Health products, a priority for holiday shoppers

November 3, 2021

More than half, 56%, of consumers will spend more on health products this holiday compared to last year, with more men than women in the health food aisles.

Consumers also plan to spend more on groceries this season, around 22% more than last year, followed by fashion (18% more than in 2020.)

These are the key findings of the Coresight Research x January Digital 2021 US Holiday Insights Survey and the related top consumer preferences report for the 2021 holiday season, according to a press release.

“These results align with our broader perspective on the upcoming holiday season,” said Deborah Weinswig, CEO and founder of Coresight Research, in the release. “We expect strong growth, with shoppers using both online and in-store channels. While we expect to outperform in apparel, especially formal wear, as well as toys and beauty, retailers will not have success on a plateau. They will need to granularly examine trends, generational differences, and category spending plans, and execute their promotional strategies for this playbook, keeping a laser focus on inventory and changing demand. “

Additional results include:

Consumers over 60 are driving the increase in e-commerce, from 52% to 59% year-on-year, while consumers 30-44 will spend more in-store.
On average, U.S. consumers expect 59% of their vacation spending to be online, up from 52% in 2020.
56% of US shoppers will discover new products while browsing online, making it the most popular option for product discovery among US consumers. Word of mouth (52%) and people browsing physical stores (47%).
Consumers over 60 will drive much of the increase in e-commerce this holiday, a significant change from 2020, with 71% of consumers over 60 s ‘expecting to spend more on online orders for door-to-door delivery this holiday season than they did last year. In the same age group, 16% said they would spend more on BOPIS or take out orders on this holiday.
One-third of shoppers aged 30 to 44 said they would spend more in-store than they did during the 2020 holiday season – a higher proportion than seen among other age groups who have greater preference for online shopping and BOPIS / curbside order processing options.