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Holiday Shopping Trends

Sep 15, 2022 • Written by Nextdoor Enterprise Team

With the pandemic almost in the rearview mirror and inflationary pressures ramping up, this holiday season is likely going to be different than the last few. In a recent survey of U.S. adults, we explored how consumers are planning to approach their shopping this year, as well as influential factors driving their decisions. We highlight the key trends below:

Holiday shopping starts early in the year

For most consumers, holiday shopping is a long process that begins well before December

  • 78% of consumers are planning to start their holiday shopping earlier this year to avoid potential price increases
  • One quarter of consumers start holiday shopping in August and September
  • As of August, 51% of consumers have already started their holiday shopping or will begin their holiday shopping in the next couple of months

Spending has not slowed down despite the economic downturn

Despite the current economy, most consumers are planning to spend the same amount of money as last year, if not more. 

  • 42% of Neighbors will have a higher budget than last year - compared to 37% of the general population (+14%)
  • More specifically, consumers expect to spend $1.3K this holiday season1, 30% more than estimates made in 20212

Consumers are looking to maximize dollars as much as possible

Still, many consumers are looking for ways to make their dollar go further.

  • 62% will purchase products online for in-store pick up this holiday season and 52% will shop at thrift stores/garage sales/online marketplaces to save on holiday shopping
  • 49% will use buy now, pay later service to split up the cost of a purchase1
  • According to consumers, free shipping (93%) and free returns (88%) are the two most important offerings when deciding where to shop this season, followed by loyalty/rewards programs (75%) and discounts offered for bringing in used items (54%)1

 

blog-shopping-2022-impact

More than 3 in 5 holiday shoppers plan to purchase clothing this season 

Clothing and gift cards are the top items consumers plan to buy this holiday season.

  • 62% of consumers plan to purchase clothing
  • 56% of consumers plan to purchase gift cards
  • 36% of consumers plan to purchase consoles/games
  • 31% of consumers plan to purchase jewelry

In-store shopping will bounce back this holiday shopping season

Compared to last year, more consumers are planning to shop in-store in addition to or in place of online shopping. 

  • 7 in 10 consumers expect to do more in-store shopping closer to home this year1
  • 26% of consumers will do most, if not all, of their shopping in-store - compared to just 22% last year (+18%)1

blog-shopping-2022-whereFor brands trying to reach new customers during the holiday shopping season, Nextdoor provides ample opportunities to reach your target audience. Learn more about how Nextdoor helps businesses convert neighbors into customers here: business.nextdoor.com/enterprise 

 

Sources:

1 Nextdoor Survey (08/2022)

2National Retail Federation (10/2021)

3Salesforce Study (06/2022)

 

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