The Push
Shipt, the Target Corp. subsidiary covering 80% of the U.S. population, is leaning into shoppable content this holiday season, partnering with food creator Justine Doiron to convert recipe inspiration directly into same-day grocery orders. The collaboration launches with Doiron's signature shrimp etouffee, viewable as a shoppable video on Shipt's platform — shoppers can watch the recipe, then add every ingredient to cart in a single click for same-day fulfillment.
The move is a pointed play for holiday grocery basket share at a moment when same-day delivery platforms are competing aggressively on convenience and content. Butter, broth, cheese, eggs, and canned vegetables collectively account for half of Shipt's total Thanksgiving and Christmas sales volume — the staple categories that anchor holiday prep spending and repeat delivery orders.
Season of Savings
Alongside the content partnership, Shipt is running its multi-week Season of Savings promotional event. From November 12–17, 2026, annual memberships are available for $29, against the standard $99 rate — a price-point designed to convert trial users ahead of the peak holiday shopping window. Additional offers include $15 off orders of $100 or more at participating local grocers for Thanksgiving prep (November 15–21) and again for Christmas week (December 19–24), plus $10 off a $50 gift order placed in December.
For foodservice-adjacent operators and grocery retail partners, the promotional calendar maps directly onto the two highest-volume food-purchasing periods of the year. Shipt's retail network spans more than 100 merchants including Sprouts Farmers Market, Meijer, Michaels, PetSmart, and Lowe's Home Improvement — a cross-category footprint that lets a single delivery run bundle holiday groceries with entertaining and décor supplies.
What It Means for Operators
The Doiron partnership reflects a broader shift in how same-day delivery platforms are competing: not just on speed and coverage, but on demand generation. By embedding shoppable recipe content into the ordering funnel, Shipt is effectively shortening the path from meal inspiration to basket completion — a dynamic with direct implications for CPG brands and grocery retail partners managing promotional placement and off-premise volume.
Alia Kemet, Chief Marketing Officer at Shipt, framed the initiative as reducing the "mental load" of holiday hosting — a consumer insight that maps to the off-premise and delivery trends reshaping grocery and foodservice heading into 2027. For operators tracking seasonal LTO and holiday menu performance, Shipt's data point — that five commodity staples drive half of holiday delivery volume — underscores how foundational ingredients, not premium SKUs, anchor delivery basket economics during peak periods.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
