Infographic: Trends for Holiday Shopping 2023

This year, shoppers are optimistic about celebrating their favorite holiday traditions with friends and family and are looking forward to creating festive meals. However, challenges and shifts are on the horizon as many consumers stress over rising costs, according to recent research from Kroger’s 84.51 data analytics subsidiary.

84.51 used first-party data to explore shifting consumer behavior and sentiment ahead of the 2023 holiday season. The research found that while shopper concern over inflation is at its lowest level since October 2022, it’s still high with 65% concerned. It also indicated that 33% of shoppers can cover their monthly expenses but have little left over, and 27% report living paycheck to paycheck to cover monthly expenses.

These factors are causing shopping habits to continue to evolve. Key findings highlighted in an infographic from 84.51 (see below) include: 

• Shoppers are bracing themselves for high prices but are willing to splurge on holiday items, including desserts, limited-edition snack items and gifts.
• Plans to shop local/small, sustainable, minority and other related businesses have shrunk slightly compared to 2022, especially local small businesses.
• 73% of customers said they will purchase brands/products that are similar to what they typically buy, while 14% will purchase what’s less expensive and 13% will purchase the more premium option.
• Shoppers anticipate attending gatherings with a similar or higher turnout than last year.
• Shoppers are sticking with familiar brands for holiday parties and groceries.
• Coupons are in demand for holiday purchases.
• In-store is the preferred choice for holiday groceries and decorations.
• Holiday grocery shoppers are increasingly taking the omnichannel route.
• Online pickup continues to rise among holiday grocery shoppers.
• Brand loyalty for centerpiece dishes is softening.
• Shoppers anticipate making many side dishes from scratch.

In addition to the infographic above, 84.51 released a new whitepaper, titled “From tradition to transformation: Examining holiday shopping trends and evolving customer habits,” unpacking how shoppers are navigating the current economic conditions and insights into evolving trends on its website.