The holiday grocery shopping season in 2023 is predicted to witness a significant surge in omnichannel strategies, as highlighted by Incisiv and Wynshop. The State of Digital Grocery Performance Scorecard for October 2023 indicates a substantial inclination towards online shopping among consumers. An overwhelming 83% plan to use grocers’ online platforms, with 78% intending to shop both in-store and digitally during the holidays. Notably, 21% aim to purchase the majority of their holiday groceries online. Grocers are preparing for this shift by focusing on areas such as online stress testing, increased digital promotions, expanded delivery and pickup options, enhanced inventory visibility, and personalised offers. The reliance on pickup as the preferred fulfilment method has soared, constituting 52.3% of digital grocery orders in October 2023. This surge reflects a growing trend, with 62% of shoppers planning more pickup orders during the holidays. Digital grocery sales peaked at $11 billion in October, accounting for 13.2% of total grocery sales. Gaurav Pant, Chief Insights Officer at Incisiv and Grocery Doppio, emphasised the emerging omnichannel nature of holiday shopping. Charlie Kaplan, Chief Revenue Officer at Wynshop, highlighted grocers’ heightened readiness to deploy digital solutions for an efficient and transparent shopping experience, ensuring customer satisfaction during the festive season.

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