Americans rethink holiday plans as Covid-19 spikes again
The Grinch seems to have arrived somewhat early this year, in the form of COVID-19, and consumers are dramatically rethinking their holiday plans as a result of new surges in cases and the onset of colder weather in much of the country.
People say they will hold smaller gatherings - if they gather at all - and adapt their purchasing behaviors by buying more turkey cuts versus whole birds and avoid annual celebrations at restaurants (although they will continue to take out).
These are among IRI's latest research findings from the 'Home for the Holidays' report.
"Shoppers are navigating the ongoing COVID-19 pandemic with a variety of altered behaviors, creating opportunities for manufacturers and retailers that recognize and address these new behaviors quickly," said Joan Driggs, vice president of Content and Thought Leadership at IRI.
"CPG companies that satisfy these changing needs gain the opportunity to attract new shoppers as well as win back shoppers that might have migrated to other brands and/or channels earlier in the pandemic," concluded Driggs.
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