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1、Christmas gifting trends report 2024U N I T E D S T A T E SA deep dive into the consumer habits and preferences of Christmas gift buyers in the US.US Christmas gifting trend report 20242Contents1Foreword2Report takeaways3Christmas gifting consumer insights4Holiday season brand buzz rankings5Methodol

2、ogyWith 82%of Americans celebrating Christmas and over 40%of those buying gifts for six or more people,the holiday season remains one of the biggest moments in the retail calendar.In this report,we take a deep dive look into the consumer habits and preferences of Christmas gift buyers including what

3、 they typically buy as gifts,where they are most likely to make their holiday season purchases,and when they start their festive season shopping.In addition,we look back at the buzziest brands from the festive period last year.US Christmas gifting trend report 20243Get in touchExplore our solutionsR

4、un a surveyForewordKenton BarelloVice President,YouGov Americahttps:/ Christmas gifting trend report 20244Report takeaways1.Getting into the spirit:Of the 82%of Americans that celebrate Christmas,42%typically buy gifts for 6 people or more.11%buy for 11-20 people.2.The festive price tag:Christmas gi

5、fters in America spent$368 on average last year.3.In the St.Nick of time:Men are more likely to be last-minute shoppers than their female counterparts,with 36%of male Christmas gift buyers starting their gift shopping in the month before Christmas(compared to 29%of women).4.Ho-ho-how Americans plan

6、to shop:64%of Christmas gift buyers plan to make most of their purchases online,while 36%plan to make most of their purchases in-store.This rises to 38%among those aged 35+.5.A snowball effect:36%of Christmas gift buyers aged 18-34 cite word of mouth as their main source of gifting inspiration,follo

7、wed by targeted social media advertising(18%)and organic social media posts(11%).6.Pole position:Samsung was the electronics brand that drove the highest net buzz during the Christmas season last year,scoring 21.8 points.US Christmas gifting trend report 20245The power of the YouGov panelThe insight

8、s in this report are fueled by YouGovs consumer research panel,spanning 27 million registered members from 55+markets.Every day,our members trust us with their data and opinions enablingus to gain insights into behaviors and attitudes from people of all ages,backgrounds,and beliefs.Inclusion is esse

9、ntial for our members,our clients,and our mission.We invest millions each year to ensure we can create truly representative online samples and access hard-to-reach groups.The Pew Research Center concluded that YouGov“consistently outperformed other online competitor samples for accuracy.27mregistere

10、d panel members55+marketsStart your audience analysishttps:/ Christmas gifting trend report 20246Christmas gifting consumer insights US Christmas gifting trend report 2024782%of Americans celebrate ChristmasYouGov Surveys,August 12-September 3,2024.AU,CA,FR,DE,GB,IN,IT,SG,ES,AE,US,DK,HK,ID,MX,PL,SE:

11、n 500Question:Which gift-giving holidays,if any,do you celebrate?Answer:Christmas81%Great Britain:5%16%38%29%11%2%01-23-56-1011-2021+42%of Americans who celebrate Christmas buy gifts for 6+peopleYouGov Surveys,August 12-September 3,2024.US:n 1,200Target group:Christmas Celebrators answered“Christmas

12、”to“Which gift-giving holidays,if any,do you celebrate?”38%buy gifts for 3-5 people,followed by 29%who buy for 6-10 people.13%buy for 11+people.How many people,if any,do you typically buy gifts for during the holiday season?35%26%22%5%9%3%Up to$199.99$200-$399.99$400-$749.99$750-$999.99$1,000+Nothin

13、gUS Christmas gifting trend report 20249YouGov Profiles:2024-10-06,US:n 29,500.Target group:Christmas gift givers 2023 those who took part in Christmas holiday gift giving last year.Question:Overall,how much did you spend on gifts in total over the last holiday period?The festive price tag:Christmas

