SHOPPERS WANT DEALS BUT ARE WILLING TO SPLURGE IN SELECT AREAS OF THE STORE, ACCORDING TO RESEARCH FROM KROGER-OWNED ANALYTICS FIRM 84.51°.
With COVID less of a threat than in previous years and inflation moderating, consumers are ready to resume holiday celebrating in a more-traditional fashion.
Shoppers are looking to splurge on key holiday meal ingredients, including desserts, appetizers, beverages and seasonal offerings, according to a holiday report from Kroger-owned data science firm 84.51°.
Prices, however, remain top of mind. So, focusing on value in holiday offerings will be a good way to drive sales, the report noted. In-store product sampling is also a smart way to encourage trial.
Shining a spotlight on the bakery might be a wise idea during the holiday season. Forty-two percent of consumers surveyed said they plan to splurge on seasonal desserts, 84.51° found, “as shoppers strive to strike a balance between enjoying special treats and maintaining financial prudence.”
A quarter of shoppers, the report found, plan to splurge on appetizers.
When it comes to main dishes, spiral hams, king crabs and bone-in turkey breast over-index in percentage of total Kroger sales in December, the report found.
Side dishes have some variance in whether people prefer to make them from scratch or purchase them already prepared. More than three-quarters (77%) of those surveyed said they intend to make mashed potatoes in their home kitchens, for example, but just 19% said the same for cranberry sauce, 42% for pies and stuffing, and 46% said they plan to make their own gravy.
“Empower and inspire shoppers with strategic approaches that combine inspiration and convenience with expertise,” 84.51° said.
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