. According to the latest Consumer Price Index data from the U.S. Bureau of Labor Statistics, food-at-home (grocery) prices increased 0.4% in October from the previous month.
As prices climb, many U.S. consumers have grown more cautious about their spending, especially during this year’s holiday season.
A survey from the National Retail Federation (NRF) found that 56% of Americans say that the state of the U.S. economy will affect their holiday spending plans this year. Grocery stores ranked as the second-most popular holiday shopping destination, with 43% of consumers planning to visit them to purchase gifts and holiday items.
Among shoppers who said their holiday spending will be affected by the economy, 43% plan to shop for more sales, 31% expect to comparison shop online more often and 29% plan to use coupons more frequently.
“With affordability top of mind, holiday shoppers are taking a thoughtful approach to spending, balancing value with preserving traditions that make the holiday season special,” said Allison Zeller, a retail analyst and NRF’s vice president of industry and consumer insights, in the survey release.
Publix is offering a 10% Veterans Day grocery discount amid sales challenges. J. Michael Jones / Getty Images
How Publix’s Veterans Day discount stacks up to rivals
Publix isn’t the only grocery retailer that is offering customers a Veterans Day discount this year.
On Nov. 5, Target announced in a press release that in honor of Veterans Day, it is offering a Target Circle Military Appreciation Discount, which gives “verified military members, veterans and their families who are Target Circle members” 20% off one qualifying storewide purchase from Nov. 5 through Nov. 11.
Winn-Dixie is also offering veterans and active-duty military members an 11% discount on a valid in-store purchase on Veterans Day this year.
More Grocery News:
Target raises price of annual grocery deal for holiday shoppers
Kroger loses $12 billion as customer behavior takes a turn
Publix struggles to reverse concerning customer behavior
Food Lion, which has more than 1,100 store locations across 10 states, is taking a similar approach by granting veterans and their families a 10% Veterans Day discount on Nov. 11.
Hy-Vee, which operates across eight Midwestern states, is taking it a step further than rivals by offering veterans and active-duty military members a free breakfast on Veterans Day, from 6 a.m. to 10 a.m., at all Hy-Vee locations with hot food service.
This will be in addition to the 15% discount it is offering them on grocery purchases made in stores or online at Hy-Vee and Dollar Fresh Market locations on that day.
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