Retail Leader: Shoppers remain cautious going into holiday season
Retailers are bracing for strong holiday sales, but consumers are still acting cautiously due to COVID-19 pandemic conditions.
That’s according to a November Insights report from Kroger’s retail data science, insights and media business, 84.51°, which examined how consumers are responding to economic trends such as inflation, the public health environment, desire for sustainability and more during the holiday shopping season.
Just 29% of shoppers said they were extremely concerned about COVID-19 in November, down 10% from October. That may be because COVID-19 case numbers have been dropping in recent weeks, which has also improved consumer confidence to make plans. Compared to 20% in October, 37% of consumers said they feel extremely comfortable making plans in November. However, despite improved confidence, staying away from crowds is still the top reason consumers make delivery or pickup selections for online purchases.
A whopping 95% of consumers plan to celebrate Christmas this year, and 92% plan to celebrate Thanksgiving. More than half of shoppers celebrating Christmas said they plan to shop in person and online, and 68% of people said they had already completed some holiday shopping as of Nov. 8.
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