Holiday Shopping Season Underway Already

While optimism is high, levels will fluctuate with continued uncertainty surrounding COVID-19 variants and global events.

Making Up for Lost Time

Nearly all adults currently feel comfortable socializing in person, so expect an increase in travel and gatherings as consumers approach the holiday season with a new appreciation for traditions and celebrations.

Seen by many as superior to tangible gifts, experiences are expected to increase in popularity after the extended period at home and with the promise of protection afforded by vaccines. Flexibility in terms of dates and refunds will be important to promote consumer confidence.

Purpose-Driven Holiday Shopping

Over half (56%) of all adults want brands to recognize holidays from a variety of cultures, with young adults increasingly expecting brands to do so (68% of 18–44-year-olds vs. 40% of 55+).

With many prioritizing both physical and mental health, wellness is an important gift category and messaging theme this year.

More consumers are looking for brands and retailers who offer sustainable products, leading to a boost in the popularity of secondhand shopping.

Early Shopping & Deal Seeking

More than four in ten adults shop year-round for the holidays to take advantage of sales and deals throughout the year.

Last year, Black Friday promotions started earlier to account for COVID-induced shipping delays and to compete with Prime Day. We anticipate seeing sales start as early as October this year.

Expected shipping delays due to continued COVID-19 impacts on supply chains will spur some customers to start shopping earlier and to avoid deliveries altogether by using curbside pickup or shopping in-store.