Thanksgiving Food Shopping Spurs Online Grocery Growth

Black Friday gets all the attention, but Thanksgiving is a notable holiday for grocery retailers: 86% of consumers plan to purchase food for an event, according to a survey by JDA. While 83% of shoppers will grab their ingredients in-store, e-Commerce is playing a growing role: 7% of consumers plan to order holiday essentials online — almost double the projected rate of overall grocery e-Commerce purchases in 2018.

Nearly half of this digital shopping group, 46%, said this will be their first time ordering food products online. The top reason given for ordering Thanksgiving ingredients online was convenience, cited by more than 61% of shoppers.

Among this group of online Thanksgiving shoppers, 40% plan on buying their turkeys online. But hosts and their guests also will purchase a wide variety of food and drinks to complement the main course:

  • Canned vegetables, boxed stuffing and other non-perishables (60%);
  • Fresh produce (45%);
  • Dessert (38%);
  • Cider, beer or wine (38%);…