Financial hardship is gripping American households, with a startling new trend emerging: crowdsourcing for basic groceries. A recent survey reveals that over half of the population is struggling to afford food, leading to a significant rise in pleas for help on platforms like GoFundMe.
The Crowdfunding Crisis for Essentials
Tim Cadogan, the CEO of GoFundMe, confirmed this troubling shift on the Opening Bid Unfiltered podcast. He stated that the company has witnessed a notable increase in a category labelled 'essentials,' which encompasses rent, utility bills, car payments, and food. 'That category has gone up significantly in the last three years in practically all our markets because affordability is an issue in essentially all developed economies,' Cadogan explained. When questioned directly about groceries, he added, 'Very sadly, yes. We are seeing that more and more.'
The Stark Reality of Rising Food Costs
This admission aligns with stark economic data. The average US grocery bill has skyrocketed, with one estimate showing that a $100 shopping list from 2019 now costs about $137—a dramatic 37 percent increase. Official figures from the US Bureau of Labor Statistics showed that overall inflation rose 2.9 percent in the year to August. However, the strain on groceries was more acute, with food at home increasing 2.7 percent and prices for meats, poultry, fish, and eggs jumping 5.6 percent.
A separate survey by retail technology firm Swiftly found that a staggering 70 percent of US consumers are finding it difficult to afford their groceries. This widespread hardship is the likely driver behind the boom in GoFundMe campaigns for basic necessities, with hundreds of posts now seeking help with food from families, students, and the elderly.
Human Stories Behind the Statistics
The platform is filled with personal appeals that highlight the depth of the crisis. Cameron Moros from Pennsylvania is asking for funds to support his family, stating, 'Life has been a tough few months, trying to get the car repaired and put groceries on the table for my family! I have two pre-teens, a service dog and no food as of today!'
In another case, Angelique Carson started a GoFundMe for her friend Silvia, who is experiencing 'financial trouble as a result of the government shutdown.' Carson wrote that Silvia's main concerns are 'paying her rent and groceries to feed her and Miranda [her daughter].' Further south, Florida local Ann Liggett is also seeking help to feed her household of six.
In response to this growing food insecurity crisis, GoFundMe launched a campaign in 2020 called the 'Essentials Fund,' which has raised over $2 million. The initiative provides emergency cash grants directly to verified fundraisers, offering immediate relief to those falling short as prices rise.
The Inflation Timeline and Future Outlook
The surge in food prices began in 2020 when the pandemic disrupted supply chains. Grocery costs rose 3.5 percent that year, followed by a 3.9 percent increase in 2021. The most severe spike came in 2022, when food prices jumped nearly 10 percent, the fastest rise since 1979. Grocery prices alone climbed 11.4 percent, driven by the war in Ukraine, soaring energy costs, and avian flu outbreaks.
Federal data showed that in 2022, Americans spent 11.3 percent of their disposable income on food, the highest share since 1999. While prices began to ease in 2023 and have slowed further in 2024, new pressures from tariffs on imported staples like bananas and coffee continue to fuel the affordability crisis. The USDA expects food price inflation to remain moderate but still above historical averages, projecting a 2.7 percent rise in 2026.
