Holiday Season Consumer Behavior Insights 2024: Early Birds, Last-Minute Deals, and More

As the holiday season approaches, shopping lists lengthen, and the hustle to find the perfect gift begins. From early birds to last-minute buyers, each shopper contributes to a fascinating mosaic of consumer behavior. In 2024, the trends are more dynamic than ever, shaped by advancements in technology, shifting economic conditions, and a growing emphasis on sustainability. Understanding these patterns isn’t just about knowing where people shop—it’s about understanding why.

Editor’s Choice: Key Consumer Behavior Trends

Here are the standout consumer behavior trends shaping the 2024 holiday season:

• 72% of consumers plan to shop online, continuing the steady migration from brick-and-mortar stores.
• Early holiday shoppers, those who begin in October or earlier, now represent 36% of all holiday consumers.
• 87% of shoppers cite discounts and promotions as the top factor influencing their purchase decisions.
• Sustainability matters: 43% of consumers actively look for eco-friendly or ethically sourced gifts.
• Mobile shopping dominates, with 58% of purchases initiated on smartphones, up from 52% in 2023.
• Social media’s role continues to grow, with 68% of consumers discovering holiday gift ideas on platforms like Instagram and TikTok.
• The average holiday shopper is projected to spend $1,352 in 2024, a slight increase from $1,310 in 2023.

Early Shopping Patterns

The way consumers approach their holiday shopping has evolved, with early shopping becoming a cornerstone of planning:

• 36% of shoppers start buying gifts by October, up from 32% in 2023.
• Retailers offering early-bird discounts in September saw a 19% boost in sales compared to those starting promotions later.
• 41% of parents with children under 18 begin shopping early to secure high-demand toys and gadgets.
• Shoppers who plan early report saving an average of $123 on holiday expenses through strategic purchases.
• 19% of consumers cited concerns about supply chain delays as the reason for early shopping.
• Early shoppers are 2.5 times more likely to use coupon apps and digital deal aggregators.
• Despite starting early, 22% of shoppers still add last-minute purchases due to evolving gift lists or late-season deals.

Online vs. In-Store Preferences

Shopping channels continue to diversify, with both online and in-store experiences catering to unique consumer needs:

• 72% of shoppers prefer online shopping for its convenience and broader selection.
• 28% of consumers still favor in-store shopping, particularly for tactile purchases like clothing or home décor.
• Click-and-collect options surged, with 39% of online shoppers opting for in-store pickup to avoid shipping delays.
• 56% of consumers report frustration with delayed shipping, influencing many to prefer local store purchases.
• Virtual try-ons for clothing and accessories gained traction, with 30% of online retailers offering this feature in 2024.
• In-store experiences are evolving, with 20% of retailers incorporating augmented reality (AR) to enhance the shopping journey.
• Hybrid shoppers—those who blend online and in-store strategies—spend 30% more on average than single-channel consumers.

Spending Habits and Budgeting

Holiday spending remains a critical aspect of consumer behavior, with evolving economic factors influencing purchasing decisions:

• The average holiday budget in 2024 is $1,352, marking a 3.2% increase from 2023.
• 56% of shoppers use credit cards for holiday purchases, while 33% rely on buy-now-pay-later (BNPL) options.
• 40% of consumers set strict budgets to avoid overspending, a trend up from 35% in 2023.
• Gen Z and Millennials allocate the most to holiday spending, averaging $1,450 and $1,400 respectively.
• Gift cards remain the top category, accounting for $276 per shopper on average.
• Travel-related spending is expected to grow by 7%, with more families prioritizing experiences over material gifts.
• 19% of consumers save for the holidays year-round, leveraging savings apps and dedicated holiday funds.

