Holiday Grocery Shopping Behavior: What CPG Brands Need to Know This Season

The holiday shopping season transforms grocery stores into entirely different ecosystems. Your typical weekday shoppers are suddenly joined by stressed party hosts, last-minute gifters, and families stocking up for major celebrations.

Understanding how these shoppers think and behave isn’t just interesting, it’s essential for CPG brands looking to capture their share of peak seasonal spending.

This year’s data reveals notable shifts in holiday shopping behavior. Here’s what’s driving those changes and how brands can position themselves to win during the highest-stakes months of the year.

The Holiday Shopping Mentality Shift

Holiday grocery shopping is not just “more of the same.” The mindset changes significantly — and the numbers reflect it.

86% of shoppers plan to do their holiday shopping in November and December, up dramatically from 66% in 2024. This condensed timeline is driven by two primary factors:

1. Stress and Complexity Increase

58% of shoppers say holiday shopping is stressful, and stress changes behavior. Shoppers juggle multiple meals, dietary restrictions, and unfamiliar product needs. They’re making decisions faster and relying more heavily on cues like signage, placement, and promotions.

2. Timing Patterns Are Shifting

While holiday purchases are concentrated into two months, the actual store visits are becoming more strategic:

• Early deals push shoppers to buy sooner

• Inventory concerns encourage stock-up behavior

• Late-week store visits spike as people prepare for social gatherings

For CPG brands, these behaviors shape when and where demand peaks — and how you should plan media, promotions, and trade investments.

Are Holiday Shoppers More Open to New Brands? Yes — With Caveats.

One of the most notable aspects of holiday grocery shopping behavior is shoppers’ increased willingness to explore new brands and switch from their usual preferences:

• 56% buy from new brands during the holidays

• 58% switch brands entirely

But this openness is purposeful, not random.

Occasion-Driven Needs Create Trial Moments

Shoppers buying for baking, entertaining, or celebration needs are outside their normal routines — which naturally expands their consideration set.

Gifting Encourages Trade-Up Behavior

Food and beverage gifting continues to grow:

• 26% buy consumables for family

• 28% for friends

• 23% treat themselves

Gifting and entertaining drive shoppers toward premium offerings and brands with elevated packaging or seasonal formats.

Advertising Has Greater Influence

Nearly 48% of CPG shoppers make holiday purchases inspired by ads, and 63% make unplanned purchases. Holiday shoppers are actively looking for solutions — meaning relevant, well-timed messaging works even harder this time of year.

But Value Still Matters

Despite increased trial, shoppers remain price-aware:

• 45% expect to spend more

• 57% are stocking up

• 50% are reducing impulse purchases

In other words: shoppers are open to new brands, but only when value is clear and availability is reliable.

The Role of Promotions and Shelf Placement in Holiday Grocery Shopping Behavior

Should CPG brands increase investment during the holidays? The data points to yes — strategically.

Promotions Are Non-Negotiable

65.9% of holiday shoppers rely on competitive pricing and promotions, the highest-ranking influence on purchase decisions.

But strong promotions need to be paired with inventory confidence, since availability ranks second at 52.5%.

Shelf Placement Drives Unplanned Purchases

With 63% of shoppers making unplanned holiday purchases, visibility becomes a major sales driver:

• End caps

• Eye-level positioning

• Branded secondary displays

• Cross-merchandising setups

All perform disproportionately well during this period.

Timing Matters

• Online sales peak before Thanksgiving

• In-store sales surge during the week before Christmas

Your promotional calendar, placements, and media strategy should reflect this two-wave seasonality.

Avoiding the Holiday Clutter Problem

Holiday clutter is a real concern, but the solution isn’t to pull back. It’s to stand out with intention.

Lead with Unique Value

Shoppers gravitate toward products that feel special or differentiated:

• 37% look for unique or limited-edition offerings

• 33.5% prioritize premium quality

Seasonal SKUs, gifting bundles, or elevated packaging can help capture attention.

Use Cross-Merchandising to Solve Problems

Holiday shoppers often shop by “occasion,” not by aisle. Help them plan the meal or event by showing how your product fits into a broader seasonal need.

Stay Visible With Always-On Campaigns

The research-to-purchase window widens dramatically during the holidays — sometimes from 9 days up to 93 days. Consistent visibility across platforms ensures your brand shows up whenever the shopper is ready to buy.

Strategic Moves for CPG Brands

Based on current behavioral trends, here’s how leading CPG brands are preparing:

1. Prioritize Omnichannel Coverage

Omnichannel holiday shoppers purchase 1.8x more often than single-channel shoppers.

With 66% of frequent grocery shoppers researching across multiple sites, your digital shelf presence needs to be airtight.

2. Build Seasonal Product Stories

57% of shoppers are planning to prepare holiday side dishes from scratch making recipe-driven marketing and meal-solution positioning powerful conversion tools.

3. Plan for Bifurcated Shopper Behavior

Affluent shoppers are gravitating to premium and specialty grocers, while value-seeking consumers shift toward warehouse clubs and dollar formats. Your pricing and promotional strategy should address both ends of the spectrum.

4. Optimize for Research-Heavy Shoppers

Shoppers are viewing 65% more brands when comparing across retailers. Robust product pages, reviews, images, and retailer-specific optimization matter more than ever.

5. Protect Yourself With Availability Guarantees

With 58% of shoppers willing to switch brands, stock-outs during peak periods represent more than lost sales — they represent lost customers.

The Bottom Line

Holiday grocery shopping is a unique environment — one that rewards brands that understand how seasonal shoppers behave and adjust accordingly.

These shoppers are:

• More experimental

• More price-sensitive

• More research-driven

• More stressed

• More open to premium tiers, gifting, and occasions

They are not simply buying more of what they normally buy. They are shopping with entirely different needs, motivations, and timelines.

Brands that align messaging, promotions, placement, and inventory to these behaviors will capture disproportionate holiday growth. Those that don’t will get lost in the noise.

The holiday season isn’t something to avoid — it’s a high-intent, high-opportunity moment.The question isn’t whether to invest, but how to invest strategically to meet shoppers exactly where they are.