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From changing purchase schedules and shifting budgets to using AI for support, today’s holiday shoppers are taking a fresh approach as shopping ramps up. Capturing seasonal demand requires understanding how consumer priorities are shifting. With real-time consumer intelligence and declared purchase intent, CivicScience helps brands and advertisers reach these high-value audiences at the exact moment they are making buying decisions.
How is holiday shopping shaping up so far this year? Here’s what the latest consumer-declared (not inferred) data show:
New survey data show that the window for brands to capture shoppers is slightly larger than it was this time last year, with only 17% of U.S. adults who shop for the holidays saying they’ve already begun shopping, a three-point decline from last year. Meanwhile, the share of shoppers who’ve yet to start but plan to do so before Thanksgiving has returned to its highest level in six years (34%).
Data also reveal that shoppers under 45 are the most likely to have already begun. Shoppers 65+, meanwhile, are the most likely to hold off on beginning their shopping entirely until December, out of reach of an early-November campaign.
While holiday timelines look a little different this year, shoppers are also gearing up for a bigger budget. Nearly 2-in-5 holiday shoppers (38%) report they expect to spend ‘more’ than they did last year, showing a 14-point increase from 2021. Consequently, the share who plan to spend ‘less’ is down to a six-year low.
These insights are just the tip of the iceberg for this year’s holiday shopper. The full Holiday Shopper At a Glance report leverages CivicScience’s massive, real-time database to give brands and advertisers a complete playbook on where and how they’re shopping and how AI will shape their path to purchase. With wallets particularly ready to open and the peak shopping window coming soon, now is the time to back your seasonal strategy with definitive consumer-declared truth.
