WholeFoods_PecanPie.jpg Photos: Whole Foods Market
The popular 9-inch Bittersweet Chocolate Pecan Pie from Brooklyn, N.Y., bakery Four & Twenty Blackbirds.

Pecan pie, vegan dinner top Whole Foods’ holiday list

Retailer cites sales on holiday items in latest wave of Amazon-driven price cuts

The top prepared foods offered at Whole Foods this holiday season included a pecan pie, a traditional turkey dinner and a vegan version, according to the chain, which said its most recent price cuts have focused on holiday items.

The Austin, Texas-based chain, now operating as a division of Amazon, said its top-selling items this holiday season were the 9-inch Bittersweet Chocolate Pecan Pie from Brooklyn, N.Y., bakery Four & Twenty Blackbirds; the Thanksgiving dinner for 12; and the vegan meal from the Philadelphia-based vegan chef at Vedge. All three items were available in all U.S. stores and online, a spokeswoman for Whole Foods told SN.

The vegan meal from the Philadelphia-based vegan chef at Vedge.

Among the top-searched recipes at wfm.com were Dry Brined Citrus Turkey, Classic Butternut Squash Soup and Classic Gluten-Free Stuffing, the retailer said. Using Alexa, the voice-prompted system from Amazon, consumers most frequently asked for a recipe for hot chocolate, followed closely by asking for a recipe for chocolate chip cookies.

Amazon began offering some of Whole Foods’ 365 Everyday Value private label grocery items through Amazon’s Prime Pantry and Prime Now services in August. Top-selling items for snacking and baking this holiday season have included the 365 Everyday Value Organic Dark Chocolate with Coconut (3 ounce); 365 Everyday Value Organic Crunchy Pretzel Sticks, 365 Everyday Value Four Cheese Thin Crust Pizza; and 365 Everyday Value Organic Fruit Strips, among others.

Whole Foods said its most recent wave of price cuts since being acquired by Amazon have focused on holidays foods. This year set a record for sales of both turkeys — which were offered at a discount for Amazon Prime members — and sweet potatoes, the company said.

In a report last week, analysts Karen Short and Ross Sandler of Barclays Capital said they had noticed sales on holiday-related consumable items in Whole Foods stores, particularly among beverage items such as egg nog and apple cider.

“Seasonal end caps had very prominent for sale signs — possibly an indication that they had outlived their usefulness,” they said in the report.

Other sale items included toys — priced at 20% off for a three-day window — and flowers/decorations, such as poinsettias, evergreen bouquets and scented cones.

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