Now’s the time for brands and retailers to start preparing for the 2022 holiday shopping season. But what can they expect?
Here’s a snapshot of when consumers will start checking off their lists, where they’ll shop, how much they’ll spend, and what will fuel their purchase decisions, according to 12,866 U.S. shoppers.
When Holiday Shopping Will Start
In the past, Black Friday was the official kickoff to the holiday shopping season. But now shoppers are getting an increasingly earlier start.
Many Shoppers are Starting Early
When did/do you expect to start thinking about your holiday shopping this year?
Most Will Start Their Holiday Shopping at the Same Time as Usual
Do you plan to start your holiday shopping before or after you typically do?
Power Pro Tip
Younger shoppers are more likely to plan an earlier-than-usual start.
Overall
Gen Z
Millennials
Gen X
Boomers
Expected Holiday Spending
There have been plenty of headlines about the slowing economy and high inflation. But how will these factors impact holiday spending?
Holiday Spend Breakdowns
Total Anticipated Holiday Spend
Average: $1,802
Anticipated Online Holiday Spend
Average: $1,212
Power Pro Tip
67% of holiday shopping will take place online.
Generational Differences
Total Anticipated Holiday Spend
Anticipated Online Holiday Spend
Millennials will drop more cash than any other generation, but will spend the lowest proportion (63%) online
Gen X will spend the highest proportion online (79%) of any generation.
Holiday Spend By Household Income
Total Anticipated Holiday Spend
Anticipated Online Holiday Spend
Power Pro Tip
The highest income group will spend 340% more than the lowest income group
*Respondents were asked to consider all Holiday-related spend - including events / activities, gifts, meals - for responses to these questions
How 2022 Holiday Shopping Will Compare to Last Year
How is this year’s overall, online and in-store holiday spending expected to compare last year? Let’s take a closer look.
Total Anticipated Holiday Spend: 2021 vs 2022 (online and in store)
Do you plan to spend more or less on holiday shopping this year compared to last year?
Power Pro Tip
Younger shoppers are more likely to plan an increase in holiday shopping than their older counterparts.
Overall
Gen Z
Millennials
Gen X
Boomers
Where Consumers Will Shop Online This Holiday Season
There are nearly endless online shopping options. Here’s a look at where this year’s holiday shoppers will go online to check off their lists.
Top Online Destinations for 2022 Holiday Shopping
Top Factors That’ll Influence Holiday Shopping Decisions
Consumers will weigh many factors when shopping for themselves and others this holiday season. As in previous years, price and ratings and reviews consistently come out on top.
Top Considerations When Purchasing Gifts for Others
Price
2022
92%
2021
82%
2020
87%
Ratings & Reviews
2022
72%
2021
71%
2020
71%
Shipping/delivery costs
2022
69%
2021
65%
2020
68%
Ease/speed of shipping
2022
58%
2021
60%
2020
60%
Trustworthiness of brand
2022
47%
2021
58%
2020
56%
Refund/Returns Policy
2022
43%
2021
44%
2020
43%
Familiarity with Products or Brands
2022
41%
2021
57%
2020
54%
Family/Friends Recommendations
2022
40%
2021
46%
NA
0%
Values of the Manufacturing Brand
20%
35%
33%
Search Engine Ranking
2022
13%
2021
18%
18%
Brands/Influencers on Social Media
2022
11%
24%
NA
0%
Top Considerations When Shopping for Yourself
Price
2022
93%
2021
79%
2020
85%
Ratings & Reviews
2022
68%
2021
68%
2020
67%
Shipping/delivery costs
2022
67%
2021
59%
2020
63%
Ease/speed of shipping
2022
52%
2021
54%
2020
56%
Trustworthiness of brand
2022
51%
2021
53%
2020
52%
Refund/Returns Policy
2022
44%
2021
43%
2020
41%
Familiarity with Products or Brands
2022
43%
2021
53%
2020
51%
Family/Friends Recommendations
37%
39%
NA
0%
Values of the Manufacturing Brand
22%
34%
33%
Search Engine Ranking
2022
15%
18%
19%
Brands/Influencers on Social Media
2022
12%
25%
NA
0%
A Solid UGC Strategy Can Help Make Your Holiday Season Extra Merry
Ratings and reviews will be a key consideration for shoppers this holiday season – ranking only behind price in terms of importance. In fact, consumers will turn to reviews whether they’re shopping for themselves or others during the upcoming holiday period.
Ready to brush up your ratings and reviews strategy to give holiday shoppers what they’re looking for? Check out our Complete Guide to Ratings and Reviews.
