Thanksgiving Online Grocery Shopping: An Opportunity for Brands

Thanksgiving is right around the corner and more people than ever will shop online for food. Retailers are also catching on to the Thanksgiving online grocery shopping trend, creating landing pages specifically for the holiday, seeking to make a notoriously hectic time more convenient for their customers.

Thanksgiving Online Grocery Shopping

Thanksgiving Online Grocery Shopping Is the Future

Whether it’s order online for pick up in-store, or door-to-door delivery, most grocery retailers have an online platform for ordering groceries. And rightly so–online grocery sales are slated to increase 21.1% annually through 2018—compared to a 3.1% growth for in-store sales.

John Mercer, a senior analyst at Fung Global states that “online grocery will take off this holiday season, with consumers buying more turkeys, cranberry sauce and stuffing online than ever,” and big retailers like Walmart are responding to this demand.

Karenann Terrell, Walmart’s Chief Information Officer sees online grocery shopping (with in-store pick up) as another way Walmart can keep their customers happy. “The convenience of online ordering, coupled with the special treatment online customers get when they come in person to pick up their orders, leads to a more satisfying experience.”

Walmart Grocery Shopping

Amazon Positioned to be a Major Grocery RetailerAmazon Prime Now and Thanksgiving

Amazon has the most extensive offerings for holiday grocery shoppers. Analysts predict that Amazon will be a top-10 player in the US Grocery market by 2019 “driven by its multi-platform Prime offering and a generational shift of rising online food and beverage spend, led by millennials.”

With Amazon Prime Now, and Amazon Fresh, Amazon offers its 40 million Amazon Prime shoppers a comprehensive and convenient way to complete their Thanksgiving online grocery shopping.

Amazon is spearheading new ways to serve grocery customers with the newly leaked Project Como—a plan open 2,000 grocery stores that will mix in-store shopping with online grocery shopping.

Be Ready for Thanksgiving 2017 with Great Content

As ecommerce grocery shopping continues to grow, brands need to pay attention to their online product pages. Product page content is essential for showcasing the product’s brand story. Additionally, when done right, it can boost sales. Amazon recently stated that enhanced content increases sales on average 11%.

Before Thanksgiving 2017, brands need to optimize their content. Makes sure to cover the essentials below:

  • Essential content: Product titles, product descriptions, and bullet points. Essential content gives online shoppers essential information (organic, vegan, gluten-free) while optimizing retailer SEO.
  • Enhanced content: Longer-form content that includes lifestyle photography, recipes, preparation suggestions, etc. Enhanced content and Amazon A+ content entice online shoppers with recipes and preparation suggestions while using product imagery to tell the brand’s story.
  • Product content analysis: Check out our analysis of product content for top-rated grocery brands like Similac, Nature Valley, and Izze. We look at their Amazon product pages to highlight their strengths and suggest ways to improve.

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