2022 Holiday Shopping Trends

Now’s the time for brands and retailers to start preparing for the 2022 holiday shopping season. But what can they expect?

Here’s a snapshot of when consumers will start checking off their lists, where they’ll shop, how much they’ll spend, and what will fuel their purchase decisions, according to 12,866 U.S. shoppers.

When Holiday Shopping Will Start

In the past, Black Friday was the official kickoff to the holiday shopping season. But now shoppers are getting an increasingly earlier start.
Many Shoppers are Starting Early
When did/do you expect to start thinking about your holiday shopping this year?
Most Will Start Their Holiday Shopping at the Same Time as Usual
Do you plan to start your holiday shopping before or after you typically do?
Overall
Gen Z
Millennials
Gen X
Boomers

Expected Holiday Spending

There have been plenty of headlines about the slowing economy and high inflation. But how will these factors impact holiday spending?
Holiday Spend Breakdowns
Total Anticipated Holiday Spend
Average: $1,802
Anticipated Online Holiday Spend
Average: $1,212
Generational Differences
Total Anticipated Holiday Spend
Anticipated Online Holiday Spend
Millennials will drop more cash than any other generation, but will spend the lowest proportion (63%) online
Gen X will spend the highest proportion online (79%) of any generation.
Holiday Spend By Household Income
Total Anticipated Holiday Spend
Anticipated Online Holiday Spend
*Respondents were asked to consider all Holiday-related spend - including events / activities, gifts, meals - for responses to these questions

How 2022 Holiday Shopping Will Compare to Last Year

How is this year’s overall, online and in-store holiday spending expected to compare last year? Let’s take a closer look.
Total Anticipated Holiday Spend: 2021 vs 2022 (online and in store)
Do you plan to spend more or less on holiday shopping this year compared to last year?
Overall
Gen Z
Millennials
Gen X
Boomers

Where Consumers Will Shop Online This Holiday Season

There are nearly endless online shopping options. Here’s a look at where this year’s holiday shoppers will go online to check off their lists.
Top Online Destinations for 2022 Holiday Shopping

Top Factors That’ll Influence Holiday Shopping Decisions

Consumers will weigh many factors when shopping for themselves and others this holiday season. As in previous years, price and ratings and reviews consistently come out on top.
Top Considerations When Purchasing Gifts for Others
Price
2022 92%
2021 82%
2020 87%
Ratings & Reviews
2022 72%
2021 71%
2020 71%
Shipping/delivery costs
2022 69%
2021 65%
2020 68%
Ease/speed of shipping
2022 58%
2021 60%
2020 60%
Trustworthiness of brand
2022 47%
2021 58%
2020 56%
Refund/Returns Policy
2022 43%
2021 44%
2020 43%
Familiarity with Products or Brands
2022 41%
2021 57%
2020 54%
Family/Friends Recommendations
2022 40%
2021 46%
NA 0%
Values of the Manufacturing Brand
20%
35%
33%
Search Engine Ranking
2022 13%
2021 18%
18%
Brands/Influencers on Social Media
2022 11%
24%
NA 0%
Top Considerations When Shopping for Yourself
Price
2022 93%
2021 79%
2020 85%
Ratings & Reviews
2022 68%
2021 68%
2020 67%
Shipping/delivery costs
2022 67%
2021 59%
2020 63%
Ease/speed of shipping
2022 52%
2021 54%
2020 56%
Trustworthiness of brand
2022 51%
2021 53%
2020 52%
Refund/Returns Policy
2022 44%
2021 43%
2020 41%
Familiarity with Products or Brands
2022 43%
2021 53%
2020 51%
Family/Friends Recommendations
37%
39%
NA 0%
Values of the Manufacturing Brand
22%
34%
33%
Search Engine Ranking
2022 15%
18%
19%
Brands/Influencers on Social Media
2022 12%
25%
NA 0%

A Solid UGC Strategy Can Help Make Your Holiday Season Extra Merry

Ratings and reviews will be a key consideration for shoppers this holiday season – ranking only behind price in terms of importance. In fact, consumers will turn to reviews whether they’re shopping for themselves or others during the upcoming holiday period. 

Ready to brush up your ratings and reviews strategy to give holiday shoppers what they’re looking for? Check out our Complete Guide to Ratings and Reviews

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