14、 gifters spent$368 on average last year50%24%25%3%25%36%43%1%Not a parent or guardianAt least one child under 18At least one child over 18Dont know/Prefer not to say48%34%4%13%22%53%17%8%Lower incomeMiddle incomeHigher incomePrefer not to say/Dont knowUS Christmas gifting trend report 202410Who was

15、a Christmas super spender,and who stuck to a budget last year?YouGov Profiles:2024-10-06,US:n 17,500.Target group:Christmas gift buyers under/over$400 those who took part in Christmas holiday gift giving last year and spend under/over$400 gifts in total over the last holiday period.*Household income

16、 groupThose who spent more than$400 last year are more likely to be 45+,from a higher household income group,and have children.Under$400Over$40018%21%18%15%27%5%16%21%19%38%18-2425-3435-4445-5455+MaleFemale51%52%49%48%GenderAgeParental statusHousehold income group1128%of Christmas gift buyers plan t

17、o spend less than last yearYouGov Surveys,August 12-September 3,2024.US:n 1,150.Question:How much,if at all,do you expect to spend on holiday season gifting this year?Target group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How m

18、any people,if any,do you typically buy gifts for during the holiday season?”53%anticipate they will spend about the same as last year during the upcoming holiday season.About the same as last yearMore than last yearLess than last year53%28%10%More than half of Americans typically buy gift card and v

19、ouchers as giftsThis is closely followed by clothing(52%)and then toys(37%)as the most popular holiday gift.US Christmas gifting trend report 202412YouGov Surveys,August 12-September 3,2024.US:n 1,150Target group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you ce

20、lebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday season?”What do you typically buy as holiday gifts?Please select all that apply.Get in touch6%12%22%23%25%27%27%29%37%52%54%Subscription servicesSporting goodsJewelryCosmeticsOtherTech productsFashio

21、n accessoriesBooksToysClothingGift cards/vouchershttps:/ 700Survey data also available for:AE,HK,ID,IN,SGTarget group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the ho

22、liday season?”AustraliaGift cardsClothingBooks54%46%39%CanadaGift cardsClothingToysDenmarkClothingToysCosmetics55%42%40%FranceClothingBooksToys50%48%44%Great BritainClothingBooksGift cards49%46%43%GermanyGift cardsBooksToys45%39%39%ItalyClothingBooksCosmeticsMexicoClothingToysAccessoriesPolandCosmet

23、icsBooksToys63%46%43%SpainClothingBooksAccessories63%53%47%SwedenGift cardsToysClothing41%39%38%57%50%35%50%48%40%73%49%47%USAGift cardsClothingToys54%52%37%Female Christmas gift buyers are more likely to buy clothing,toys,and cosmeticsWhile male Christmas gift buyers are more likely to buy tech pro

24、ducts than their female counterparts.US Christmas gifting trend report 202414YouGov Surveys,August 12-September 3,2024.US:n 500 Target group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy

25、gifts for during the holiday season?”/:Highlights statistically significant differences between comparison groupsMenWomen 52%Gift cards/vouchersClothing 58%45%Clothing Gift cards/vouchers56%32%Toys Toys 42%31%Tech products Books 31%27%BooksFashion accessories 31%25%OtherCosmetics/beauty products 29%

26、22%Fashion accessories Other25%20%JewelryTech products 23%16%Cosmetics/beauty products Jewelry23%13%Sporting goods Sporting goods 11%5%Subscription servicesSubscription services7%What do you typically buy as holiday gifts?Please select all that apply.Get in touchhttps:/ gift buyers aged 35+are more

27、likely to buy gift cards/vouchers than those who are 18-34Younger gift buyers are more likely to buy clothing,fashion accessories,cosmetics,tech products,and jewelry.US Christmas gifting trend report 202415What do you typically buy as holiday gifts?Please select all that apply.YouGov Surveys,August

28、12-September 3,2024.US:n 300 Target group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday season?”/:Highlights statistically significant differences between com

29、parison groups18-3435+59%Clothing Gift cards/vouchers 59%41%Fashion accessories Clothing 50%41%Gift cards/vouchers Toys 37%39%ToysBooks 30%34%Cosmetics/beauty products Other 27%33%Tech products Tech products 25%29%BooksFashion accessories 21%26%Jewelry Jewelry 20%19%Other Cosmetics/beauty products19

