Have you started your holiday shopping yet… or are you still pretending it’s not quite that time of year? (Like I am, ha!) No judgment either way—this season sneaks up on all of us. It’s amazing how fast the year flies by, isn’t it? Whether you’re the type who finished your list back in October or someone who thrives on the thrill of last-minute gift hunting, the holidays always seem to have a way of making us ask, “Wait… how is it December already?”
As the holiday shopping rush kicks into gear, I thought I’d share some interesting statistics from one of our parent companies, NIQ, about what’s driving shopping and gifting this year.
Who are you shopping for?
When you think about your holiday shopping list this year, who’s on it? Many of us are buying gifts for family, friends, and coworkers. But you might be surprised by this: more than half of shoppers plan to buy gifts for themselves!
According to research from NIQ, 57% of shoppers purchase items for their spouse or partner. Another 54% buy gifts for themselves, while 51% are shopping for children. Millennials are most likely to shop for themselves, followed by Gen Z shoppers. It’s no surprise that many of us (including me!) are buying gifts for ourselves during this season! All the sales make it hard to resist, especially if there’s an item you need for yourself or your home.
Do you plan to purchase a gift for yourself, or have you already? I’ll tell you a secret: I always buy my own stocking stuffers! One year, I woke on Christmas morning to find that my stocking was empty. It wasn’t a big deal to me, until my young son noticed and asked “Why is mommy’s stocking empty?” He thought Santa forgot about me! Apparently, my husband did, too. Since then, I’ve stuffed my own stocking!
When do you shop?
Holiday shopping seems to begin earlier and earlier every year. While Black Friday used to be the unofficial kickoff to the shopping season, many stores start their holiday sales weeks and even months before Thanksgiving.
Research from NIQ indicates that 82% of people start shopping two months in advance. Another 47% begin shopping 1-2 months before the holiday, with 26% waiting until 2-4 weeks before.
The timeframe during which people shop is also generational. NIQ found that 22% of Boomers shop more than two months before the holidays, while younger consumers are more likely to shop around Black Friday and Cyber Week. 70% of Gen Z shoppers plan to take advantage of these promotional periods, while 66% of Millennials shop during this time. On the other hand, more than a third of Boomers say they do not plan to shop during these major promotional events!
Where do you shop?
There are so many options for shopping these days, from brick-and-mortar stores to online shops and even shopping through social media sites. It can be overwhelming! NIQ’s research found that 42% of shoppers plan to split their purchasing across channels. Two-thirds of consumers (66%) will shop online, with nearly as many (64%) planning to shop in stores.
Interestingly enough, younger and older shoppers are more likely to prefer in-store shopping. According to NIQ, 29% of Gen Z and 27% of Boomers are likely to shop in-store. Millennials and Gen X members tend to favor the convenience of digital channels for shopping. And don’t count out social media platforms like TikTok, Instagram, and YouTube. Many shoppers discover products on these platforms, and 46% of Gen Z use them for gift inspiration.
Were you surprised by any of these insights? Let me know in the comments! As you make your way through your own holiday shopping, remember that every purchase tells a story about this season’s trends. If you’re part of our panel, don’t forget to scan and report your holiday buys as you go, from gifts to wrapping supplies. Your contributions help paint the bigger picture of how people shop during this busy time of year, and we truly appreciate every barcode you capture.
Here’s to a smooth, joyful, and well-organized season of shopping and gifting!
Regards,
Taylor
Blog comment reminder: If you have a panel-related issue that you need assistance with such as a problem with scanning or your rewards, please contact our Panel Support Center directly and they will be happy to assist you! You can reach them at 1-800-962-6700 or email them at [email protected]. You can send a message from NCP’s Facebook page. Please don’t enter panel-related issues or share any personal panel membership information in the blog comment section. Any issues will be addressed faster if you contact our support center directly. Thank you so much!
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