A tale of two holiday seasons

As we approach the 2023 holiday season, CPG marketers are analyzing shopping trends to understand how customer preferences and purchase behavior continue to evolve. Our research indicates this holiday season will see some notable shifts from 2022. Shoppers plan to approach their grocery purchases differently, with side dishes edging out main courses for the top spot on shopping lists. When it comes to where they will shop, interest is lower for options like local small businesses and sustainable products. As we dive into the upcoming holiday shopping season, these insights provide a glimpse into the changing priorities and habits of customers.

Side dishes edge out main courses

In both 2022 and 2023, main courses, desserts and side dishes topped holiday grocery lists. However, side dishes took over the #1 spot in 2023, bumping main courses down to #2. Appetizers and non-alcoholic beverages rounded out the top 5 in both years, though appetizers saw a boost in 2023.

We also explored how likely customers are to shop at local businesses, national small businesses, charitable organizations, minority-owned businesses and purchase sustainable products. Interest dropped across the board from 2022 to 2023, with the biggest declines seen for local small businesses and products/sites that support charitable causes. This overview shows some of the key changes in how customers approach holiday shopping between 2022 and 2023. From grocery purchases to shopping small, preferences continue to evolve. Download the infographic to learn more about customer preferences this holiday season.

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