The majority of American shoppers plan to spend their grocery dollars at Walmart this holiday season, according to a new report.
In Field Agent’s study of more than 4,000 Christmas shoppers, the research firm found that 48 percent said Walmart is the one retailer where they plan to buy most of their foods and beverages for holiday entertaining. Other retailers on the top 10 list did not include one of Walmart’s chief rivals: Amazon.
The other retailers that shoppers plan to use for holiday food purchases include: Target (9 percent), Kroger (9 percent), other (5 percent), Aldi (5 percent), Costco (4 percent), HEB (3 percent), Publix (3 percent), Meijer (3 percent), and Sam’s Club (3 percent).
“I think Walmart will, far and away, be the winner this holiday season in terms of shared grocery spending on holiday meals. They’ve done the best job at penetrating what we might call ‘full grocery shopping’ as against buying individual products that some people call ‘spearfishing’,” Bill Bishop, chief architect at Brick Meets Click, told SeafoodSource.
“With well over 1,000 of Walmart’s 4,000 stores enabled for pick-up and delivery or online orders, I would not bet against Walmart in a race with Amazon for holiday food sales,” Jay Jacobwitz, president of Retail Insights, told SeafoodSource.
In order for retailers to snare fresh and frozen holiday sales, “they need to find ways to move the product to a commodity purchase to something special,” Bishop said. “This might involve providing a special recipe or could be a story that makes the product unique. It’s amazing, but doing this type of thing means that it’s no longer all about price, which makes the whole proposition a lot more profitable.”
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