Amid evolving consumer trends, holiday shopping has seen a notable shift as the season progresses. Initially driven by discounts, spending patterns are now reflecting a preference for quality gifts. As of December 12, U.S. consumers have spent $187.3 billion online—a 6.1% increase compared to the same period last year, according to Adobe Analytics. This holiday e-commerce trend is expected to culminate in total spending exceeding $253 billion, representing a 5.3% rise year-over-year, although growth is anticipated to decelerate as Christmas approaches.
Shopping dynamics tend to slow considerably between December 16 and December 18, with experts predicting that the last-minute rush will peak after December 27. Quality and brand reputation are increasingly influencing consumer choices, with analytical data revealing substantial interest in apparel and athleisure brands. For example, searches for Alo Yoga increased by 256% from December 7 to December 15.
Moreover, there is a rising trend towards experiential gifts and subscriptions, reflecting a desire for “deadline-proof” options as the holiday season advances. Although discounts are still available, particularly in toy categories, they are less pronounced compared to earlier sales periods.
Physical stores remain vital, especially in the final days before Christmas, often referred to as “Super Saturday.” This year, shopping activity is forecasted to peak between December 22 and December 24. Many consumers are opting for buy online, pick up in-store (BOPIS) options to avoid shipping delays, with significant increases reported by various retailers.
Why this story matters
- Highlights changing consumer preferences impacting holiday sales strategies.
Key takeaway - Quality gifting is supplanting discount-driven shopping as Christmas nears.
Opposing viewpoint - Despite the shift toward quality, discounts still attract a significant segment of consumers, especially in toys.
