2024 Holiday Shopping Survey Results

   By SheSpeaksTeam  Oct 30, 2024
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For the 12th year in a row, SheSpeaks reached out to our community members and conducted the annual Holiday Shopping Index survey, with more than 1,000 women aged 18-65 from across the U.S. participating.

As the 2024 holiday season approaches, how are SheSpeaks members feeling about and planning for the upcoming holidays.

Perhaps the best word to sum up sentiment towards the 2024 holiday season is “uncertain.”

The majority (51%) of SheSpeaks members reported they plan to spend about the same on holiday shopping this year vs. last year, but the motivating factors behind this spending, and shopping preferences, made it clear that perceptions about the economy is more of a driving force than ever. Optimism about an improving economy is on the rise, but concern about family finances is increasing.

And while it’s clear that a lot of women are going to be on the hunt for deals this season (especially younger shoppers who are feeling especially pinched), they aren’t necessarily willing to wait for Black Friday or Cyber Monday to snag a deal.

Read on to take a closer look at this year’s findings.

 

What’s On Women’s Minds? Key Takeaways

  1. Economic concerns

    1. 16% believe the economy is improving, a 45% increase from last year

    2. However, people feeling “somewhat concerned” about their family’s financial situation increased from 21% in 2023 to 24% in 2024

    3. The economy was named the primary factor affecting holiday shopping by 6.1% more respondents this year

    4. Financial concerns weigh more heavily on younger shoppers, which may influence their overall spending patterns

  2. Emotions on The Rise

    1. “Uncertainty” as a top emotion around the holidays is on the rise, with a 28% jump year over year. This is especially the case for younger women

    2. Many older women (30.5%) see the holiday shopping season as a time to be calm and content vs. only 16% of younger shoppers

    3. Younger women are experiencing a wider range of negative emotions, from anxious/scared to frustrated and uncertain

  3. Changing Shopping Habits

    1. Store promotions and discounts is the number one factor impacting anticipated holiday spending, reported by 62% of SheSpeaks survey respondents

    2. A whopping 65% of people will start shopping for the holidays before Thanksgiving, and 28% had already started buying gifts in early October

    3. Plans to shop on traditional holiday shopping days decreased this year, with plans to shop on Cyber Monday down 7.5% and Black Friday down 4.1%

    4. Younger women are less likely to participate in shopping days or in-store shopping, while older women participate more in these established events


See the infographic below for even more details from this year’s survey.

What do you think of these results? Do they match your experience and sentiment this holiday season?

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Comments
Amiller0215 by Amiller0215 | Panama City, FL
Nov 03, 2024

I feel like I will end up spending the same as last year if not more with the economy.

farkasbe by farkasbe | Pecs, OU
Nov 03, 2024

A bit frightening to read these numbers

skincareobsessed33 by skincareobsessed33 | Winston Salem, NC
Nov 03, 2024

I don't match the online shopping top spots or shopping before Thanksgiving.

taradoll by taradoll | PACIFIC GROVE, CA
Nov 01, 2024

Love the coverage!

VickiCoffey by VickiCoffey | Gilbert, AZ
Oct 31, 2024

I do NOT believe the economy is improving, ESPECIALLY with this administration! But all the other numbers and info seem spot on

peter26 by peter26 | Passaic, NJ
Oct 31, 2024

I'm older and I gave up shopping on the "traditional shopping days" years ago because it's not worth waking up early and dealing with crowds. It was just too chaotic.

nickelet11 by nickelet11 | ROSWELL, GA
Oct 31, 2024

my favorite time of the year!!

Spooky53 by Spooky53 | SUMMERFIELD, NC
Oct 31, 2024

I have to agree with the results from the survey because they pretty much match to what I would have chosen.

jberrry by jberrry | MANCHESTER, TN
Oct 30, 2024

Results appear reasonable to me. We are not the only ones facing these concerns, inflation is a problem in all the worlds leading economies. Be smart and read, don't rely on your facebook friends to educate yourselves.

bert54 by bert54 | HAMDEN, CT
Oct 30, 2024

I do not believe the economy is improving with this Administration in office. I now shop at 3 grocery stores and I Still notice prices inching up weekly. Many of the other results i agree with

Vot123 by Vot123 | FAIRFAX, VA
Oct 30, 2024

If 16% of the respondents believe the economy is improving and that's a 45% increase from last year then that's still not great. Younger women especially just don't have the money to indulge what with life overhead costs like rent, credit card interest rates and health care premiums still going up faster than any raises they might get at work. That in itself would explain the results of the survey.

Iriazz by Iriazz | Kansas City, KS
Oct 30, 2024

This is something that is very relatable to hundreds and hundreds of women. The economy is going up things are more expensive and too much stress!

tweedy by tweedy | MERRILLVILLE, IN
Oct 30, 2024

Accurate

lisabud by lisabud | COLORADO SPGS, CO
Oct 30, 2024

Sounds about right!

EllieRoss by EllieRoss | NORTON SHORES, MI
Oct 30, 2024

Sounds very accurate!