Americans are twice as likely to buy groceries online

Online shopping for groceries is increasingly appealing to US consumers, 73% of whom believe that it saves them time and 26% to admit that it allows them to shop during working hours. During this Thanksgiving period, experts estimate that this year there are 2 times more people shopping online than last year.

 

 

 

Studies show that for these 2018 parties, more than 4 in 10 Americans (44%) plan to buy all or some of the groceries they need for their holiday meal online. That is 2 times more people who bought groceries online for Thanksgiving 2017.

 

 

 

For this online shopping, Amazon is leading the way with 57% of buying intentions, followed by major retailers Walmart and Target with 48% and Safeway and Kroger supermarkets with 30%. More buyers plan to take their groceries (47%) than to have them delivered to their homes (43%).

 

 

 

However, the fresh produce needed for these holiday meals is the least likely to be purchased online, such as turkey (only 33% online shopping intentions) and frozen / prepared desserts (31%). The main obstacles are lack of confidence for freshness (50%) and reluctance to spend extra money (37%).