48 Holiday Shopping Statistics (2024)

Festive decorations, family get-togethers, baked goods, and shopping for the perfect gifts are all part of what makes the holidays such a magical time of year.

And, with the flurry of consumer shopping and gift-giving, the holiday season provides a wealth of opportunities for brands to connect with consumers and increase revenue.

Arm your seasonal marketing campaigns with the latest holiday shopping statistics.

2024 Holiday Shopping Statistics

1. More than half say they purchase holiday gifts throughout the year depending on when they see a good deal vs. waiting for the holiday shopping season. 
2. An impressive 80% of consumers said they discover special offers via digital sources, including email, social media, online search, and online marketplaces. Social media is especially crucial for Gen Z. (Coveo) 
3. According to the Q4 2024 Sprout Pulse Survey*, a staggering 89% of consumers say social media impacts their holiday shopping decisions. 
4. Online remains the top destination this year, with 57% of consumers planning on making their holiday purchases online. (NRF) 
5. Loyalty will be a key factor for retailers to retain customers, as finding new customers is getting more expensive and marketing budgets are shrinking. (Salesforce) 
6. Mobile devices will dominate online shopping, accounting for 71% of all digital traffic and 56% of all digital orders during the holiday season. (Salesforce) 
7. Personalization and social media will be important channels for retailers to engage with customers and offer relevant recommendations and deals. (Justuno) 
8. Nearly 3 in 4 (73%) say they’ll have the majority of their holiday shopping done before December begins. And nearly a quarter (23%) say they’ll have their shopping done before November. (Quickbooks) 
9. In September 2024, Amazon announced an October 8-9 2024 Prime Big Deal Days event. These October sales events unofficially kickoff the holiday season, extending it and potentially stealing share from the Cyber Five. (eMarketer) 
10. The AT&T Business Survey found that 74% of consumers believe small businesses offer better, more unique holiday gifts. 
11. The trend of self-gifting is gaining momentum again this holiday season. According to Vericast’s 2024 Holiday Retail TrendWatch, 41% of consumers plan to splurge on gifts for themselves. 
12. Shoppers are prioritizing experiences (+16%) like holiday events and socializing with loved ones, and non gift purchases such as party apparel and decorations continue to gain in importance (+9%). (Deloitte) 

2024 Halloween Shopping Statistics

1. Halloween spending is projected to hit nearly $12 billion. (NRF) 
2. 7 in 10 surveyed individuals in the United States said they would be celebrating Halloween, whether it is in the form of dressing up for a themed party or going out at night to trick-or-treat on or around October 31. (Statista) 
3. Email marketing is one of the most effective channels for Halloween promotions, with an average open rate of 15.6% and a click-through rate of 2.1%. (Brevo) 
4. Halloween-themed emails can increase conversions by up to 30%, especially if they include special offers, discounts, or free shipping. (Sendible) 
5. Americans are expected to spend a total of nearly four billion U.S. dollars on costumes and outfits alone. (Statista) 
6. In 2024, Consumers in the United States said they usually spent anywhere between 26 and 50 U.S. dollars per Halloween costume. Less than a fifth of those surveyed had a habit of spending over 100 dollars for a costume. (Statista) 
7. During the 2024 Halloween season, consumers in the United States (U.S.) are expected to spend about 3.5 billion U.S. dollars on candy. This is a slight decrease compared to 2023 and the first decrease in expected spending since 2020. (Statista) 
8. About 4 in 5 consumers in the United States said they were likely to buy chocolate candy bars, making it the most popular candy item for the trick-or-treat season. (Statista) 
9. Sprout Social notes that Instagram and Facebook see a 30% increase in engagement during Halloween. 
10. 29% of Gen Z and millennials are moving from in-person shopping to online shopping. 
11. Mobile devices account for 40% of Halloween purchases; 44% of consumers will go to Amazon for shopping Halloween-related items. (Sender) 

