Countdown Begins: Thanksgiving Kicks Off Holiday Shopping For Half of Americans

– Survey finds seasonal shopping accounts for 18% of yearly sales –
– PLUS: 6-in-10 consumers planning to participate in Black Friday –

DENVER, CO (November 12, 2024)— Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2024 Holiday Survey. The findings were clear: the holidays are one of the busiest seasons for the retail and ecommerce industries, with 96% of Americans engaging in holiday shopping this year. It is estimated that consumers will spend $1.35 trillion through the end of the year on gifts, decor, and more.

“Achieving success in the 2024 holiday season requires retailers to engage consumers at every stage of the shopping journey, from early promotions that capture initial interest to seamless post-holiday return processes that foster lasting customer loyalty,” said Adtaxi Director of Research, Murry Woronoff. “Retailers must prioritize digital advertising and leverage major shopping events to maximize consumer engagement, ensuring their promotions are visible and accessible across key online channels throughout the holiday season.”

Among Adtaxi’s survey findings on holiday shopping trends: 

The Start of Holiday Shopping: Thanksgiving is the official start of holiday shopping. Only 16% of consumers had already begun their shopping at the time of this survey. And while twice as many will join them during the month of November, the percentage of adults shopping for the holidays does not pass 50% until Thanksgiving.

Late-Season Sales Continue Popularity: Four in ten Americans won’t complete their shopping until at least December. This extended timeline emphasizes the need for retailers to maintain strong promotional strategies throughout the season.

Thanks, But No Thanks: When it comes to duplicate or unwanted gifts, 45% of respondents plan to return or exchange the items in question, and 42% plan to re-gift to someone else. The high percentage of consumers looking to return or exchange gifts after the holidays points to an even longer sales season. Following are donating to charity (38%), storing for future use (36%), swap with a friend (33%) and sell online (31%).

Deciding How Much to Spend: Personal finances are the dominant factor influencing consumer holiday spending (46%). Ranked second (42%), sales and promotions play a critical role in shaping holiday shopping behavior, as consumers seek to maximize the number of gifts they can purchase. Advertising itself (19%) appears to have limited influence on overall spending, but like sales & promotions, advertising holds significant sway in the final mix of gifts purchased.

Increased Shopping in 2024: Three-quarters of shoppers plan to spend as much or more compared to last year. Better than half of shoppers plan to spend more this holiday season. Those planning to spend less fell from 1-in-4 last year to 1-in-6 today.

Gift Lists Full of Social Media Recs: Social media is deemed most effective by a majority of holiday shoppers in informing about products and promotions for the holiday season (58%). Following are online search (45%), Broadcast/Cable TV (43%), and email (34%). Not as important to consumers? Billboards (7%), podcasts (12%) and radio ads (13%).

“The findings of our 2024 Holiday Survey are extremely crucial for digital marketers to utilize as they create their marketing and advertising plans for the upcoming holiday season,” said Chris Loretto, EVP of Adtaxi. “Our findings promise a nuanced perspective, unveiling layers of insight that transcend the apparent stability regarding the overall holiday season, delving into the important factors which can help your business thrive.”

To access the full report, click HERE.

Methodology 

This survey was conducted online using Survey Monkey among a national sample of 1,025 adults across U.S. geographic regions, income levels, genders, and ages. The survey was conducted on September 17th, 2024.

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About Adtaxi
Founded in 2010, Adtaxi is a leading digital marketing agency committed to helping businesses achieve growth through innovative and data-driven marketing strategies. With a client-centric focus, Adtaxi leverages advanced tools and platforms to drive meaningful results across search, social, and programmatic advertising. Recognized for its expertise in performance marketing, the agency specializes in scalable solutions that enhance brand reach, optimize conversions, and maximize return on investment. Through tailored strategies and an unwavering dedication to client success, Adtaxi empowers brands to navigate the complexities of the digital landscape, making digital transformation accessible and impactful for businesses of all sizes.