Christmas Shopping Trends 2024

1. Moderate Growth in Spending: While some consumers plan to spend more than in 2023, others are tightening budgets due to lingering inflation, geopolitical concerns, and the late placement of Thanksgiving in the calendar. The majority are expected to spend the same or slightly more compared to last year, driven by strong income levels and household financial stability, despite mixed consumer sentiment​.
   
   
   

2. Shorter Shopping Season: The 2024 calendar presents unique challenges with Thanksgiving falling late, leaving only 27 shopping days until Christmas. This condensed timeline, coupled with post-election distractions, is likely to intensify competition among retailers during peak holiday shopping days​.
   
   

3. Evolving Shopping Behaviors: Shoppers are increasingly engaging in weekday online purchases, focusing on convenience and strategic deal-seeking. E-commerce and hybrid shopping experiences will continue to dominate as consumers balance traditional in-store visits with digital options​.
   
   
   

4. Marketing Strategies: Retailers are encouraged to launch campaigns earlier in the season, particularly in October and early November, to capture attention before the election and Thanksgiving. Adapting to heightened competition during the compressed December shopping period is crucial for success​.
   
   

Overall, the 2024 holiday shopping season will reward retailers who can balance early, innovative marketing with responsive strategies during the peak period to meet consumer demand effectively.