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Storebrands: 84.51°: Despite Inflation, Shoppers Intend to Splurge on Holiday Categories

With summer winding down, the holiday season is right around the corner. 84.51°, the Kroger-owned retail data firm, has shared new insights into consumer attitudes towards spending, gatherings and more as the season approaches.

In its 2023 Holiday Insights white paper, 84.51° found that shoppers are still expecting their holiday spending to be impacted by inflation, but are still willing to splurge on some items. 45% of Kroger shoppers surveyed believe inflation will “very much” impact their discretionary spending, an increase from 42% in 2022. Nearly four in 10 respondents (38%) said it will greatly impact travel plans and another 38% said it will greatly impact plans for going out to eat, both of which are also up from a year ago. 

One in four shoppers (25%) said that holiday meal plans would be impacted by inflation, despite inflation falling year-over-year. According to the U.S. Bureau of Labor Statistics, inflation was 3.2% in July, compared to 8.5% last year.


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