12 Shopping Trends To Expect This Holiday Season In US
Every year Dealaid.org conducts a holiday shopping survey where we look at trends and key data points among American consumers and how they plan to shop during the holidays and key sales events such as Thanksgiving, Black Friday and Cyber Monday.
In this year’s annual holiday shopping data report, we surveyed 1070 American consumers and explored how they are planning to shop in Q4 of 2023. The data below will highlight impeding ramifications on the 2023 holiday shopping season in the United States and key trends to expect.
The first section of this report includes key findings and data trends that will have the most impact on holiday shopping in 2023. Second section is survey methodology and you can skip to either section by clicking on one of the buttons below.
KEY FINDINGS
49% of consumers expect to spend more this holiday season compared to last year. Another 48% expect to spend the same amount as last year and only 3% expect to spend less.
90% of consumers will make more purchases on credit due to higher prices during holiday shopping season in 2023 compared to last year.
46% of American consumers will tip more when paying for services during holiday shopping season compared to the rest of the year. Another 21% will tip the same as the rest of the year while 33% expect to tip less.
Slow shipping times remains the most anticipated issue during holiday shopping season for US consumers with 55%. High prices (49%) and out of stock items (48%) are also expected to be common issues among US consumers.
56% of US consumers plan to shop on Black Friday this year, 48% plan to shop on Thanksgiving, 42% plan to shop on Small Business Saturday and 30% plan to shop on Cyber Monday.
51% of US consumers will shop online & in-store while 35% will shop online only and 14% will shop in-store only on Black Friday this year.
American consumers expect to increase their spending by an average of 6.1% on Black Friday & Cyber Monday this year which is expected to set a new online sales records of $9.68 billion on Black Friday 2023 and $11.99 billion on Cyber Monday 2023. These projected estimates are based on online sales data from 2022 Black Friday and 2022 Cyber Monday according to Adobe data.
93% of US consumers will be willing to spend extra on same day or next day delivery during holiday shopping season this year if needed.
57% of US consumers will make a purchase during holiday shopping season in 2023 if they are getting a big discount. Low prices (42%), fear of missing out (41%), liking the product (42%) and free online shopping (36%) are other popular motivators that will influence consumers to checkout during holiday shopping season in 2023.
91% of US consumers want a more personalized shopping experience this holiday season at retailers and online stores where they’ve shopped in the past. Only 7% don’t want a more personalized shopping experience while 2% would need to know how much of their information is shared prior to making a decision on more personalization.
92% of US consumers will shop and make purchases on their mobile devices during holiday shopping season this year.
56% of US consumers expect orders eligible for free shipping to arrive in three to five days while 32% expect the orders to arrive in 2 days.
SURVEY METHODOLOGY & DEMOGRAPHICS
For the purpose of this study, we surveyed 1070 US consumers across America to find out how they are planning to shop during this year’s holiday shopping season. The survey was conducted through SurveyMonkey services.
The demographic composition of the 1070 individuals surveyed is as follows.
