Kroger Launches First-Ever ‘Customer Appreciation’ Sale as Merger Cases Enter Fifth Week

As Kroger Launches First-Ever ‘Customer Appreciation’ Sale as Merger Cases Enter Fifth Week, the grocery giant is preparing for a critical legal battle. Beginning on September 30, Kroger will face its third antitrust case challenging the $24.6 billion merger with Albertsons, this time in Colorado. This case is crucial for Kroger, which argues that the acquisition is essential to compete against retail powerhouses like Walmart, Amazon, and Costco, who are rapidly gaining market share.

With the Colorado case underway, Kroger will be defending the merger in three simultaneous legal challenges. The first began in late August, led by the Federal Trade Commission (FTC) and supported by nine attorneys general, currently being heard in a U.S. district court in Portland, Oregon. The second trial, initiated in mid-September by Washington Attorney General Bob Ferguson, continues to press concerns over the deal. Now, Colorado’s Attorney General Phil Weiser is set to bring the third challenge to the merger.

Amid accusations of price gouging on essentials like eggs and milk—claims Kroger has repeatedly denied—the retailer is launching its first-ever Customer Appreciation Week. The mega-sale, running from September 25 to October 1, is designed to reward loyal customers with exclusive deals.

“During this special event, we are celebrating customers with our hottest deals and digital coupons to show our sincere appreciation and say thank you for choosing Kroger,” said Stuart Aitken, Kroger’s senior vice president and chief merchant and marketing officer, in a press release.

The sale highlights discounts on Kroger’s private-label products, such as Kroger Brand orange juice, pasta, and pasta sauce. Popular brands like Coca-Cola, Pepsi, and Starbucks are also featured. Additionally, members of Kroger’s loyalty program, Boost by Kroger Plus, can enjoy deeper discounts, with items like Kroger Brand Flour, Smart Way Sugar, and Kroger Brand Chips priced at just 99 cents.

This event appears strategically timed to capture customer attention and spending ahead of Amazon’s Prime Big Deal Days, which are set for October 8-9. The Amazon sale, exclusively for Prime members, includes a wide array of grocery items and products from its recently launched private-label brand, Amazon Saver, with most products priced under $5.

Amazon’s sale also features a rotating selection of eight to 15 grocery items at up to 50% off and over 1,200 products discounted by 25%, aiming to drive further growth of its Prime membership program. Kroger’s Customer Appreciation sale may be a preemptive move to keep customers engaged and loyal as competition heats up in the grocery sector.