Shoppers are price-conscious but still have generous hosting and gifting plans this holiday season, according to Breaktime Media.
Breaktime surveyed nearly 880 shoppers on their holiday traditions, including meal spending, what they’re buying and where. Grocery stores are the most popular place for survey respondents to shop for holiday meal needs. Walmart and warehouse clubs come in second and third, respectively.
When selecting important factors for their holiday meal, 37% chose flavor, 29% selected cost and 12% picked trust of brand.
At least 44% of those surveyed shop at Amazon for holiday gifts, followed by 18% at Walmart and 10% at Target.
Depending on the product, 41% of respondents said they shop both online and in-store. A total of 37% said they shop purely online while 22% said they shop entirely in-store.
Breaktime Media highlighted the following best practices for marketers to reach shoppers:
- Inspire purchase with recipes showcasing innovative or classic ways to use your brand’s products.
- Amplify a special offer to convert the shoppers who stated cost as their purchase driver and boost sales.
- Encourage shoppers to share how they’re incorporating your brand into their holiday with a social giveaway.
- Use a list to educate shoppers on the quality and flavor profiles of your SKUs.