Insights from 84.51, Kroger’s data analytics subsidiary, explores how holiday shopper preparations and attitudes have evolved — or stayed consistent — over time. Since 2021, the company has surveyed approximately 2,000 Kroger shoppers to understand their holiday habits, and some clear patterns have emerged.
Thanksgiving Preparations
One consistent trend 84.51 notes is that a majority of shoppers set their Thanksgiving plans by early November, with fewer people making last-minute plans.
As for the size of Thanksgiving gatherings, most respondents (74%-80%) report spending the holiday with about the same number of people each year, indicating stable and consistent gathering sizes. For brands, 84.51 says this suggests a predictable pattern in terms of shoppers’ food, party supplies or other holiday-related expenses. Shoppers tend to plan for gatherings of similar size each year.
