The countdown to the holiday season has begun. Forecasting firm Circana surveyed Americans to find out how they felt about this period. A certain return to consumption and renewed optimism were observed.
According to Circana, Americans want to treat themselves. They plan to spend more money than last year ($771 versus $754 in 2023).
More specifically, Millenials have the biggest budget this year (€880).
29% of respondents intend to put beauty products under the tree. In all, they plan to spend around $173 on cosmetics. “Intentions to give experiential gifts (25%), such as a voucher for a spa, are higher than they have been in the past three years,” adds Circana.
28% of the general public also intend to make their own Christmas gifts. Charity begins at home!
Physical distribution or e-commerce?
Americans still plan to do more of their Christmas shopping online, but more and more want to do a little shopping in-store.
“Convenience and value are paramount. Most households prefer to buy as many gifts as possible online, and compare prices online before shopping in-store. Although value for money is important, free shipping remains the main factor influencing consumers for the festive season, as minimum delivery thresholds are increasingly high.”
Caution is the order of the day
Despite the desire to please, consumers are still looking at the cost. To save money, they plan to buy certain gifts on special …
