2024-11-14-Circana-2024年美国假日购买意图报告_24页_3mb

Now in Retail: 2024 U.S. Holiday Purchase Intentions Summary

Core Content

The 2024 U.S. Holiday Purchase Intentions report by Marshal Cohen from Circana provides insights into consumer behavior, spending intentions, and shopping trends leading up to the holiday season. The report highlights a blend of optimism and practicality among consumers, with a notable increase in holiday spending compared to previous years.

Main Findings

• Holiday Spending Intentions have improved slightly, with the average planned spend increasing by 2% compared to last year.
• Millennials are the largest spenders, with an average of $880, surpassing Gen X.
• Consumers with children plan to spend more than those without, with an average of $1014 compared to $651.
• The holiday shopping season is expected to grow between 1.5% and 3% from last year, with the shopping period now starting in October and ending in early January.

Key Holiday Gift Categories

Rank	Gift Category	% of Respondents	Average Spend ($)
1	Clothing/Accessories	56%	$476
2	Tech/Electronics	35%	$910
3	Home	27%	$348
4	Entertainment	29%	$211
5	Beauty	29%	$173
6	Toys/Baby	29%	$206
7	Food or Beverages	22%	$167
8	Liquor/Wine	19%	$143
9	Sporting Goods/Sport Equipment	10%	$164

Experiential Gifts

• Experiential gifts such as food and beverage experiences are growing in popularity, with 1.5 times more intent than tickets.
• 55% of consumers plan to purchase an experience/intangible gift, up 2 points from last year.
• Subscription services also show a slight rebound, with 16% of consumers planning to give them, up 2 points from last year.

Shopping Behavior and Timing

• Thanksgiving weekend is the most popular time to start holiday shopping, up 3 points from last year.
• Early shoppers are more likely to start in October (33%) than in September (37%), with early November seeing a slight decrease.
• Black Friday is still viewed as a key day for finding the best deals, with 24% of consumers stating this is the day they can find the best deals.
• Online shopping remains dominant, with 66% of consumers planning to shop online, while more are planning to do some in-store shopping compared to previous years.

Social Media Influence

• Social media plays a crucial role in purchase decisions, with 76% of holiday shoppers influenced by product review videos.
• Facebook has seen a rebound in relevance, especially among younger generations.
• Following brands on social media has a stronger influence on purchase decisions than following celebrities or retailers.
• 66% of consumers are influenced by product reviews, while 57% are influenced by bloggers/influencers.

Economic and Political Impact

• Economic concerns remain, but are less pronounced than in previous years.
• 29% of consumers plan to self-gift as a form of retail therapy, up 3 points from last year.
• 52% of consumers say they will spend less this holiday season due to increased other expenses.
• Gen Z and Millennials are more affected by rising food costs and the election, with 73% of each group indicating these factors could impact their holiday purchasing.

Holiday Gatherings and Experiences

• 58% of consumers plan to eat their Christmas meal at home, down 2 points from last year.
• 57% of consumers plan to host or visit family and friends, up 2 points from last year.
• 39% of consumers plan to have an overnight stay away from home, up 2 points from last year.
• 64% of consumers look forward to the holiday season, a 4-point increase from last year and the highest in five years.

Methodology and Notes

• The study was conducted in September 2024 with a U.S. representative sample of 3,537 respondents.
• All data is presented as percentages unless otherwise noted.
• Bases below n = 100 are not included in the report.
• The survey was conducted in English, so the Hispanic segment is considered to represent acculturated populations only.

Conclusion

The 2024 holiday shopping season shows a positive outlook with increased spending and a greater emphasis on experiential gifts and value-driven purchases. While economic concerns persist, consumer confidence is on the rise, and retail therapy is becoming more common. Online shopping remains a dominant channel, but in-store shopping is also gaining traction. Social media continues to be a powerful influencer in holiday purchasing decisions.