How Consumers Plan to Shop This Holiday Season, According to 84.51°
Consumers will be more likely to spend on premium items, be less brand-loyal, make side dishes from scratch and more this holiday season, according to the latest white paper from 84.51°, Kroger’s retail data and insights company.
The Holidays 2022 white paper details eight key shopper insights that give retailers insights into how customers will spend this holiday season. Research for the study included 400 consumers who shopped at one of Kroger’s 25+ banner stores from April-July of this year.
“Shoppers are shifting behavior to stretch their dollars in this inflationary environment, and they are in turn forcing brands to rethink their strategies to stay in the consideration set,” Barbara Connors, VP of strategy & acceleration at 84.51° told Store Brands. “This presents an opportunity for private label and value brands to capture trials with a new set of customers looking for value in new places. It also elevates the need for all brands to create data-driven plans that blend smart promotions and targeted media to create awareness and value for their target shoppers.”
According to the research, 19% of shoppers said they planned to purchase brands or products that are more expensive than what they typically buy, while 74% said they planned to stick to the products and brands they typically purchase. Despite this increase, most consumers will try to be frugal as a result of inflation increasing monthly grocery spending this year.