Nielsen Identifies Types of Holiday Shoppers

Nielsen has identified five groups of shoppers that will emerge during the 2020 holidays, reports Progressive Grocer. The five groups are:

• Constrained and restricted. These are consumers who have suffered financial losses due to COVID-19 or have restrictions on the ability to physically shop or celebrate with others.
• Constrained but free. These are shoppers who have less money to spend, but have no physical restrictions to shopping or celebrating.
• Cautious middle. Consumers in this group haven’t been impacted financially or physically, but have fears for what may be in store for the near future. These shoppers will be cautious spenders and may prioritize occasions and gift giving with only those closest to them.
• Insulated but restricted. These people aren’t financially impacted by COVID-19 but their festivities will be restricted by local physical restrictions. Small gatherings may curtail normal spending and encourage self-indulgent celebrations.
• Insulated and free. These are also consumers who aren’t financially impacted by the pandemic but typical celebrations may be affected by those unable to attend. These shoppers may be inclined to help those less fortunate this year, especially those close to them.

Nielsen suggested that retailers tailor their seasonal offerings to redefine what’s giftable, cater to consumers who are looking to splurge on at-home dining experience, offering solution-based products, and create spontaneity, even in an online environment. Full Story

Related: Retailers Prepare Early for Smaller Thanksgiving Feasts; Target Adds More Drive Up Spots, Reservations for Holidays.

from Specialty Food News https://ift.tt/2TYOXK3