Turn the post-holiday slump into ecommerce success
As the year-end festivities fade and winter sets in, retailers and brands brace for the inevitable slump. Historically, retail sales decline after the holiday season. While grocery retail is less affected than categories like clothing and toys, it still experiences a downturn due to recuperating personal finances and reluctance to venture out in unpleasant weather conditions. However, the growth of omnichannel shopping, especially in grocery ecommerce, has begun to offset this post-holiday dip. In early 2025, brands have a unique opportunity to mitigate the lull by offering incentives and promoting the convenience of pickup or delivery services to capture shopper interest.
Ecommerce is a bright spot in January
After the heavy spending on gifts and festivities, consumers often face financial strain, leading them to prioritize paying down debt and rebuilding savings. With overall spend decreases, shoppers shift energy toward uncovering deals and promotional discounts on everyday-use products. More than half (53%) of Kroger shoppers said they planned to increase their savings in January 2024 and 48% planned to spend less on entertainment outside of the home, according to the Consumer Digest. Simply put, consumers are looking to save money and take it easy at the start of a new year. Our research also shows a notable increase in ecommerce activity during this period. The percentage of sales on Kroger.com historically exhibits the highest growth at the beginning of the year, with January establishing the benchmark for digital penetration in subsequent months.
The increase in grocery ecommerce could be attributed to shoppers seeking convenience, as online grocery shopping provides the ease of home delivery or pickup. It is also in line with broader trends forecasting the growth of grocery ecommerce. By 2026, digital grocery sales will account for 19% of U.S. ecommerce sales, surpassing apparel and accessories as the largest ecommerce category, according to eMarketer.
Post-holiday tips
As the New Year begins, here are some tips to connect with shoppers and drive ecommerce growth during this period:
Keep campaigns active through January. Engage shoppers and simplify their lives with special offers and incentives.
Highlight the convenience of ecommerce. In your creative messaging, emphasize how easy and time-saving online shopping is to strengthen the overall value proposition.
Align your products with seasonal consumer needs. Focus on weekday essentials for the return to work/school, offer discounts for budget-conscious shoppers and promote items that support wellness goals.
Engage your audience through off-site channels. Utilize off-site advertising as consumers relax at home, scrolling through social media or streaming videos on CTV.
Capitalize on January to gain market share. Maximize category investments on-site to outperform competitors and boost ecommerce penetration.
Turn shopping lulls into opportunities
The post-holiday season can remain vibrant by understanding shopper needs and expectations. Emphasizing the convenience and savings of online grocery shopping, maintaining active campaigns and aligning products with seasonal needs will help you gain market share and establish a strong foundation for the year ahead.
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