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Consumers will be busy shopping this holiday season

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November 11, 2019

A Tinuiti research report reveals consumers will be bullish on holiday spend this year, with Gen X shoppers likely spending the most. The research, which polled over 2,000 consumers about shopping plans as well as purchasing decisions on where, how and when they plan to shop, reported 26.8% plan to spend more than $500 this year, a 10% jump compared to last year, and one in 10 will spend more than $1,000, which is double from 2018, according to a press release.

Of those polled 43.3% expect to spend $250 or less this holiday season, a 7.8% drop compared with 2018.

"What's interesting is that despite looming economic concerns, our findings show that consumers are confident they will spend more than ever this holiday season. The biggest spenders will shop both online and in-store, highlighting the opportunity for brands and retailers to engage their customers across physical stores, Amazon, social networks, search and email," said Dalton Dorné, Tinuiti CMO, in the release.

Generation X shoppers plan to buy the most, with 36.3% expecting to spend more than $500 this holiday season. Overall, men will splurge more than women, with 31.6% planning to spend more than $500, compared with 23% of women. By contrast, more than 45% of women are budgeting $250 or less for gifts.

Other findings include:

• 72% begin their search for gifts online, with Amazon outranking Google, big box retailers and brand manufacturer sites as the preferred first stop for product research.

• 58.5% of shoppers sometimes or often make purchases because of email promotions during the holidays, whereas only a third said social media is somewhat or very influential.

• 53.7% of top spenders, driven by the men in the cohort, plan to use buy online pickup in-store services.