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Insight of the Day: 2024 holiday shopping trends include...

2024 Holiday Shopping Trends:


  • Majority to Maintain Spending: Most shoppers (65%) plan to spend the same amount on holiday shopping as last year, while 15% anticipate increasing their spending.

  • "Treat Yourself" Trend: 61% of shoppers, especially millennials (73%) and Gen Z (68%), plan to buy items for themselves while shopping for gifts.

  • Channel Preferences: Gen Z and Gen X favor physical retail stores, while millennials and baby boomers prefer Amazon.

  • Early Bird Shoppers: October marks the start of holiday shopping for many, with 27% of shoppers beginning then.

  • Black Friday and Cyber Monday: 62% of shoppers plan to participate in Black Friday, and 45% plan to shop on Cyber Monday.

  • Top Product Categories: Fashion and apparel, personal care and beauty, electronics, food and beverage, and alcohol are the top gift choices.

Key Takeaways:

  • Resilient Holiday Spending: Despite economic concerns, consumers are not significantly cutting back on holiday spending.

  • Self-gifting is Popular: The "treat yourself" trend is a significant opportunity for retailers to offer promotions and deals that encourage shoppers to buy for themselves.

  • Omnichannel Approach: Retailers need to cater to both online and in-store shoppers, as preferences vary across demographics.

  • Early Engagement: Retailers should start holiday promotions early to capture early bird shoppers.

  • Diverse Product Offerings: Catering to a wide range of product categories is essential to appeal to diverse consumer preferences.


  • Self-gifting: The "treat yourself" trend is expected to continue growing, with consumers prioritizing personal purchases alongside gift-giving.

  • Omnichannel Shopping: Consumers are increasingly blending online and offline shopping experiences, seeking the best deals and convenience from both channels.

  • Early Holiday Shopping: The holiday shopping season is starting earlier, with consumers beginning their purchases in October.


  • Retailers should anticipate a robust holiday shopping season, with consumers maintaining or even increasing their spending.

  • Focusing on the "treat yourself" trend and offering personalized promotions can boost sales.

  • Adapting to omnichannel shopping behaviors and engaging consumers early in the season are crucial for success.

Implications for Brands:

  • Tailored Promotions: Create promotions that cater to both gift-giving and self-gifting, such as "buy one, get one free" offers.

  • Omnichannel Presence: Ensure a seamless shopping experience across online and offline channels, offering convenient options like buy online, pick up in-store (BOPIS).

  • Early Engagement: Start holiday marketing and promotions early to capture early bird shoppers and build excitement for the season.

  • Diverse Product Selection: Offer a wide range of products across popular categories to appeal to diverse consumer preferences.

  • Personalization: Utilize data and analytics to provide personalized recommendations and offers to enhance the shopping experience.


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