In our 2024 holiday shopper survey, we asked shoppers how they’re preparing for the most wonderful time of the year, covering everything from what they’re gifting to where they shop for their holiday essentials. Let’s unwrap these festive findings for the holidays!
Wrapping Up the Season: CPG Holiday Shopping Insights
Shoppers are celebrating a variety of holidays this December! While 82% are decking the halls for Christmas, others are lighting the menorah for Hanukkah, honoring traditions for Kwanzaa, or celebrating the Winter Solstice. Plus, 8% of shoppers are doubling (or tripling) the holiday fun by celebrating more than one occasion!
When it comes to what’s going under the tree, practical presents take the lead, with 55% of shoppers saying they prefer to give useful gifts. Personalized or sentimental gifts come in second at 18%, spreading those heartfelt holiday vibes.
But let’s not forget—it’s just as fun to receive! Meaningful or homemade gifts top the wish list this year, with 21% of shoppers saying these tug at their heartstrings the most. And for those craving something a little different, 18% say experiences, like trips or events, are the perfect present.
Jingle Bell Buys: Shopping Habits for the Holiday Season
The holiday season is the ultimate shopping spree! But when do shoppers actually check off their gift lists? Turns out, a third of shoppers are truly gifted planners, starting their holiday shopping before November. Meanwhile, 22% hold off until after Thanksgiving, scoring those Black Friday bargains. And for the boldest of the bunch, 2% wait until the very last minute—just days before the holidays (we admire your bravery!).
And where are they sleighing their shopping? The top three destinations are Amazon (33%), Walmart (17%), and department stores (9%). Another 8% are shopping local this year to support small businesses in their community.
A Taste of the Holidays: Insights on Holiday Cooking Habits
The holidays aren’t just about gifts—they’re also about gathering around the table for a delicious feast! For 32% of shoppers, meal planning starts 2-3 weeks in advance to make sure everything is just right.
When it comes to what’s cooking, tradition takes the cake (or pie!)—60% of shoppers are sticking with traditional holiday meals. Similarly, 59% are loyal to tried-and-true holiday flavors as opposed to trying new holiday food products. But 21% say they like to mix things up with a blend of unique and traditional recipes! For the bold 5%, it’s all about modern, adventurous meals that bring something new to the holiday table.
As for the most important factor when shopping for holiday ingredients, cost is king for 22% of shoppers. Flavor is a close second at 21%, followed by ingredients (14%) and quality (14%).
Prepare Your Brand for the Holidays with Breaktime Media
For more insights and tips on engaging shoppers as they prepare for the upcoming holiday season, check out the full infographic below!