Who Is the Grocery Store “Holiday Shopper”?

As the winter holidays near, retailers can look forward to the most challenging and rewarding time of the year. The holiday season, though, goes beyond toys and gadgets; people gather to celebrate around meals. Grocers are thus put in a position to impact their costumer’s holidays, develop their brand and rock their bottom line. Grocers can deliver what the Holidays smell and taste and feel like.

Image from http://research.nrffoundation.com/Default.aspx?pg=9039#.VGuF9blkSg8

Image from http://research.nrffoundation.com/Default.aspx?pg=9039#.VGuF9blkSg8

Winter holiday sales, which total over $600 billion dollars, are at a record high. In 2013, consumers spent an average of $730 on gifts, food, decoration and more(1). With over 90% of Americans participating, the winter holidays sales are almost ten times larger than the second largest shopping season, back-to-school. Studies outline the holiday shopper’s profile:

  • 90% of shoppers will make gift-giving a priority
  • 98% of shoppers will make spending time with family a priority
  • 93% of shoppers intend to get together with family and friends in dinner and parties. (2)

This shows that, while most of the hype revolves around presents, the holidays are mainly about our loved ones and, most often, the food we share with them. This discovery is reinforced by consumer surveys: when asked about planned holiday spending, consumers replied as follows.

Image from http://research.nrffoundation.com/Default.aspx?pg=9003#.VGuE77lkSg-

Image from http://research.nrffoundation.com/Default.aspx?pg=9003#.VGuE77lkSg-


1 https://nrf.com/news/the-long-and-short-of-americas-consumer-holidays
2 http://www.imperialdist.com/2009/10/holiday-merchandising/