Influence of Economic Factors

Economic trends directly impact consumer behavior, particularly during the holiday season:

• 66% of shoppers reported being influenced by rising prices, leading to a preference for value-oriented shopping.
• Despite economic challenges, 34% of consumers plan to spend more on the holidays than in 2023.
• Inflation affects 42% of holiday budgets, driving increased demand for discounts and promotions.
• 15% of consumers cite concerns over job stability as a factor in reducing their spending.
• Higher interest rates influenced 21% of buyers to avoid credit card purchases.
• Retailers offering flexible payment options like BNPL have seen a 23% increase in conversion rates.
• Rising costs of food and travel are pushing 27% of shoppers to reduce non-essential holiday spending.

Impact of Technology on Shopping

Technology continues to reshape how consumers shop during the holiday season:

• 58% of purchases are initiated on smartphones, reinforcing the dominance of mobile commerce.
• Voice assistants like Alexa and Google Assistant facilitated 13% of holiday purchases in 2024.
• Augmented reality (AR) tools saw a 15% rise in adoption, helping shoppers visualize products virtually.
• 35% of shoppers use AI-driven recommendation systems to discover personalized gift ideas.
• QR codes for in-store product details and discounts were utilized by 48% of consumers.
• Retailers incorporating chatbots for customer service reported a 30% improvement in response times.
• 4 out of 10-holiday shoppers rely on apps to track deals and organize shopping lists.

Sustainability and Ethical Considerations

Sustainability remains a growing priority for holiday shoppers in 2024:

• 43% of consumers actively seek out eco-friendly and ethically sourced gifts.
• Gen Z leads the way, with 57% prioritizing sustainable brands during holiday purchases.
• Reusable wrapping options and biodegradable materials are favored by 31% of shoppers.
• Brands offering carbon-neutral shipping have seen a 20% increase in customer retention.
• 22% of consumers are willing to pay a premium for gifts aligned with ethical labor practices.
• Secondhand and thrifted gifts saw a 14% rise in popularity, especially among younger consumers.
• Nearly 1 in 3 shoppers research a company’s environmental policies before making a purchase.

Shifting Buying Trends: From Physical Stores to E-Commerce

The shift toward e-commerce continues to redefine the holiday shopping landscape:

• 72% of holiday shoppers plan to do most of their shopping online in 2024, up from 68% in 2023.
• Small businesses leveraging e-commerce platforms saw a 28% increase in holiday sales.
• Same-day delivery options are offered by 35% of online retailers, attracting last-minute shoppers.
• The average cart abandonment rate for holiday shopping stands at 57%, largely due to high shipping costs.
• 20% of consumers explore augmented reality (AR) features to test products virtually before purchasing.
• 39% of shoppers prefer hybrid shopping—researching online and purchasing in-store.
• Retailers with mobile-friendly websites reported a 21% higher conversion rate during the holiday season.

Price Sensitivity and Discount Shopping: Consumers Seek Value

Price sensitivity remains a dominant factor influencing holiday purchases:

• 87% of shoppers consider discounts the most important factor when choosing where to shop.
• Flash sales are expected to account for 24% of total holiday sales, especially during Cyber Week.
• 35% of consumers actively track price drops using apps and browser extensions.
• Retailers offering bundle discounts have seen a 22% increase in average order value (AOV).
• Buy-one-get-one-free offers (BOGO) drive 18% more purchases during the holiday period.
• Coupons and promo codes are used by 48% of shoppers, saving an average of $92 per person.
• 39% of consumers delay purchases until late December to secure deeper discounts.

The Role of Social Media Influence and Product Discovery

Social media platforms are becoming powerful tools for product discovery and decision-making:

• 68% of holiday shoppers discover gift ideas on platforms like Instagram, TikTok, and Pinterest.
• 40% of consumers say influencer recommendations significantly impact their purchase decisions.
• Retailers running social media ads during the holidays see a 12% higher ROI compared to other seasons.
• User-generated content (UGC), like reviews and unboxing videos, influences 38% of buying decisions.
• Live-stream shopping events are attended by 18% of shoppers, combining entertainment with commerce.
• Social commerce platforms, such as Instagram Shops, account for 14% of holiday sales.
• Brands with holiday-themed filters and AR experiences engage 23% more users during the season.

