The Evolving Landscape of U.S. Holiday Shopping: A Focus on Value and Spending Trends

U.S. shoppers are gearing up for another year of festive gift-giving and celebrations as the holiday season approaches. However, in the wake of economic fluctuations and changing consumer behaviors, the holiday shopping landscape is witnessing a significant shift.

Celigo conducted an independent survey in July 2023 that received more than 1,000 responses from U.S. consumers nationwide. These respondents answered questions about their 2023 Holiday shopping priorities and destinations, price and delivery preferences, previous Holiday shopping challenges, preferred shopping channels, gift budgets, prime times for shopping, and Black Friday and Cyber Monday plans, among others.

This article explores the emerging trends of price-consciousness and spending habits among U.S. holiday shoppers in 2023.

You can get the full 2023 Holiday Shopper Survey here.

Holiday Shopping: Embracing Price-Consciousness

In 2023, price-consciousness has become a dominant factor influencing the holiday shopping decisions of U.S. consumers. 77% of adult shoppers intend to prioritize value and seek cost-effective options while making holiday purchases. This shift in consumer mindset is attributed to various economic factors, including inflation and rising living costs. Retailers should leverage this trend by offering competitive prices, attractive discounts, and value-driven promotions to attract and retain budget-conscious shoppers.

Key Findings

• 77% of U.S. adult shoppers will be more value-conscious when holiday shopping in 2023.
• 49% of consumers will spend less than $1,000 on holiday shopping this year.
• 30% of respondents will spend between $2,000 and $5,000.
• 4% will spend over $10,000 on holiday shopping in 2023.

The Majority Opting for Budget-Friendly Shopping

A significant proportion of U.S. consumers are setting budget limitations on their holiday spending this holiday season. Nearly half (49%) of the respondents have indicated that they plan to spend less than $1,000 on holiday shopping. This conservative approach to spending reflects a desire for financial prudence and responsible budget management. To cater to this price-sensitive segment, retailers can focus on promoting affordable gift options, bundled deals, and limited-time offers that provide a compelling value proposition.

Moderate Spenders in the Majority

While a considerable portion of holiday shoppers are adhering to budgetary constraints, a substantial group is willing to spend more on their holiday purchases. Approximately 30% of respondents have revealed that they intend to spend between $2,000 and $5,000: this moderate spending category balances cost-consciousness and a willingness to indulge in meaningful gifts and experiences.

Retailers should tailor their marketing strategies to cater to this audience by highlighting the quality and uniqueness of their products.

A Niche of High-End Shoppers

Although most holiday shoppers focus on value and budget, a smaller percentage stands out as high-end spenders. Surprisingly, 4% of respondents are prepared to splurge over $10,000 on their holiday shopping in 2023. These luxury-oriented shoppers will likely seek premium products, exclusive experiences, and impeccable customer service. Retailers catering to this affluent segment must emphasize the exclusivity and sophistication of their offerings to capture their attention.

Navigating the Shift: Retailer Strategies

In light of these evolving consumer trends, retailers must adapt their strategies to thrive during the holiday season.

Several vital approaches can help businesses effectively navigate this shift in shopping behavior:

Strategic Pricing and Discounts

Employ dynamic pricing strategies that appeal to price-conscious shoppers without compromising profit margins. Offer targeted discounts on popular products to drive sales.

Diversified Product Range

Provide a wide selection of products to cater to varying budget levels. Include affordable and premium options to meet the preferences of different customer segments.

Engaging Promotions and Loyalty Programs

Create engaging marketing campaigns and loyalty programs that reward customers for their repeat business. This fosters customer loyalty and encourages return visits.

A Seamless Online Shopping Experience

Optimize your online shopping platform to ensure a user-friendly experience. Offer convenient payment options and streamline checkout to minimize cart abandonment rates.

The 2023 Holiday Shopping Landscape

As the U.S. holiday shopping landscape evolves, price-consciousness has become a defining characteristic of consumer behavior. Retailers must understand and respond to these shifting trends to effectively attract and retain customers during the holiday season.

Businesses can position themselves for success and make the most of the 2023 holiday shopping season.

To learn more about how to offer value-driven options, cater to diverse budget preferences, and provide a seamless shopping experience, get the full 2023 Holiday Shopper Survey here.