Nextdoor users are holiday shopping earlier and spending 19% more than the average consumer
The holidays are the busiest shopping seasons of the year. Whether deal hunters or last-minute gift givers, in-store patrons or e-commerce customers, holiday shoppers of all types are also Nextdoor users (we call them “neighbors”).
When surveyed, 1,000 neighbors shared their holiday shopping plans for 2024, touching on everything from when they’ll begin, to what they’re buying, how much they’re spending, and what’s driving their shopping behavior.
Notably, we found that more neighbors are starting their shopping in September this year, and expect to spend $1.3k in holiday-related expenses. That’s 19% more than the average consumer. Read on to discover more ways neighbors stand out as holiday shoppers and how Nextdoor helps them get ready for the season.
Neighbors plan to start shopping earlier this year, but won’t necessarily finish earlier
The holiday season is getting longer and longer — 59% of neighbors plan to start shopping earlier this year than they did in previous years. In fact, 40% more neighbors began shopping in September compared to last year, and 14% of neighbors overall began shopping in August.
But even with the earlier start, over half of neighbors are still planning to do the majority of their shopping during Black Friday and Cyber Monday in late November. Fifty-eight percent of neighbors will finish shopping in December, with 21% finishing in the early part of the month, 24% in the middle, and 13% down to the wire, wrapping up the week of Christmas.
With a longer shopping season, neighbors will spend 19% more than the average consumer, averaging $1.3k across gifts for family and friends, gifts for themselves, and decorations. This year, 42% of neighbors will spend more on holiday shopping than they previously, due to reasons like higher prices (57%), they’re shopping for more people this year (54%), and they have more disposable income (47%).
However, Nextdoor users are still looking for a deal. The vast majority (84%) will wait for a sale to do most of their shopping, and 66% will cut back on everyday spending to afford gifts. Fifty-nine percent will shop at a thrift store, garage sale, or online marketplace to offset costs, with nearly three in five neighbors leveraging Nextdoor’s For Sale & Free section.
Convenience is influencing where neighbors will shop
Convenience is shaping up to be a major driver for neighbors this season. The bulk of shopping will take place online, either half online/half in-store (41%), mostly online (28%), or all online (17%). Only 10% plan to shop mostly in-store, while even fewer (3%) plan to shop all in-store.
Retailers with enticing offers also have the opportunity to influence where neighbors choose to shop. Among the most important factors neighbors consider are if a business offers free shipping and free returns — 90% of Nextdoor users value free shipping, followed closely by 84% prioritizing free returns. Other popular considerations are if a store has a loyalty program, offers online pickup, discounts on used items, and offers Buy Now Pay Later (BNPL) financing.
Two-thirds (65%) of neighbors feel it’s important to shop at local stores during the holidays, and 30% will do most of their holiday shopping at local or independent businesses. They believe that these stores offer higher quality products (44%), better customer service (52%), and fewer crowds (45%) compared to national chains.
But major retailers will also be a popular shopping choice, with 45% of neighbors planning to make most of their holiday purchases at a national chain. Fifty-seven percent of Nextdoor users feel national chains are more convenient to frequent, while 63% are drawn to national chains for a wider range of products, and 56% are drawn in by lower prices than they can get at an independent store.
Experiences are becoming more of a priority
Holiday shopping can be chaotic, and 61%of neighbors consider it to be a stressful experience. Sixty-six percent of them are stressed about dealing with crowds, and another 57% say finding the best deals is a source of stress. A majority of neighbors (69%) are feeling the pressure when it comes to coming up with gift ideas — neighbors are actually 10% more likely to struggle with gift ideas than the average consumer. Sixty-six percent are planning to purchase gift cards, a choice that could very likely reflect the difficulty of finding the perfect present.
This stress could also inform neighbors’ shifting priority — from spending on goods to spending on experiences. Over a third (34%) of neighbors will prioritize spending on experiences this year, up 10% from 2023. Twenty-eight percent are planning on purchasing tickets to a live event like a concert, making them 40% more likely than the average consumer to focus their spending on this type of experience. And they’re 37% more likely than the general population to book travel during the holiday season, with 26% planning on spending holiday funds in this area.
Neighbors are also focused on the holiday experience for their family and friends this season — 67% will host this holiday season, which is 10% more than the general population. To get ready, the majority of neighbors will start decorating their homes in early December, but 22% will begin before Thanksgiving in early to mid-November, followed by 20% in late November (around Black Friday), 6% in mid-December, 3% the week of Christmas, and roughly one in seven (15%) will begin in October or earlier. It’s never too soon to start spreading holiday cheer!
Recommendations can go a long way
Above all, neighbors are balancing wanting to support local businesses with trying to find the best deals that will get them more bang for their buck. And Nextdoor can help businesses connect with these high-intent holiday shoppers.
Last holiday season, 46% of neighbors considered purchasing an item due to a recommendation seen on Nextdoor, while 45% considered purchasing an item due to an advertisement seen on Nextdoor. In fact, Neighbors are 11% more likely than the general population to be influenced by ads they see on social media.
Make Nextdoor your secret weapon this holiday season.
