36% of holiday shoppers plan to increase spending, highest level since 2018

Roku and Harris Poll recently surveyed 2,007 consumers who were planning holiday shopping , analyzed their personal consumption habits and holiday shopping intentions , and produced the 2021 Holiday Consumer Shopping Research Report .

The study shows that 36 % of consumers plan to increase their shopping spending during this year's holiday shopping season , a trend that has increased significantly over the past three years and is the highest number reported since 2018. Consumers are expected to spend an average of $937 on holiday shopping this year , a year-on-year increase of 5%.

Online shopping remains the preferred channel for consumers to make holiday purchases , with 57% of shoppers planning to buy most of their goods online . As offline physical stores gradually open, the number of consumers choosing offline shopping has also increased. 47% of shoppers plan to shop in-store during Black Friday and Cyber ​​Monday this year , an increase of 11% compared to 2020 .

Millennials are the main force of holiday shopping season spending. Research shows that millennials plan to spend more than $1,000 on gifts this year . Compared with other age groups, millennials also plan to spend the most on themselves, about $157. At the same time, they also plan to spend about $44 on pet supplies , which is the same as they plan to spend on coworkers .

Men plan to spend more this holiday season than women . Research shows that men plan to spend about $120 on self-gifts this holiday season , while women plan to spend only half as much on themselves, about $61. In addition, men plan to spend about twice as much on their spouses and significant others as they do on themselves, reaching an average of $213 .

Streaming has become the mainstream in the media acceptance habits of holiday shoppers. Survey results show that holiday shoppers spend an average of 78 minutes more per week on streaming TV than last year. Nearly half of consumers said they have paused what they were watching and bought products online after seeing ads on TV streaming devices . 46% of holiday shoppers said they rely on traditional or TV streaming ads for inspiration when buying gifts.

Sales will grow this holiday season as shoppers plan to spend more, and as shoppers spend more time streaming TV, sellers must take this into account when planning holiday marketing campaigns and prepare for the holiday shopping season.

Holiday Shopping Season

Consumption habits

Millennials