One in Five Kroger Shoppers Delaying Major Purchases Until After the Presidential Election.

As fall arrives, grocers are preparing for the upcoming holidays, including Halloween, Thanksgiving, and Christmas parties. However, a recent poll from 84.51°, the Kroger-owned data analytics firm, reveals that many shoppers are postponing significant spending until after the presidential election on November 5.

Eighteen percent of respondents in the survey indicated they are deferring big-ticket purchases until after the election, while 15% are delaying investment decisions. Despite this, more than half of Kroger customers (53%) have no intention of reducing their spending until after the election.

Younger shoppers are particularly inclined to take a cautious approach. Sixty-two percent of respondents aged 18 to 34 plan to wait until after the election to make purchases, compared to 44% of those aged 35 to 54 and 42% of shoppers aged 55 to 74.

In the spirit of the holidays, 96% of shoppers reported plans to celebrate one or more upcoming holidays, including 65% for Halloween, 89% for Thanksgiving, 91% for Christmas, and 69% for New Year’s Eve/Day.

To manage their expenses, 71% of shoppers are prioritizing sales, deals, and coupons. Additionally, 44% expressed concerns about their holiday spending this year, with 43% stating they will shop at stores offering the most significant discounts. Notably, 91% of respondents plan to spend the same amount or less this holiday season compared to 2023.

To find holiday deals, shoppers will utilize various resources, including 75% using digital coupons, 65% referencing weekly ads and circulars, 60% visiting retailer websites, 52% using retailer apps, 36% engaging with cashback apps and websites, 34% using personalized paper coupons, 27% relying on word of mouth, and 25% checking manufacturers’ websites.

Interestingly, 22% of respondents aim to skip physical stores altogether by doing their holiday shopping online.

This year, food and gifts will likely dominate holiday spending, with 44% of survey participants planning to purchase gifts and 43% intending to buy holiday food items. Major shopping events will kick off the holiday season, with 67% of shoppers indicating they will shop on Black Friday, 62% on Cyber Monday, and 20% on Small Business Saturday.

Among younger shoppers, 92% aged 18 to 34 plan to take part in holiday sales events, while participation drops to 83% for those aged 35 to 54 and 66% for shoppers aged 55 to 74.

With Halloween approaching, 53% of shoppers plan to decorate their homes for the occasion. Forty-eight percent intend to carve pumpkins, 43% will hand out candy at home, 36% are stocking up on candy, 33% will go trick-or-treating, and 26% plan to attend Halloween parties.

In terms of decorations, mass retailers are projected to lead sales with 43%, compared to 33% for traditional grocery stores. While major chains like Walmart and Target are likely to offer the most decorations, traditional grocers are expected to sell the most candy. Sixty-two percent of shoppers plan to purchase their candy from grocery stores, while 43% will shop at mass retail outlets, and 23% will head to club stores.