Market research company Numerator reported 80% of Christmas celebrators plan to purchase gifts, with gift cards topping the list of most likely gift purchases and home goods coming in fourth.
Key results of Numerator survey:
- 57% of shoppers said they would spend the same as in 2023, while 26% said they planned to spend less and 17% said they planned to spend more.
- 79% of Christmas celebrators expect to spend $200 or more on Christmas, including 35% who plan to spend more than $500.
- 82% of survey respondents celebrating the holiday said they typically start planning for Christmas more than a month in advance, including 33% who plan more than three months in advance of December 25.
- Gatherings with family and friends are foremost among plans for Christmas celebrators, at 74%, followed by giving gifts, at 70%; decorating the house, at 62%; cooking or baking at home, at 61%; and hosting others at home, at 33%.
- Gen Z and Millennials are more likely to travel for Christmas than other generations, at 25% compared with 18% for all celebrators.
- The top planned Christmas purchases include gifts, at 80%; food, at 79%; decorations, at 43%; candy, at 42%; and alcoholic beverages, at 36%.
- The merchandise category with the highest Christmas buying intention is gift cards, at 71%, with Baby Boomers most likely among generations to opt for gift cards, at 77%, while Gen Z and Millennials are the least likely, at 59%.
- After gift cards, holiday shoppers are most likely to purchase apparel, at 55%; toys or games at 49%; home goods, at 33%, food/beverages, at 29%; pet products, at 27%; accessories, at 27%; books, at 24%; and spa or beauty products, at 24%.
- Some 44% of survey respondents said they intended on doing half of their Christmas shopping online and half in-store, while 33% said they would do most or all shopping online, and 23% said they would do most or all shopping in-store.