Shopping Habits and Timelines: The Rise of Last-Minute Shopping

Despite early shopping trends, last-minute shopping remains prevalent:

• 31% of shoppers make significant holiday purchases during the week leading up to Christmas.
• Procrastinators are most likely to rely on gift cards, with 47% of late shoppers choosing this option.
• Retailers offering guaranteed next-day delivery during the last week of December see a 20% sales boost.
• 15% of last-minute shoppers turn to digital downloads, such as eBooks and subscription services.
• 23% of consumers cite “waiting for better deals” as their reason for delaying purchases.
• Mobile shopping apps experience a 34% spike in usage during the last two weeks of December.
• Retailers extending store hours see a 17% increase in foot traffic from last-minute buyers.

Holiday Season Insights: Shipping Expectations and Return Policies

Shipping and returns are critical factors for holiday shoppers:

• 56% of consumers prefer free shipping, even if it means waiting longer for deliveries.
• 78% of shoppers consider a clear return policy essential when choosing where to shop.
• Retailers offering free returns experience a 32% higher customer satisfaction rate.
• Fast-shipping options, such as two-day delivery, are utilized by 45% of online shoppers.
• Package tracking tools are used by 61% of consumers to monitor their deliveries.
• Return rates for holiday purchases are expected to reach 20%, with clothing and footwear being the most returned categories.
• Extended return windows (up to January 31) are offered by 38% of retailers, increasing customer loyalty.

Promotions and Marketing Strategies: Attracting Value-Seeking Shoppers

Retailers employ innovative marketing strategies to capture value-driven consumers:

• Personalized email campaigns result in a 26% higher click-through rate during the holiday season.
• Retailers offering loyalty rewards report a 19% increase in repeat customers.
• Holiday pop-up stores attract 22% more shoppers, especially in urban areas.
• Interactive ads, such as quizzes and games, engage 15% more users compared to static ads.
• Brands running collaborative campaigns with influencers see a 14% higher conversion rate.
• Omnichannel promotions, integrating online and in-store offers, boost sales by 18%.
• Early bird discounts offered in October led to a 12% increase in early shoppers.

Multichannel Shopping and the Rise of Hybrid Retail Experiences

The fusion of online and in-store shopping continues to gain traction:

• 39% of holiday shoppers identify as hybrid consumers, using both online and in-store channels.
• BOPIS (Buy Online, Pick Up In Store) accounts for 25% of holiday retail transactions.
• 25% of hybrid shoppers use mobile apps to check in-store availability before visiting.
• Retailers with integrated inventory systems report a 30% decrease in missed sales opportunities.
• In-store kiosks for online order pickups are utilized by 18% of consumers.
• Shoppers spending in both channels spend 15% more on average compared to single-channel shoppers.
• Live chat support for online-to-store transactions increases customer satisfaction by 22%.

Recent Developments

The holiday shopping landscape continues to evolve rapidly with new developments:

• Virtual try-on tools are now offered by 20% of retailers, enhancing the online shopping experience.
• AI-driven product recommendations boost sales by 12% through personalized suggestions.
• Subscription-based holiday gift services gained 9% more sign-ups compared to last year.
• Retailers are experimenting with drone delivery, piloted by 5% of major e-commerce brands.
• The use of cryptocurrency for holiday purchases grew by 7%, appealing to tech-savvy shoppers.
• Voice-activated shopping via smart speakers rose by 10%, simplifying the purchasing process.
• Emerging payment methods, such as mobile wallets, accounted for 28% of total holiday transactions.

Conclusion

Holiday shopping in 2024 reflects a blend of tradition and transformation. With early shoppers, last-minute buyers, and hybrid consumers coexisting in a dynamic retail ecosystem, the trends point to a season defined by convenience, sustainability, and personalization. Whether influenced by economic pressures or the allure of technology, today’s consumers demand seamless, value-driven, and memorable experiences. Retailers that embrace these insights are poised to succeed in meeting the needs of the modern holiday shopper.