Post-Holiday Momentum: Win the restock season

The wrapping paper is cleared, the last cookie crumbs swept away, and too often, marketing budgets follow suit. But here’s what the data reveals: the holiday isn’t over. It’s shifting. 

Shoppers are trading celebration mode for reset mode. They’re reloading carts, refreshing homes, and restocking essentials that carry them into the new year. This is a proven restock and routine-building moment and your first big chance to own 2026.

The Data Is Clear: Shoppers Are Active 

Source: 84.51° Stratum, Total Kroger, 2024.

The week between Christmas and New Year’s is anything but quiet. Trips per household are 1.5X higher than the average week throughout the year, proof that carts are still rolling even as decorations come down. And the momentum continues: trips remain 1.6X higher throughout January as shoppers reestablish routines and restock their kitchens. 

This isn’t leftover holiday buzz. It’s intentional behavior driven by routine resetting, restocking, and an openness to change.

Meals at Home Mean Stock-Up Opportunities 

Between Christmas and New Year's Day, 71% of households are spending time with family and 64% are relaxing at home. This is an opportunity to build moments around the table as people are eating more meals at home.

By January, the focus sharpens. A majority of shoppers are still spending time with family but are shifting attention back to work and establishing the patterns that will carry through the first quarter and beyond. 

That means more meals, more snacks, and more shopping occasions driven by both comfort and convenience.

The Categories Commanding Attention 

Post-holiday spending concentrates in five key areas: 

• Fresh Foods – Fridges need replenishing after hosting season 

• Beverages & Grocery Staples – Beverage spending rises 52% post-holiday 

• Snacks – Spending jumps 45% as families settle into new routines 

• Household Essentials – Homes get reset for the year ahead 

• Health foods – Shoppers are looking for healthier options after indulging  

These aren’t impulse purchases, but foundation for yearlong habits.

Brand Loyalty Meets Trial Opportunity 

About half of households (55%) stick to brands they know during this period, but it’s also a moment of openness. 63% say free samples influence purchases, and 71% are motivated by price discounts. 

Comfort in the familiar with curiosity for the new, creates an ideal environment for reinforcing loyalty and driving trial through smart retail media investment. 

Visibility Wins: Why Placement Matters 

In these critical weeks, shoppers are hunting for deals. A striking 58% of shoppers say deals directly motivate their purchases in the weeks following Christmas day, proving that price and promotions can make or break a sale. That means being visible exactly when and where shoppers make decisions is essential to finish the year strong. 

Stay front and center with: 

• Product Listing Ads (PLAs) to boost your products across highly trafficked placements in search results and other personalized carousels. 

• Targeted Onsite Ads (TOAs) to drive inspiration and consideration with relevant shoppers while they’re resetting. 

The Opportunity: Own the Reboot 

The period between Christmas and New Year’s, and the weeks that follow, isn’t a lull. It’s a reboot: a rare moment when consumers are open to change and ready to commit to new patterns. 

Smart CPG brands double down now by: 

• Maintaining or increasing PLA investment to capture high-intent search traffic 

• Securing TOA placements while competitors pull back 

• Leading with price-driven offers to convert deal-seekers 

• Supporting trial with sampling, tapping into proven motivators 

Trips are up. Spending is focused. Openness to new brands is real. Stay visible when shoppers are active, engaged, and ready to spend. The routines they build in January become the head start to your year ahead.  

Download the infographic to see what’s driving the post-holiday shopping surge.  

Source: 84.51° In-Queries, October 2025.  Sample sourced from consumers who shopped at Kroger in latest 3 months (n=150).