Examining Holiday Shopper Trends from 2021 to 2023
Insights from 84.51, Kroger’s data analytics subsidiary, explores how holiday shopper preparations and attitudes have evolved — or stayed consistent — over time. Since 2021, the company has surveyed approximately 2,000 Kroger shoppers to understand their holiday habits, and some clear patterns have emerged.
Thanksgiving Preparations
One consistent trend 84.51 notes is that a majority of shoppers set their Thanksgiving plans by early November, with fewer people making last-minute plans.
As for the size of Thanksgiving gatherings, most respondents (74%-80%) report spending the holiday with about the same number of people each year, indicating stable and consistent gathering sizes. For brands, 84.51 says this suggests a predictable pattern in terms of shoppers’ food, party supplies or other holiday-related expenses. Shoppers tend to plan for gatherings of similar size each year.
December Holidays
The December holidays also show a pattern of consistency. From Q4 2021 to Q4 2023, the majority of respondents have hosted about the same number of people each year. This suggests that households have established a rhythm in their holiday celebrations, 84.51 says.
Want to hear more insights from 84.51?
Kate Sulkey, 84.51 manager of insights, will take the stage at P2PI LIVE & Expo, Nov. 12-14, in a session titled “Beyond the Digital Basket: Understanding Today’s Hybrid Shopper” alongside Danone's Brandon Cole, e-commerce manager, and Richard Cundall, senior category manager. The speakers will unpack the digital journey of typical hybrid shoppers, what’s important to them, what drives their behavior and how that has evolved over time.
In terms of holiday travel in December, most respondents tend to stay local. Despite a slight increase in respondents planning to travel 50 miles or more to celebrate during the December holidays, the vast majority plan to celebrate the holidays close to home.
Holiday Sentiment
Respondents were asked if they agreed with the statement, “I hope that next year’s December holidays will be a similar experience to this year.” Since 2021, only about 20% of respondents strongly agreed with the statement, suggesting that while some shoppers enjoy the predictability of holiday traditions, others may be seeking new experiences or improvements.
Looking Ahead to 2024
With the 2024 holiday season nearing, 84.51 says it's clear that traditions and consistency play a significant role in celebrations. From early Thanksgiving planning to local December gatherings, many households take part in familiar routines. At the same time, there's an opportunity and desire for new holiday experiences next year.