Omnichannel Shoppers Expected to Spend Big This Holiday Season

A new report from Grocery Doppio, in collaboration with Incisiv and Wynshop, projects significant spending from holiday shoppers this season, particularly among omnichannel shoppers. Here are the main insights:

1. Robust Holiday Spending: The report anticipates a 6.3% overall increase in spending compared to the previous year. About 28% of shoppers plan to spend more on groceries during this holiday season than they did last year, indicating a blend of consumer confidence and practical adjustments.
2. Omnichannel Shoppers Lead Spending: Omnichannel shoppers, who use both online and in-store shopping methods, are expected to drive spending increases. 36% of omnichannel shoppers intend to spend more, compared to just 15% of online-only shoppers and 28% of store-only shoppers.
3. Rise in Digital Ordering and Curbside Pickup: A significant shift towards digital channels is anticipated, with 77% of shoppers planning to utilize these options for at least part of their holiday shopping. Additionally, 61% of shoppers expect to use curbside pickup more this year than last.
4. Dietary Diversity on the Menu: The report forecasts a 23% increase in festive meals catering to various dietary preferences, including options for health-conscious consumers, such as GLP-1 users. Moreover, there will be 36% more meals featuring at least one meatless main dish, reflecting growing interest in plant-based options.
5. Increased Purchases of Beverages and Gourmet Foods: Shoppers are expected to indulge more this season, with 7.3% planning to buy more beverages (both alcoholic and non-alcoholic) and 7.1% intending to purchase more gourmet and specialty items. This trend emphasizes the desire for both indulgence and convenience in holiday meal preparation.

Gaurav Pant, chief insights officer at Incisiv and Grocery Doppio, highlights the opportunity for grocers to capitalize on consumer desires for ease and indulgence by promoting high-end beverages, non-meat options, and gourmet items to enhance holiday meal experiences.