Thanksgiving takes the prize for biggest shopping week of the year for many shoppers, and we’re not talking Black Friday. Before giving thanks, prices will be cut and ingredients purchased for the main event: the Thanksgiving meal. Understanding how we shop Thanksgiving – from turkey to mashed potatoes to pumpkin pie – can help grocery retailers and suppliers make the most of the holiday rush.
MAIN DISH DYNAMICS: HOW TO WIN THE TURKEY
Turkey is the main dish of most Thanksgiving meals and retailer holiday promotions, so it’s no shock that 75% of turkeys sold throughout the year are purchased in November. Winning the turkey can mean winning the Thanksgiving basket, and this is important because shoppers spend 1.5 times more across the store, on average, when the bird is in the basket.
Since winning the turkey means winning the Thanksgiving basket, efficient promotions and advertising strategies are a must. Retailers can tailor strategies by targeting the two distinct shopper groups that emerge during the month of November: planners and last-minute shoppers. Cross-promoting turkey with preparation products (seasonings, garlic, stuffing mixes) the week prior to the holiday for planners and offering “last minute” discounts the week of the holiday for last-minute shoppers could help drive incremental sales for this big-ticket item.
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