Four in 10 Americans to Buy Thanksgiving Groceries Online

More than 40 percent of Americans plan to shop online for some or all of the groceries needed for their Thanksgiving or holiday meal, more than twice as many as in 2017, according to RichRelevance’s Digital Grocery Survey: 2018 Holiday Edition. Amazon is the top online grocery destination for shoppers, followed by big-box retailers such as Walmart and Target, and traditional supermarkets like Safeway and Kroger. The top Thanksgiving items consumers plan to purchase online are bundled ingredients for side dishes, canned items like cranberry sauce, and beverages including alcohol. Turkey and frozen/pre-made desserts are the least likely to be purchased online.

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As online grocery demand rises, grocers are scrambling to meet the challenge

Grocers are implementing a variety of promotions to boost online shopping baskets and rope in new customers, whether it is discounts, personalized offers, comprehensive customer service or some combination of all of these. Fulfillment methods also vary widely. Many grocers have teamed up with Instacart or Shipt, while others have established their own programs or teamed up with smaller e-commerce vendors.

Experimentation in a burgeoning field like e-commerce is natural, but as more consumers do more shopping online, grocers need to have a secure strategy in place while also looking to the future.

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ONLINE GROCERY SHOPPING FOR THANKSGIVING WILL REACH 44%

More than 4 in 10 Americans (44%) plan to shop online for some or all of the groceries they need for their Thanksgiving or holiday meal this year. This is more than twice as many people who shopped online for Thanksgiving groceries in 2017, according to the Digital Grocery Survey: 2018 Holiday Edition from RichRelevance.

Amazon dominates as the top online grocery destination for shoppers (57%), followed by big-box retailers such as Walmart and Target (48%). Traditional supermarkets like Safeway and Kroger will attract a significant – but quite smaller – number of online shoppers (30%) this holiday.

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Online Grocery Shopping for Thanksgiving Will Reach 44%

More than 4 in 10 Americans (44%) plan to shop online for some or all of the groceries they need for their Thanksgiving or holiday meal this year. This is more than twice as many people who shopped online for Thanksgiving groceries in 2017, according to the Digital Grocery Survey: 2018 Holiday Edition from RichRelevance.

Amazon dominates as the top online grocery destination for shoppers (57%), followed by big-box retailers such as Walmart and Target (48%). Traditional supermarkets like Safeway and Kroger will attract a significant – but quite smaller – number of online shoppers (30%) this holiday.

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Survey: Nearly 50% of U.S. Consumers to Shop Online for Thanksgiving Groceries

The number of consumers purchasing grocery items online for their Thanksgiving meals will more than double this year, with 44 percent buying online compared with 20 percent last year, according to the Digital Grocery Survey: 2018 Holiday Edition from RichRelevence, a leader in experience personalization.

Amazon dominates as the top online grocery destination for shoppers (57 percent), followed by big-box retailers such as Walmart and Target (48 percent). Traditional supermarkets like Safeway and Kroger will attract a significant ― but smaller ― number of online shoppers (30 percent) this holiday.

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RichRelevance Digital Grocery Survey: Nearly 50% of US Consumers Will Shop Online for Groceries This Thanksgiving, up from just 20% Last Year

Twice as many people will purchase groceries online this holiday season vs last; popular items are canned goods and beverages – not turkey and pie

San Francisco, Calif. – November 14, 2018RichRelevance, the global leader in Experience Personalization, today announced key findings from its Digital Grocery Survey: 2018 Holiday Edition consumer survey. The study finds that more than 4 in 10  Americans (44%) plan to shop online for some or all of the groceries they need for their Thanksgiving or holiday meal this year.  This is more than twice as many people who shopped online for Thanksgiving groceries in 2017.

Amazon dominates as the top online grocery destination for shoppers (57%), followed by big-box retailers such as Walmart and Target (48%). Traditional supermarkets like Safeway and Kroger will attract a significant – but quite smaller – number of online shoppers (30%) this holiday.

The top Thanksgiving items that people plan to purchase online are bundled ingredients for side dishes (56%); canned items like cranberry sauce (51%); and beverages including alcohol (44%). Turkey (33%) and frozen/pre-made desserts (31%)  are the least likely to be purchased online.  When online orders are ready, more shoppers plan to pick up their groceries (47%) than have them delivered to their home (43%).

Americans overwhelmingly turn online for grocery shopping to save time (73%) – and 1 in 4 (26%) choose to shop online because it allows them to shop for groceries during work hours. The top factors keeping people from shopping online for groceries are a lack of trust that others will pick the best or freshest items (50%) followed by a reluctance to spend extra money (37%).

Across the board, respondents have strong opinion on which online tools would be most helpful as they plan and prepare a Thanksgiving or holiday meal. Half of Americans (50%) say that online personalized offers or discounts are helpful, followed by fast, accurate search results on a grocer’s site (46%) and having a grocer present them with relevant alternatives when a desired item is not available (43%).

“With online grocery shopping on the rise, it is critical that consumers have the best possible digital experience,” said Michael Ni, CMO, RichRelevance. “We’re hearing directly from consumers that personalization and relevance define a positive, valuable online shopping experience. As companies race to differentiate and establish their brands in grocery, these experience investments will be critical in determining market leaders.”

The survey of 1,565 U.S consumers was completed online in November 2018.

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