2024 Black Friday & Cyber Monday Shopping Statistics

1. Physical stores are still key, over two-thirds (68%) of shoppers planning to visit one or more retailers during Black Friday and Cyber Monday. (Coveo) 
2. The Cyber Five—Thanksgiving, Black Friday, Small Business Saturday, Cyber Sunday, and Cyber Monday—will account for 15.5% of US holiday retail ecommerce sales in 2024 (eMarketer) 
3. A total of 126 million consumers shopped in-store, up from 121.4 million in 2023. Online shoppers totaled 124.3 million, down from 134.2 million shoppers last year. (NRF) 
4. Black Friday remains the most popular day for both in-store and online shopping: 81.7 million consumers shopped in stores on Black Friday, up from 76.2 million last year and the highest level since the pandemic. Approximately 87.3 million shopped online, down slightly from 90.6 million in 2023. (NRF) 
5. A majority (63%) of Cyber Monday online shoppers opting to use their mobile device, up from 55% last year and the highest since NRF first started tracking this. (NRF) 
6. Over a third of shoppers (37%) only plan to purchase during BFCM if items are at least 50% off. (Deloitte) 
7. 62% of shoppers plan to stretch their BFCM budgets through credit cards and BUY NOW PAY LATER (BNPL) offers. 
8. Buy now, pay later (BNPL) has seen continued growth in 2024 that is expected to continue during the holiday season. Adobe forecasts BNPL spending will peak on Cyber Monday with a new single-day-record of $993 million. (Adobe) 
9. Among top reasons to shop in store on Black Friday, 53% plan to take advantage of doorbuster sales, 48% believe in-store is where the best deals are, and 45% enjoy shopping with family/friends. (Deloitte) 
10. 34% of consumers say they plan to shop small the day immediately following Black Friday. What’s more, they’ll do an average of 39% of their holiday shopping that day. (Quickbooks) 
11. The top reasons to shop online for Cyber Monday include 53% wanting to avoid the crowds at retail stores, 48% are looking to save time and effort, 46% believe the best tech deals of the season are on Cyber Monday. (Deloitte) 
12. The average cost spent by each shopper on Cyber Mondays is around $312. (Gitnux) 

2024 Christmas Shopping Statistics

1. In 2024, consumers in the United States expected to spend over one thousand U.S. dollars on holiday gifts on average. This is the first time the projected spending estimate reached that one thousand-dollar-mark. (Statista) 
2. 76% of consumers said they plan to maintain or increase their gift giving and spending compared to last year. (Total Retail) 
3. Seven in 10 shoppers say they prefer to shop online for the convenience of shopping from home at any time and the promise of free or discounted shipping. (Quickbooks) 
4. More than 9 in 10 consumers say they’re concerned about higher costs affecting their holiday shopping this year. To combat these concerns, they’re tracking down the lowest prices and hunting for the best deals. (Quickbooks) 
5. 40% of online sales are done through mobile devices. (FinancesOnline) 
6. 61% of shoppers are open to new retailers during the holiday season. (Blippr) 
7. QuickBooks’ Holiday Shopping Report, which reveals that 93% of consumers plan to shop small this season, spending over $76 billion on small businesses. 
8. Consumers also expect to feel the love this holiday season, with 20% saying they shop with brands offering points or loyalty rewards to find the best deals for holiday purchases, up from 16% in 2023. (Vericast) 
9. This year, consumers are looking for a sure thing when it comes to holiday shopping. Expect impulse buying and a focus on physical gifts vs. experiences.74% say they prefer to give physical gifts for the holidays vs. gifting an experience.  (Vericast) 
10. 45% of U.S. shoppers enjoy the thrill of finding the perfect gift, 61% percent of consumers said that specific search categories such as “gifts for dad” or “gifts under $50” would be helpful when gift shopping online. (Coveo) 
11. Consumers plan to spend in four categories this year and are seeking out apparel and accessories (77%), electronics (57%), and toys (54%) as top gifts. 
12. Gift cards remain the most popular item on consumers’ wish lists, with 53% of shoppers requesting them this year. That is followed by clothing and accessories (49%), books and other media (28%) and personal care or beauty items (25%). (NRF) 
13. Curbside pickup utilization has slowed from pandemic highs but continues to be an important shipping option for consumers. Adobe forecasts curbside pickup to peak later in the season on December 22nd and 23rd for last minute gifts. Expedited shipping will also see a lift later in the season as consumers aim to avoid shipping delays. (Adobe) 

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