Memorial Day weekend (May 24-26) is just around the corner, signaling the unofficial start of summer and a prime opportunity for grocers to capture significant sales.
New data from Numerator, based on a survey of 5,900 U.S. consumers, offers insights into shopper intentions, helping grocers optimize their strategies for the holiday.
The good news for grocers? Half of all U.S. consumers plan to celebrate Memorial Day, and 93 percent of them intend to make purchases for the holiday weekend.
Even better, grocery stores are the undisputed champion destination, with 65 percent of consumers planning to do their Memorial Day shopping there. This puts grocers ahead of big box retailers (51 percent), liquor stores (25 percent) and discount outlets (22 percent).
Here’s how to translate these insights into action and maximize Memorial Day sales:
Go Big on Food – Especially Grilling Essentials:
It’s no surprise that food is the top product category, with 83 percent of celebrators planning purchases. This is the primary focus. With 58 percent of celebrators planning to grill or barbecue, ensure your meat, poultry and plant-based grilling sections are fully stocked and highly visible.
Think beyond just burgers and hot dogs:
- Meat and poultry: Offer a wide selection of steaks, ribs, chicken cuts and sausages. Consider marinated options for convenience.
- Produce for the grill: Stock up on corn on the cob, peppers, onions, asparagus and other grill-friendly vegetables.
- Buns and breads: Don’t forget hamburger and hot dog buns, as well as specialty breads for sandwiches or sides.
- Condiments and sauces: Create dedicated displays for ketchup, mustard, barbecue sauces, relishes and other popular grilling condiments.
- Sides and salads: Highlight potato salad, coleslaw, macaroni salad and other easy-to-grab picnic favorites.
The Kroger Co., for example, is offering customers an “ultimate backyard grilling bundle” for $3.50 per person, feeding 16 people. The bundle highlights name brand and private label products, including Oscar Mayer classic hot dogs, Kroger Brand 100 percent pure beef quarter pound burgers, Kroger Brand sesame hamburger buns, Kroger Brand medium cheddar sliced cheese, Kroger Brand mustard potato salad, Bush’s original baked beans, Kroger Brand potato chips and Bakery Fresh chocolate chip cookies.
Across the store, customers will see lower prices on more than 1,000 items in addition to low prices and more than $600 in digital coupons available each week.
Hydration & Spirits: A Double Play
While food dominates, beverages are also a high-demand category. Forty-three percent of celebrators plan to buy alcoholic beverages, and 36 percent will purchase non-alcoholic options.
- Alcohol aisle advantage: For grocers with liquor sales, prioritize beer (73 percent of alcohol purchasers) as your top seller. Spirits or spirit-based drinks, hard seltzers/canned cocktails, and wine all tie at 38 percent for second place. Ensure good stock and prominent displays for all these categories.
- Gen Z’s drink of choice: Pay special attention to hard seltzers and canned cocktails, as Gen Z respondents are twice as likely (71 percent versus 38 percent) to choose these. Create eye-catching displays and potentially offer multi-packs.
- Non-alcoholic essentials: Stock up on sodas, juices, bottled water, iced tea and other popular non-alcoholic options. Consider larger family-pack sizes.
[RELATED: Best In Class: Maximizing Memorial Day Sales]
Beyond the Plate: Decorations and Party Supplies
Though smaller categories, decorations (17 percent) and party supplies (13 percent) still present an opportunity to increase basket size.
- Front-of-store displays: Create small, festive displays near the entrance or high-traffic areas featuring Memorial Day themed plates, napkins, cups, tablecloths and simple decorations like flags or banners.
- Bundling opportunities: Consider creating bundles of party essentials or suggesting them at checkout.
Tailor to Generational Preferences
The survey reveals key generational nuances that can inform your marketing and stocking:
- Boomers and older generations: These groups are more likely to celebrate Memorial Day (54 percent). Focus traditional grilling and gathering promotions towards them.
- Gen Z: While less likely to celebrate Memorial Day overall (36 percent), this demographic presents unique opportunities. They are three times more likely to purchase games or activities (25 percent versus 8 percent) for the holiday. Consider a small end-cap display with outdoor games, card games or other entertainment options. Their strong preference for hard seltzers and canned cocktails also bears repeating.
Promote the “Gathering” and “Cooking at Home” Experience
With 55 percent of celebrators planning to gather with family and friends and 27 percent intending to cook or bake at home, marketing efforts should emphasize the joy of these activities.
- Recipe inspiration: Display simple, family-friendly recipes for grilling or entertaining. For example, Natural Grocers is promoting several recipes using its private label products spanning across Memorial Day food options, from drinks and appetizers to the mains, sides and desserts.
- Meal solutions: Create “cookout kits” or curated bundles of ingredients for popular Memorial Day dishes. Natural Grocers also has a bundle deal for {N}Power rewards members, offering multiple promotions across the store for customers to build their own feast at a discounted price.
- Hosting essentials: Alongside food, highlight items like charcoal, lighter fluid, picnic supplies and cooler bags.
Memorial Day weekend is a significant revenue driver for grocery stores. By focusing on high-demand food and beverage categories, understanding generational preferences and promoting the spirit of gathering and home-cooked meals, you can ensure your store is the go-to destination for all Memorial Day celebrations. Stock up, strategize your displays and prepare for a bustling holiday weekend..