We Surveyed Shoppers to Discover the Hottest Shopping Trends of the Holiday Season
November is here, and that means the holiday shopping season has officially begun! To get a sense of when shoppers plan to fill up their carts in the coming weeks, what they plan to shop for, which sales are on their radar, we conducted two surveys of over 1,200 U.S. adults in both July and September (see methodology).
Here are the big shopping trends we’re seeing for the 2024 holiday season.
Holiday Shopping Trends
Holiday shoppers plan to spend an average of $1,069 (+14% vs 2013): $717 on others and $353 on themselves.
Top categories shoppers consider purchasing as part of their holiday shopping:
| Clothing, Including Shoes and Accessories | 66% |
| Electronics | 50% |
| Toys and Games | 44% |
| Food and Beverage | 40% |
| Gift Cards | 39% |
| Makeup and Skincare | 33% |
| Greeting Cards and Wrapping (e.g., Cards, Ribbon, etc.) | 33% |
| Home Goods and Decor | 31% |
| Home Appliances | 25% |
Shoppers Are Making a Comeback In-Store
Sixty-three percent of holiday shoppers are expected to shop both online and in-store (vs 22% exclusively online). One in three shoppers also said they are getting their gift inspiration through in-store displays.
We have seen a lot of news releases about increases in hiring staff, so it looks like retailers are getting ready for a good flow of shoppers. Shipping logistics will also be crucial this year. Keep in mind that Cyber Monday falls on December 2 this year, which makes a narrower shipping window before Christmas (vs previous years).
How will consumers shop this year:
| In-Store | 16% |
| Online | 22% |
| Both | 63% |
Inspiration and Spending Drivers
Shoppers are looking for deals
More than half (57%) of shoppers said that steeper deals would make them spend more this season and 34% mentioned loyalty programs or cashback deals.
Thirty-one percent said finding the best deals is their biggest stressor this holiday shopping season
Target and Walmart have already announced price cuts on a thousands of items, indicating that they want to capture shoppers attentions before Black Friday.
What changes would influence you to spend more on holiday shopping?
- An increase in my household’s income
- Steeper deals and sale events (50% off instead of 30% off)
- Greater confidence in the economy
- Loyalty programs or cashback deals
Shoppers find inspiration this season through
- Friends and/or family
- Retailer/brand websites and apps
- In-store displays
Black Friday vs Cyber Monday
Cyber Monday is king, surpassing Black Friday in consumers’ holiday shopping intentions. Cyber Monday is often the last call sale event, creating a sense of urgency among shoppers.
| Cyber Monday | 72% |
| Black Friday | 66% |
| Post-Holiday Sales | 64% |
| October Prime Day | 60% |
| Pre-Black Friday Sales | 59% |
| Small Business Saturday | 49% |
| I Shop all Sales Events | 42% |
| Cash Back Day | 34% |
| Travel Deal Tuesday | 29% |
Last-Minute Shopping
Seventy-five percent of holiday shoppers plan to start shopping before Thanksgiving this year. The top five reasons for early spending include:
- Spread out my budget/space out purchases, 60%
- Take advantage of early bird sales and promotions, 57%
- Avoid items being sold out, 42%
- To reduce stress, 38%
- To make sure everything arrives on time, 35%
However, holiday shopping doesn’t stop after Cyber Monday: 92% of shoppers are planning to make holiday-related purchases between December 1 and December 24 this year.
Based on last year, we will see a lot of the pre-Black Friday savings start in November. We know Target will start offering early Black Friday savings starting on Nov. 3. Amazon tends to host an early sale and retailers like Ulta and Lowe’s have already started their pre-Black Friday sales!
What are last minutes shoppers buying?
| Gifts for Others | 83% |
| Gifts for Myself | 40% |
| Food (For Holiday gatherings) | 60% |
| Seasonal Clothing and Accessories (Matching Pajamas) | 31% |
| Drinks (For Holiday gatherings) | 37% |
| Decorations | 30% |
Holiday Travel Trends
Fifty-seven percent of Americans plan to travel this holiday season. Among holiday travelers, 40% are planning to travel in November and almost 60% are traveling for family gathering purposes. Travelers are planning to spend an average of $1,216 which is flat compared to last year ($1,198)
When are you planning to travel this holiday season?
| In October | 23% |
| Early November | 20% |
| Late November (Around Thanksgiving) | 20% |
| Early December | 12% |
| Late December (around Christmas and New Year) | 24% |
For what reasons are you planning to travel this holiday season?
| Family gathering (to celebrate Thanksgiving, Christmas, etc.) | 59% |
| Taking a group trip (family, friends, etc) | 28% |
| Taking a solo trip (in a resort, ski trip) | 8% |
American Election Influence
Forty percent of Americans have a positive outlook of the economy amid the U.S. election and 45% are planning to adjust their holiday budget because of the November election.
With U.S. election taking place in November, what is your outlook on the US economy?
| Very positive | 20% |
| Positive | 21% |
| Neutral | 33% |
| Negative | 18% |
| Very negative | 8% |
Are you planning to adjust your holiday budget giving the US election in November?
| Yes | 45% |
| No | 55% |
Survey Methodology
Ziff Davis Shopping Q3 Seasonal Survey Among Adults 18+. Fielded May 29-30. N=1,202.
Ziff Davis Shopping Q4 Holiday Survey. Among Adult shoppers 18+. Fielded September 13, 2024. N=1,236.
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