As the holiday season approaches, upwards of 50% of grocery shoppers indicate that they might try a different store for at least part of their holiday shopping (FMI). These seasonal grocery explorers can be one-time visitors, or they can be your co-op’s committed member-owners of the future. It’s the time of year to let the co-op difference shine.

If you’re reading this, you’re probably a grocery nerd who would love nothing more than exploring a new or unfamiliar grocery store — but for most, stepping out of your grocery comfort zone can feel awkward, or even intimidating. I remember my first co-op visit many years ago. After a late-night dive down an internet rabbit hole that opened my eyes to the horrors of factory farming, I was determined to replace the chicken in my fridge with something more ethical,  and my search led me to the co-op. I was pretty sure I could go inside without being a member, but I wasn’t certain. The aisles were crowded, everyone seemed to know each other, and I had far more questions than answers. My visit ended by hitting the wall of unfamiliar “natural” deodorants, looking for my go-to at the time (Irish Spring).I felt too out of place to ask for help.

Put yourself in the shoes of someone who usually does all their grocery shopping at a large-format supermarket, or even a supercenter, and is co-op curious this holiday season. This is not a small pool of human beings In 2025, Walmart alone holds 21% of our nation’s grocery market share, followed by Kroger at a distant second (8.9%) and Costco (8.5%). Walmart’s CEO recently shared that the retailer’s most affluent customer segment is growing five times faster than its overall customer base. In other words, your co-op’s member-owners of the future may not be coming from Whole Foods or Trader Joe’s.

The good news is that when holiday-season explorers choose to visit the co-op, it’s seldom by random chance. It’s often because they’ve already been feeling at least a little bit co-op curious. How can we turn that touch of curiosity into enthusiasm and loyalty?

Meet People Where They Are

Of course, much of your focus during the holiday season is rightfully dedicated to managing the nuts and bolts of retail. From turkeys to tofurkys, to pies and catering orders, big trucks and stacks of canned pumpkin, there’s a lot to think about. But, if your co-op’s holiday planning starts and ends with spreadsheets, you’re forgetting a key component. This is your chance to refocus your team’s energy on warm, confident co-op hospitality. Consider the questions you might have if you were visiting your co-op for the first time:

• Do I need to be a member to shop here?
• How do I become a member?
• Bulk is like Costco or BJ’s, right? Oh, it’s not? Well shoot, I didn’t bring a jar…
• When this tag on the shelf says “local,” what does that really mean?
• What’s the difference between vegan and vegetarian?

Make sure your team not only knows the answers to such questions but can deliver them with clarity and enthusiasm. Consider routinely putting your team on the spot (in a fun way) by asking these questions as if you’re a first-time co-op customer. Provide constructive feedback and encourage them to have that conversation with at least two more people before the end of their shift.

Lean into Your Differentiators Wholeheartedly

If your co-op positions itself as the place to shop local, make sure that no one is outdoing you. I’m talking about that regional supermarket chain that sells a handful of local products, but makes it seem like it’s their bread and butter. It’s not! It’s yours. Own it! Ensure that staff are prepared to share stories about their favorite local and seasonal products, particularly those that are unique to the co-op. Try routinely asking staff to tell you about their favorite local products — and as a leader, be sure to enthusiastically share stories about your favorite local and seasonal products with staff and customers alike.

Always Say Hello

A simple greeting goes a long way. To you, the co-op might feel like home, but to a first-timer, it can feel like walking into a tight-knit club. A warm smile, brief eye contact and a generous “hello” opens the door for questions, engagement and connection. A greeting opens the door for someone who is co-op curious to ask basic questions like those above. It’s not just conjecture; co-op data shows that when customers are greeted proactively, their likelihood of returning improves by ten percentage points.

Own the Evenings

New customers (non-members) are more likely to visit the co-op in the evening hours (source: CX Program data). Evaluate your evening operations:

• Does your co-op present the best version of itself in the evenings?
• Are evening staff aware of the important role they play as co-op ambassadors?
• What time do your co-op’s managers leave the building, and how do service standards hold up once they are gone for the day?

Surprise and Delight

People are visiting your co-op for food, so give them some! If your co-op isn’t already routinely providing free samples, now is the time to start. Implementing a structured passive demo program is an awesome idea to ensure consistency. At the same time, give staff some autonomy to surprise and delight customers. Have a structured (but simple) process in place that empowers staff to occasionally bust a product open on the spot and let customers enjoy it in the aisles, then house charge it after. 

In a world where online grocery sales are expected to reach $388 billion, or nearly 25% of market share, when people walk through your doors this holiday season, they’re not just looking for groceries. They’re looking for connection. Make it easy for them to find both.