The majority--94%--of shoppers say they plan to gather with the same number or more people than last year, according to recent research from retail data science, insights and media company 84.51°. The Kroger subsidiary helps the grocer and its partners create customer-centric shopper journeys.
In addition, 1 in 3 shoppers will travel more this season, 84.51° found. However, while more shoppers are traveling, the vast majority still plan on cooking to celebrate the holidays. A whopping 92% said they enjoyed cooking the same or more than they did pre-pandemic.
Here’s what shoppers plan to cook this Thanksgiving, according to 84.51°:
- Side dish (76%)
- Main dish or entree (71%)
- Dessert (68%)
- Appetizer/hors d’oeuvres (51%)
- Cocktails/alcoholic mixed drinks (33%)
- Nothing (13%)
More cooking means shoppers will be heading to their grocery stores. With higher consumer confidence from the COVID-19 vaccines and relaxed safety measures, it’s more likely grocery stores will see an uptick in in-store shopping.
While consumers are utilizing pickup or delivery services for their groceries more often than before the pandemic, more visit stores to pick out their turkeys. In fact, more than 71% of overall shopping spend during the holiday period is for pickup and delivery among digital champ shoppers, or those who use digital channels the most for their grocery needs. However, even the most digitally savvy households shop in-store for Thanksgiving turkeys. Overall, 1 in 3 of these households buy their turkeys in-store. That means that event shoppers who use digital channels the most are more likely to pick out their holiday birds themselves.
Even in 2020, households were more likely to shop for their holiday meals in-store rather than shopping online. Many consumers considered online shopping “too risky” for their holiday meals, instead using it to supplement their in-store purchases.