This holiday season, consumers have big plans to make wonderful memories with family and friends. For many, it will be the first time they resume beloved holiday traditions since the pandemic. Others will be starting brand new traditions.
Accenture’s Annual Holiday Shopping Survey reveals that this year’s celebrations will come with a mix of cheer and caution as the uncertain economic climate pushes consumers toward a more considered approach to spending.
Four consumer trends for the season that sparkles
This year’s Holiday Shopping Survey reveals the four key trends that will characterize the season of giving and beyond.
Embracing the holiday spirit by gathering together and giving to loved ones.
Thinking ahead with thoughtful planning to spread out holiday spending.
Donating time, talent and treasure to share the holiday spirit with people in need.
Deck the malls
Coming into stores for creative, engaging and easy shopping experiences.
Consumers are ready to say goodbye to several years of disrupted holidays and embrace the holiday spirit. And when it comes to giving, people aren’t just giving to others. They want to treat themselves too.
The most wonderful time of the year
The holiday spirit is alive and well as consumers anticipate a joyous holiday season. Gift-giving lists include everything from gift cards—the most popular item to give—to ingredients and materials for homemade gifts.
of consumers are looking forward to the holidays.
of consumers are eager to spend time with friends and loved ones.
of people are planning to treat themselves and others.
Consumers are starting early on holiday shopping so that financial strain doesn’t curtail their gift giving. They are planning ahead, getting organized and making strategic choices to spread out spending and avoid out-of-stocks.
Ringing in the season with restraint
Almost one-third (31%) of consumers have a budget for their holiday shopping, and they want to try and stick to it. That’s why they are being very judicious and precise about how much money they spend on what—and when they spend it.
of consumers started shopping earlier to spread out the cost of the holidays.
of consumers are shopping as and when promotions and discounts are offered.
of consumers are shopping earlier to ensure they get what they need in time for the holidays.
Consumers’ generosity is burning bright this year. Thoughtful about their own spending, they are also thoughtful about giving to people in need and causes they care about. Younger shoppers are the most likely to increase charitable giving this year.
It’s better to give than to receive
For many, charitable giving goes hand in hand with the holiday season. Even in a volatile economic environment—and perhaps because of it—consumers are findings ways to give back, doing what they can to spread holiday cheer.
of consumers are aware of those less fortunate and want to be charitable as a result.
of consumers plan to donate to charity this year.
of consumers plan to make non-cash gifts like donating products to a food bank or toys to a charity campaign.
Deck the malls
In-store experiences can draw consumers to do their holiday shopping in store this year. They want the best of both worlds—creative experiences that wow them and convenient experiences that serve their needs with zero hassle.
Wishing for an amazing in-store experience
Amid the bustle of the holiday season, consumers’ time is precious. The trend is toward in-store experiences that help shoppers make the most of their trips whether they’re shopping for the perfect gift or picking up an online order.
of consumers say that special promotions can entice them to shop with one retailer over another.
of consumers are pleased to see retailers making self-checkout available in stores.
of consumers say they get gift ideas by browsing websites and using search engines.