James Sills explains in Western Grocer what Grocers can do to drive traffic, build bigger baskets, and increase customer loyalty during the holiday season.
Promotions remain the primary motivator for driving foot traffic in grocery retail. The right promotions during the holidays capture larger higher-margin baskets while creating positive, long-lasting impressions on shoppers.
The holiday season is a time for gathering–whether it’s family around the table, friends sharing a festive meal, or colleagues enjoying a holiday potluck. For grocery retailers, the season offers a unique opportunity to connect with consumers through deals, making entertaining easier, more enjoyable, and stress-free.
But holiday traditions evolve, and so do consumers’ needs. Modern holiday shoppers often face the pressures of planning menus that accommodate diverse dietary preferences. Grocers must evolve if they expect to be the one-stop location for holiday food and meal preparation.
Understanding Holiday Shoppers
According to forecasts, holiday spending continues to climb, and consumers are expected to spend a record $902 per person, and non-gifts, such as food, candy, decorations, greeting cards and other holiday items, are expected to be $261 per shopper. While not often shown in the splashy commercials, grocery stores are the second highest holiday shopping destination, behind online shopping. In fact, 46 percent of adult shoppers will be spending money at those grocery locations, specifically for the holidays.
Holiday grocery shopping differs from any other time of year. Shoppers buy specialty items and ingredients they usually don’t. Retailers have a unique opportunity to drive impulse buying as shoppers wander around grocery aisles searching for items they don’t usually purchase.
Grocery retailers can connect with consumers by offering curated bundles for stress-free shopping. Promotions that pair holiday meals with wine will increase basket sizes and enhance the holiday experience.
The Keys to a Merry and Meaningful Promotion
Grocers can stand out this holiday season by crafting promotions that address the unique needs of holiday hosts and guests alike:
- Highlight Seasonal Gatherings: Promotions should focus on the moments that matter. Position your store as the ultimate source for creating those cherished memories.
Read the full article in Western Grocer here.