Holiday Shopping November 2023MethodologySurvey MethodOnline SurveyRegional Coverage NationalField TimingOctober 02 – 12, 2023Screening CriteriaSelf-identifying as Asian, African American, Hispanic or N.H. White 18+ years TOTAL SAMPLE 1,500500Hispanics250African American250Asians500N.H. Whites2Key FindingsOverall, 2 out of 5 consumers say they start their shopping before Black Friday and spread the purchases out over the holiday season. Just under 20% say they are not planning on buying any gifts this season.About one-quarter of holiday shoppers are planning on spending more on Christmas gifts this year than last year. The same percentage plan to spend less this year.Holiday shoppers plan to spend an average of $433 this year on gifts. This is significantly less than the amount reported in 2018 ($506).Consumers are most likely to get ideas for their holiday shopping from family and friends, followed by in-store display promotions.More than half of consumers plan to do their holiday shopping via online retailers like Amazon, eBay and Temu. Holiday shoppers are most likely to make online purchases via their smartphone.Clothing, gift cards and toys/games top the list of gifts that shoppers will buy this holiday season.Over 40% of Hispanics celebrate Three King’s Day. This is most common among foreign-born and Spanish-dominant Hispanics.3Detailed Findings5Another 3-in-10 shop before Black Friday.Just under 20% are not planning to shop for the holidays.3 out of 10 consumers start their shopping on Black Friday/Cyber Monday, with Asians being the most likely to do so.Letter indicate significant difference at 95% confidence level.When will/did you start shopping for holiday presents?Base: (1,500)8%13%10%27%3%1%14%5%1%1%17%8% E12%13% EF27%3%15%3%17%10% E14%12%23%2%16%4%1%1%17%3%9%7%41% CDF4%1%11%5%20%10% E17%8%26%4%2%14%5%1%1%13%SeptemberOctoberNovember, beforeThanksgivingBlack Friday /Cyber MondaydealsEnd of NovemberFirst week ofDecember1-2 weeks beforethe holidaysShop at the lastminuteThe day afterChristmasNot sure yetNot planning onshopping this yearTotal MarketHispanicsAfrican-AmericansAsiansWhites(n=500)(n=250)(n=250)(n=500)HispanicsAfrican- AmericansAsiansN.H. Whites (C)(D)(E)(F)Women and Asians are the most likely to spend less on gifts this holiday season.Gen X and Millennials are more likely than their older cohorts to spend more this year. Overall, about one-quarter of holiday shoppers are planning on spending more on Christmas gifts this year. This is the same percentage as those who plan to cut back on spending this year.Do you plan on spending the same, more or less this year for Christmas gifts compared to last year?611%8%10%12%13%13%8%7%7%11%15% H26%15%28% A26%23%29%20%18%19%24%26%37%41%40%36%37%43%42%38%36%45% H47%26%36% B22%26% E27% E15%30% E37% IJ38% IJ20%12%TotalMaleFemaleHispanicsAfrican-AmericansAsiansN.H. WhitesGen Z18 - 25Millennials26 - 41Gen X42 - 57Boomers58 - 64MoreSameLessNot su...
