Ready or Not, Here Comes the 2019 Holiday Shopping Season

Consumers are split in their attitudes about holiday shopping. According to the 2019 Holiday Purchase Intentions Survey from The NPD Group, most consumers are looking forward to this holiday season, and see the holidays as a break from everything happening in the world – half even say going out shopping puts them in the holiday spirit. But almost half of consumers that said they would rather plan an outing with family or friends than exchange gifts – more than last year. More consumers also said they think preparing for the holidays may not be worth all of the work entailed.

"There is more of a divide in consumer sentiment heading into this holiday season than we have seen in years," said Marshal Cohen, chief industry advisor, The NPD Group. "There are fewer consumers planning on doing what they did last year, which means retail needs to be prepared to think differently as well."

Consumers plan to spend an average of $740 during the 2019 Holiday shopping season, which is a 7% increase over their anticipated holiday spending last year. However, planned spending is more polarized than it was a year ago, with increases in consumers who plan to spend more than last year, as well as those who plan to spend less.

When, Where, and How

Spending Influencers

Planned Purchases

Methodology
The Holiday Purchase Intentions Survey is designed to understand consumers' shopping and spending intentions for the upcoming holiday season. An online survey was fielded to members of The NPD Group's online consumer panel in September 2019. The survey was fielded to a U.S. representative sample. The results of 3,485 completed surveys are presented in this report. Read this here.

About The NPD Group
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar and e-commerce. We have offices in 27 cities worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, travel retail, games, and watches / jewelry. For more information, visit npd.com. Follow us on Twitter: @npdgroup.

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