A new kind of shopper has emerged in the wake of last year’s unprecedented disruption – the hybrid shopper – and for brands setting their 2021 holiday strategies, now is the time to learn what makes them tick and why a personalized, omnichannel approach is essential to connecting with them.

84.51°, a retail data science, insights and media company that helps Kroger and its partners create customer-centric shopper journeys, has taken a deep dive into shifting consumer behavior and sentiment for a peek at the 2021 holiday outlook based on reliable first-party data.

Last year saw barriers to e-commerce fall as lockdowns and safety concerns spurred grocery shoppers to try pick-up and delivery service – many for the first time ever. Now, even as restrictions lift and people grow more comfortable shopping in-store again, the landscape has been fundamentally changed. In the “new” normal, shoppers who tried e-commerce out of necessity in 2020 will continue to use it, occasionally at least, for convenience – particularly during the busy holiday season.

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