Tugba Sabanoglu
Research lead covering Non-food CG & Retail
U.S. Christmas season shopping - Statistics & Facts
Christmas is arguably the peak point of what is known as the golden quarter in retail. It is also a civil holiday that is enjoyed by an increasing number of non-Christians and is an integral part of the holiday season. In 2024, eight out of every 10 people in the United States stated they were planning to celebrate the holiday, with less than one in 10 declaring that they would not be joining in with the festivities. Christmas is typically the largest economic stimulus for many nations around the world as sales increase dramatically in almost all retail areas during this time. According to Statista estimates, in 2024 total holiday retail sales were projected to have reached new highs of 973 billion U.S. dollars.
Among consumer expectations and concerns around holiday season, economic factors played a role this year again, despite subdued inflation and consumer prices. In a survey that looked into holiday season gifting behavior, more than half of consumers said the most important factor for them while shopping during the holiday season was getting the best value out of their purchases. This year, around the world, two-thirds of consumers also said they were going to look for sales more than usual during the upcoming holiday season.
Christmas shopping: in-store or online?
In 2020, online sales during the holiday season increased by a much higher margin compared to previous years, which was largely due to the impact of COVID-19. This trend in the popularity of online shopping is set to continue in 2024, with U.S. electronic sales made during the holiday sales predicted to grow to record numbers of over 280 billion U.S. dollars. Over 70 percent of consumers in the country stated they were likely to visit online retailers when buying gifts, making it the favorite option in 2024. In previous years as well, the go-to retailer for holiday season shoppers was the usual suspect: Amazon.com.Consumer shopping plans
The Christmas shopping season can start as early as September and some consumers begin even earlier than that. In 2024, over one-third of Christmas shoppers in the United States stated they were intending to start their shopping in November, while less than 10 percent of respondents were planning to start in December. The average amount people in the United States believed they would spend in 2024 amounted to over 1,000 U.S. dollars, which is more than the previous year’s budget.Among consumer expectations and concerns around holiday season, economic factors played a role this year again, despite subdued inflation and consumer prices. In a survey that looked into holiday season gifting behavior, more than half of consumers said the most important factor for them while shopping during the holiday season was getting the best value out of their purchases. This year, around the world, two-thirds of consumers also said they were going to look for sales more than usual during the upcoming holiday season.
