Why yes, it would seem we are.
While some of us are still trudging up and down the aisles at Whole Foods and wrestling with aggressive Baby Boomers over the last decent organic turkey in the open-air fridge box, more and more savvy seasonal shoppers are turning to online purveyors for their high-quality Thanksgiving staples, from stuffing sausage to creamy charcuterie classics to the bird itself, (pasture-raised of course) and these goods are flat-rate-shipping their way across the country as we speak, arriving just in time for dinner.
At the moment, all eyes in e-comm are on the upcoming frenzy of Black Friday and Cyber Monday. And don’t you worry, we’ll be back next week with the tally of who emerged victorious during the biggest sale season of the year. But first, we’re going to take a closer look at the top brands in DTC food, most of whom have seen a big boost in sales over the past couple of weeks as we prep for the actual holiday happening: Thursday evening’s Turkey feast.
Even Turkeys come in Bundles now
If you were hoping to get in on the action and avoid the crowded checkout line, it’s a little too late. The Holiday Turkey Box from Porter Road has been sold out for a little while, but that’s probably because it's been one of their top sellers this month, second only to their classic dry-aged Beef Box, which makes up an estimated 65% of their online revenue each year.
Ranking in the 94th percentile of all brands in the food category tracked by Next Big Shop, the Nashville-based butcher is pulling down roughly $90k a week in online sales across individual market retail and their Butcher’s Choice subscription service.
Don’t Spill the Frills
You can’t cook dinner without oil, which might explain a sudden 23-spot surge up the chart for Brightland last week.
There’s a good chance you’re already familiar with this brand, whether you’ve spotted them at your local café or fancy grocer (think Erewhon). Brightland is an established player in DTC, chugging along as a high-end EVOO for millennials when they launched their squeezy-bottle pizza drizzler this spring. That sparked what some have dubbed “The Olive Oil Wars” - a real-life social media feud (🤮). Here’s the tea: Founder of competitor Graza, Andrew Benin, accuses Brightland of ripping off their branding in a heated post on LinkedIn. He is very quickly shut down for whiny behavior and subsequently apologizes for his comment. Nary a word was heard from the Brightland publicity team in response.
Oh well, I guess we all have bigger problems to worry about. 😑
Back to the matter at hand. Brightland is outselling 97 percent of brands in our DTC food category with an estimated $8 million a year in revenue. Among the top sellers for the coastal Californian oil maker is the garlic-infused Rosette oil, as well as a close bestie, the Rapture balsamic vinegar.
However, upon investigation, it’s not turkey time that seems to be driving their current momentum. As the brand launches its annual sitewide sale offering shoppers steep discounts of up to 30%, their mini sampler kits and stocking stuffer bottles are flying off the shelves. Looks like quite a few of us can expect to find a tiny (but tantalizing) taste of olive oil under the tree this coming Christmas.
More Cheese Please
Did you know you can purchase the cheesy goodness of Cowgirl Creamery online?
I only just discovered and I’m afraid my poor waistline wishes I never had (just wait until Thursday night, my friend). Nabbing the top spot on our Food Chart this week, the deadline for Thanksgiving orders from the California-based artisan cheese maker was this past Sunday, and it looks like plenty of customers took advantage.
Top sellers are packages across the board, from the Cowgirl Classic (which includes their celebrated Mt. Tam Triple Cream) to the Hot Tam and Ham, meaning that charcuterie boards all over the country will be taking home the top spot for Thanksgiving dish.
(There may or may not be one en route to my home as we speak. )
The Proof is in the Pickled Fish?
I’ve been hearing viscous rumors that canned fish is all the rage these days (as a Norwegian who literally moved across the Atlantic Ocean to escape pickled herring this boggles the mind) but it turns out we’ve got the data to back it up.
Tinned seafood purveyor Fishwife is bringing in an estimated $8 million a year in online sales offering up smoked sardines and Cantabrian anchovies, jumping 12 spots on our food chart this week. Turns out I went into the wrong business. 🤷🏻♀️
For dessert, consider vegan and gluten-free banana bread mixes from GoNanas. Their top seller this week was the Thanksgiving Menu, which includes a seasonally appropriate limited edition Apple Cider Donut and Cornbread, as well as the now-out-of-stock Frosted Pumpkin Loaf. Any of which strikes me as a glorious option for a quick and easy smash hit on the dessert table!
And last but not least, for that lazy Friday morning recovery breakfast, Legendary Foods is revolutionizing the Pop Tart with their protein-packed low-sugar pastries, sweet rolls, and snacks. From Berry Blast to Cinnamon Lover, these sweet (but healthy) treats took them 13 slots up the food chart this week. Try it, I dare you!
That’s all for dinner dish. Happy Turkey Day friends – catch you on the flip side with more DTC scoops next week. If you like what you’re reading, give us a follow on LinkedIn or subscribe to our weekly newsletter for more ShopScoop delivered straight to your inbox.
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