A new poll released by the Chamber of Progress finds that a majority of New Jersey residents oppose proposed restrictions on algorithmic pricing that could affect grocery discounts. As lawmakers consider the Fair Price Protection Act in Trenton, they join the growing national debate.
The survey, conducted in April by Morning Consult, reports that 70% of respondents oppose banning tools such as loyalty programs, personalized coupons, and discounts for seniors and students when those offers rely on algorithms.
Additionally, 69% said they would prefer to retain access to discounts rather than require uniform pricing for all shoppers, while 61% said it is reasonable for retailers to offer different prices through loyalty and rewards programs.
The findings come as policymakers debate legislation aimed at limiting the use of personal data in setting grocery prices. Supporters of the bill have raised concerns about potential price discrimination tied to algorithmic pricing, while critics argue that broad definitions in the proposal could unintentionally restrict widely used discount mechanisms, including digital coupons, cart-based offers, and loyalty rewards.
According to the poll, 74% of New Jersey residents said they are comfortable sharing some personal shopping data in exchange for discounts or better prices, while 71% believe requiring identical pricing for all customers would result in fewer discounts overall.
Respondents also identified potential downstream impacts, with 60% saying a ban on targeted discounts would hurt lower-income consumers, 54% citing families with children, and 52% pointing to seniors. Majorities of both Democrats and Republicans opposed bans on loyalty rewards and personalized coupons.
The results contrast with a separate survey conducted by the United Food and Commercial Workers International Union, which found that roughly two-thirds of New Jersey residents believe algorithmic pricing could lead to higher grocery costs.
The Chamber of Progress – a tech industry coalition devoted to a progressive society, economy, workforce, and consumer climate – said its polling reflects consumer sentiment when respondents are informed that a broad ban could extend to discount programs commonly used to lower grocery bills.
In a statement, Chamber of Progress Policy Manager Drew Ambrogi said lawmakers should ensure any final legislation addresses concerns about pricing fairness without eliminating discounts consumers rely on.
The organization has also launched a campaign, “More Ways to Save,” advocating for the preservation of data-driven discounts while supporting measures aimed at curbing predatory pricing practices.
The debate in New Jersey follows closely behind action in Maryland, where lawmakers recently enacted the nation’s first law targeting so-called “predatory” or surveillance-based pricing in grocery stores. The state’s Protection from Predatory Pricing Act, signed by Gov. Wes Moore, prohibits retailers and third-party delivery services from using personal data — such as location, browsing behavior, or demographics — to set individualized prices or raise prices for specific shoppers.
The law, which takes effect Oct. 1, also restricts dynamic pricing practices by requiring grocery prices to remain stable for at least one business day and bars the use of surveillance data in automated pricing systems. Maryland is the first state to implement such a ban, part of a broader push to address concerns over transparency and data use in food retail.
However, the Maryland law includes notable carve-outs, allowing traditional promotions such as loyalty programs, discounts, and other standard pricing mechanisms to continue — an approach some policymakers and industry groups have pointed to as a more targeted model.
