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onday Morning Eye-Opener: E-Pilgrims
by Kevin Coupe

Dunnhumby is out with a Thanksgiving consumer trends survey, concluding that "59 percent of Americans aged 25 to 34 plan on hosting a Thanksgiving dinner this year," and that these millennials "are exploring new shopping options in addition to the traditional supermarket, and are far more likely to leverage technology in the planning and implementation of their holiday dinner."

Twenty one percent of 25 to 34 year olds, the survey says, "report plans to buy groceries for their holiday meal using a food delivery app (such as Instacart, Shipt and Google Express) while 16 percent say they’ll be using an online grocery delivery service (such as Peapod, FreshDirect, Amazon Fresh or BlueApron). This is an incredibly sharp contrast with the outlook for their parents and grandparents, as none of those 55 years old and older reported plans to use either of these types of services."

The survey goes on: "These established Millennials are also the most likely to break from tradition and use online resources to find cooking ideas and recipes this Thanksgiving. Nearly half (48 percent) of 25 to 34 year olds say they plan on using social media websites such as Pinterest, Instagram and Facebook – far above the national average of 27 percent. This age group is also the most likely to turn to other online and mobile resources such as recipe apps (31 percent versus 16 percent of all Americans) and food blogs (27 percent versus just 13 percent of Americans as a whole)."

Here's what Andy Hill, Managing Director North America, dunnhumby, has to say about the survey's conclusions:

“We are in the midst a generational and attitudinal shift throughout the United States where technology has given rise to the emergence of the new connected customer – not just in regards to Thanksgiving dinner, but for all retail and grocery shopping. It’s absolutely vital for today’s retailers to understand both offline and online behavior through data and customer science in order to create a complete picture of consumer behavior and preferences – including how they shop, source their information and share experiences with friends and family.”

To which I can only add...

Damned right.

It is an Eye-Opener.
KC's View: