Amid the hustle and bustle of the holiday season, consumers spend big—and much of it is on food and drinks.
Last year, overall spend for the holiday season increased 3.8.% YoY to hit a record $964.4B and grocery and beverage sales increased 1.1% despite concerns over inflation. Additionally, food and festive meals accounted for a whopping 51% of holiday spend.
Now’s the time to make your plans when it comes to engaging holiday shoppers with the right messages and offers. Our data and media network Rippl makes it easy for advertisers to reach a nationwide footprint of 90M+ shoppers across the US in convenience stores and grocers such as Schnucks, Wegmans and Giant Eagle.
Unlike other syndicated audiences based on modeled data sets, our pre-built seasonal audiences focus on deterministic purchasers identified at the point-of-sale transaction level.
Explore our new seasonal audiences here, or search our audiences on LiveRamp using: Rippl by Bridg >CPG> Deterministic Purchasers>Holidays>.
Bakers
Over-indexing purchasers of baking ingredients such as flour, sugar, vanilla, pie crusts, pumpkin, and whipped cream during Nov-Dec 2023
According to the American Baking Association, nearly 300 million Americans break out the old rolling pin and bake their own cookies during the holidays. From Thanksgiving pie to Christmas cookies, make sure every amateur pastry chef gets the best deals on quality products.
Holiday hosts
Over-indexing purchasers of festive meal fare such as whole turkey, cranberry, stuffing, sweet potatoes, asparagus/green beans/brussel sprouts, baking pans during Nov-Dec 2023
Thanksgiving has a way of awakening everyone’s inner chef. In 2023, 43% of survey respondents indicated they would host a Thanksgiving event. Help this key segment get dinner on the table with a little less stress when you reach them with the right offers in time for Turkey day.
Cocktail hosts
Over-indexing purchases of beer, wine, spirits, cocktails, mixers, veggie-cheese trays during Nov-Dec 2023
‘Tis the season to mix, mingle and chomp on festively arranged crudités. Alcohol and beverages accounted for nearly 41% of shoppers’ holiday budget in 2023. Use this audience to liven up cocktail hour with great deals on your brand.
Cozy beverages
Over-indexing purchasers of hot chocolate, marshmallows, cider mix, seasonal coffee blends during Nov-Dec 2023
Some facts to sip on: according to a 2024 report by the National Coffee Association, 75% of adults drank coffee in the last week. Couple that with the fact that 39% of surveyed consumers reported increasing their coffee intake during the holidays and that one-third of Americans (34%) consider hot cocoa their favorite holiday beverage and this audience is a no-brainer.
Sweets lovers
Over-indexing purchasers of cookies and candy categories during Nov-Dec 2023
Any holiday is a big moment for treats. In fact, the winter holidays, coupled with Halloween, Easter and Valentine’s Day, make up 64% of ALL candy sales. Sweeten the deal this holiday season when you engage with the nation’s top candy and cookie lovers.
Interested in a custom audience? No problem
Our team is happy to work with you to create custom audiences according to your specific goals. We can help you identify and reach high-value customers, message to seasonal-specific item and category shoppers, promote convenience store-specific SKUs, build campaigns for specific Rippl retailers (pending retailer approval) and more.
Check out Rippl's holiday audiences infographic, and find more audience-specific details at https://www.bridg.com/rippl-for-advertisers.
Reach out to us at rippl-audiences@bridg.com to discuss all the ways we can help you reach your shoppers this holiday season.
