We are in the midst of the second pandemic holiday. How will it be different from holiday 2020? We surveyed U.S. consumers and they shared with us how they plan to shop for CPG and deck their halls (and their pantries) with the season's best eatings to celebrate the holiday.
1. SHOP EARLIER, AT MORE STORES AND BE INSPIRED BY HOLIDAY ADVERTISING
The plan is to check the list and check it twice earlier this year. Supply chain pressures and the potential of stock-outs this holiday season might have consumers headed out to shop earlier than usual. Americans are also open to new product/recipe ideas from holiday advertising, especially significant this year.
2. THEIR FAVORITE BRANDS, THEIR BUDGET OR THEIR TIME?
The battle between holiday meal budgets, availability and brand loyalty continues. Thirty-eight percent of Americans plan to buy their preferred CPG brands for their holiday meals, while nearly half (48%) plan to substitute their preferred CPG brands for those less expensive and easier to find.
3. SPEND AND SPEND MORE...
Nine out of ten of consumers plan to do the same or more amount of cooking this holiday compared to last year, and 83% plan to spend the same or more on holiday food shopping.
Americans already spent 12% more on CPG products during holiday 2020 when compared to holiday 2019, so we expect this year’s holiday to be one for the books. Cheers to pre-mixed cocktails and other convivial treats for the holiday table!
However you celebrate, the entire NCS crew wishes you and yours a happy holiday filled with family, friends and of course—food!
Hungry for more holiday insights? Check out our blog post, Score Your Invite to Shoppers' Holiday Tables.
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