Unwrapping This Year’s Holiday Shopping Trends

Despite the importance of Black Friday to many industries, more consumers plan to shop in store on Boxing Day this year, according to The NPD Group’s Holiday Intentions Survey. According to the survey, 22 per cent of Canadians planned on shopping for holiday gifts on Black Friday, while 28 per cent plan on waiting until Boxing Day. A smaller number of respondents, 11 per cent, suggested that they would be doing the majority of their holiday shopping on Cyber Monday. When it comes to this year’s holiday promotions, 61 per cent of respondents thought that deals were about the same as last year, while 17 per cent felt that deals were better this year than in 2018.

27 per cent of males claimed to have not started holiday shopping, which is 11 per cent higher compared to the percentage of females who have not started holiday shopping. In terms of what consumers are buying this year it appears the notion of an “experiential” gift is gaining momentum amongst consumers, as 44 per cent of shoppers suggested that at least half of their gifts would be experience based.

When looking at the percentage of holiday dollars going to brick-and-mortar vs. online shopping, the same amount of people (approximately 20 per cent of respondents) plan to shop online for Black Friday and Boxing Day. Interestingly, males appear to over-index on in-store purchases. 68 per cent of males said they would be shopping in-store this holiday season, compared to just 54 per cent of females.

When it comes to generational differences between holiday shoppers, consumers between the ages of 18-34 rely significantly less on in-store shopping. 38 per cent of younger consumers planned on making in-store purchase this year vs. 61 per cent of the overall population.

The survey also suggested that not all gift giving is selfless, in fact, when it comes to treating ourselves this holiday season, 28 per cent of consumers spent more than half of their holiday dollars on themselves, while 32 per cent of consumers spent all or most of their holiday dollars on gifts for others.

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