How Shoppers Plan to Approach the Holiday Season

According to Chicory's Holiday Grocery Shopping 2022 guide, price is expected to be the largest factor for shoppers this holiday season, signaling a continued shift towards private brands.
Zachary Russell
Associate Editor
Zachary Russell profile picture

Digital shopper marketing platform Chicory has shared its Holiday Grocery Shopping 2022 guide, detailing how more than 1,300 survey respondents plan to celebrate the holidays, and what they plan to buy.

“With a focus on hyper-relevant, contextual advertisements, Chicory regularly conducts consumer research to stay close to current grocery shopping and cooking trends,” said the company in the report’s introduction. “The results offer insight into holiday hosting, meal planning and grocery shopping habits. CPG brands can leverage the data to optimize holiday strategies and drive sales.”

With COVID-19 restrictions virtually gone in the U.S., 70% of respondents said they plan to host or attend a gathering of 10 or more people this holiday season, with over a quarter planning to attend an event with more than 20 people.With larger events comes meal planning, potentially a strong sign for private brands as inflation continues to push consumers away from national brands to save money. 

Chicory’s survey found that 90% of shoppers anticipate the need to purchase pre-made meal solutions, with ready-to-eat appetizers and snacks and store-bought baked goods leading the way by a sizable margin. More than half of those surveyed said they planned to purchase wine over the holidays, with beer coming in as the second preferred alcoholic beverage option.

Chicory 2022 Holiday Grocery Shopping Guide

Shoppers are also planning for multiple grocery hauls at multiple retailers for their holiday gatherings. Over 70% of respondents said they plan to shop at multiple retailers, signaling a search for the best prices possible. Traditional grocery stores are expected to see the most traffic, followed by supercenters and wholesale clubs.

Above all else, price will have the biggest impact on brand selection for consumers, according to Chicory’s survey. Almost 70% of respondents named price as their top consideration, followed by flavor, availability and brand familiarity.

“Brands looking to win the basket need to make themselves easily accessible to today’s consumer, online and in-store, as well as position themselves as the most flavorful, high-quality option in their price bracket,” said Chicory.

Chicory’s full Holiday Grocery Shopping 2022 guide can be found here.