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.
Economic concerns
16% believe the economy is improving, a 45% increase from last year
However, people feeling “somewhat concerned” about their family’s financial situation increased from 21% in 2023 to 24% in 2024
The economy was named the primary factor affecting holiday shopping by 6.1% more respondents this year
Financial concerns weigh more heavily on younger shoppers, which may influence their overall spending patterns
Emotions on The Rise
“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
Many older women (30.5%) see the holiday shopping season as a time to be calm and content vs. only 16% of younger shoppers
Younger women are experiencing a wider range of negative emotions, from anxious/scared to frustrated and uncertain
Changing Shopping Habits
Store promotions and discounts is the number one factor impacting anticipated holiday spending, reported by 62% of SheSpeaks survey respondents
A whopping 65% of people will start shopping for the holidays before Thanksgiving, and 28% had already started buying gifts in early October
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%
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?
I feel like I will end up spending the same as last year if not more with the economy.
A bit frightening to read these numbers
I don't match the online shopping top spots or shopping before Thanksgiving.
Love the coverage!
I do NOT believe the economy is improving, ESPECIALLY with this administration! But all the other numbers and info seem spot on
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.
my favorite time of the year!!
I have to agree with the results from the survey because they pretty much match to what I would have chosen.
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.
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
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.
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!
Accurate
Sounds about right!
Sounds very accurate!