Same traditions. Different me.

As consumers look to rediscover festive traditions and adapt to new circumstances, they are in a generous mood this holiday season.

The holidays are back!

Accenture’s Annual Holiday Shopping Survey finds that consumers are hoping to put the disruption of 2020 behind them and are looking forward to a generous, sharing and celebratory holiday season.

With social occasions imminent, a sense of positive anticipation is in the air. Over three-quarters of shoppers say they’re looking forward to the holidays. And many will be visiting loved ones, heading out to parties, or hosting social occasions at home.

HOLIDAY TRENDS

Generosity

Consumers will spend more this year, especially younger shoppers. But they’ll also give more—to family, friends, neighbors, colleagues, and charities too. This spirit of sharing is about more than money of course.

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The spirit of giving is alive and well

Seven in ten consumers are looking forward to spending time at home with loved ones. In fact, generosity will characterize the whole holiday season and will influence consumer attitudes to brands’ environmental and social responsibility too.

75%

of consumers are likely/highly likely to buy gifts for close family

39%

of under 40s (vs 18% of over 40s) say they will be spending more this year than last year

35%

of shoppers will choose environmentally friendly packaging and deliveries

HOLIDAY TRENDS

Celebrations

With a more sociable season in the offing, consumers are feeling optimistic and in the mood for celebration. Over three-quarters say they’re looking forward to the holidays.

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Parties are back in all shapes and sizes

Large numbers of consumers will be traveling to visit loved ones or hosting holiday events at home. Festive traditions—including food and gift choices—will remain core to the season with the holiday dining table at the center of celebrations.

59%

of consumers will be visiting friends and family this holiday season

51%

of consumers will be heading out to parties

37%

of consumers are planning to host social occasions at home

HOLIDAY TRENDS

Experience

The great ecommerce acceleration triggered by the pandemic isn’t going away. But stores remain an essential part of the consumer experience, especially for younger shoppers.

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There are surprises in store

This holiday season, consumers are looking for something different—an omnichannel experience that offers seamless integration across digital and physical shopping. At the same time, supply and sustainable shopping are rising up the consumer agenda.

70%

of those aged 18–24 anticipate doing the majority of their shopping in store this year

43%

of consumers expect online home deliveries to be fast and free (up from 40% last year)

1 in 3

consumers are worried about stock availability over the holidays

HOLIDAY TRENDS

Get 2022 ready

Retailers have taken measures to shore up supply chains and are ready to capitalize on the holiday season. Beyond the holidays, consumers are already looking ahead and making plans for next year.

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A new year's resolution

Yes, many are focused on fixing their finances in 2022. But our survey finds there’ll be room for fun, indulgence and big-ticket spending too. One of the biggest priorities? Making up for missed vacations by saving for trips away.

40%

will prioritize saving for a vacation or trip away

36%

are planning to take a local trip or vacation in the next year

1 in 3

will prioritize spending on new clothes

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