30、%11%Sporting goods Sporting goods 13%6%Subscription servicesSubscription services6%Get in touchhttps:/ with at least one child under 18 are more likely to buy gift cards,toys,and sporting goodsUS Christmas gifting trend report 202416What do you typically buy as holiday gifts?Please select all that a

31、pply.YouGov Surveys,August 12-September 3,2024.US:n 450Target group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday season?”/:Highlights statistically significa

32、nt differences between comparison groupsParentsNot a parent or guardian57%Gift cards/vouchers Gift cards/vouchers 51%54%ClothingClothing49%42%Toys Books30%28%BooksFashion accessories29%27%Tech productsToys 28%25%OtherOther26%24%Fashion accessories Tech products25%21%JewelryCosmetics/beauty products2

33、5%21%Cosmetics/beauty productsJewelry20%14%Sporting goods Sporting goods 9%5%Subscription servicesSubscription services7%Get in touchhttps:/ Christmas gifting trend report 20241736%of Christmas gift buyers in the US plan to make most of their gift purchases in-store this yearIn-storeOnline via a ret

34、ailers websiteOnline via an e-commerce platform(Amazon,Etsy,etc.)How,if at all,do you plan to make most of your holiday season gift purchases this year?YouGov Surveys,August 12-September 3,2024.AU,CA,FR,DE,GB,IT,ES,US,DK,MX,PL,SE:n 700.Target group:Christmas gift buyers answered“Christmas”to“Which g

35、ift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday season?Survey data also available for:AE,HK,ID,IN,SGChristmas gift buyers aged 35+are more likely to make their holiday season gift purchases in-store38%of those a

36、ged 35+plan to make most of their holiday season gift purchases in store,compared to 30%of those aged 18-34.US Christmas gifting trend report 202418Purchase method18-3435+Online via an e-commerce platform 42%40%In-store30%38%Online via a retailers website27%21%How,if at all,do you plan to make most

37、of your holiday season gift purchase this year?YouGov Surveys,August 12-September 3,2024.US:n 300 Target group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday s

38、eason?”/:Highlights statistically significant differences between comparison groupsGet in touchhttps:/ Christmas gifting trend report 202419Men are more likely to start their holiday gifting last-minute,women are more likely to plan aheadYouGov Surveys,August 12-September 3,2024.US:n 500.Question:Wh

39、en do you typically start holiday season gift shopping?Target group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday season?”36%of male Christmas gift buyers sho

40、p in the month before Christmas compared to 29%of female Christmas gift buyers.6-12 months4-6 months2-4 months1-2 months2-4 weeks 1-2 weeks0-1 weeksWomen 20%8%10%11%22%3%25%1%Men 16%2%8%17%19%5%29%2%I have no fixed timeChristmas6-12 months4-6 months2-4 months1-2 months2-4 weeks 1-2 weeks0-1 weeks”I

41、have no fixed timeframe”39%of Christmas gift buyers cite word of mouth as their main source of inspiration12%of Christmas gift buyers cite TV advertising as their top source of holiday gifting inspiration.US Christmas gifting trend report 202420YouGov Surveys,August 12-September 3,2024.US:n 1,150Tar

42、get group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday season?”3%3%5%6%6%9%12%39%Physical shops/storesNews piecesPrint advertisingOrganic social media postsF

43、orums(e.g.,Reddit,online,etc.)Targeted social media advertisingTV advertisingWord of mouth(e.g.,friends,family,etc.)Where are you most likely to find inspiration for holiday season gifting?Get in touchhttps:/ aged 35+are more likely to be inspired by TV and print advertising.US Christmas gifting tre

44、nd report 202421Where are you most likely to find inspiration for holiday season gifting?Christmas gift buyers aged 18-34 are more likely to find inspiration via social mediaWhat do you typically buy as holiday gifts?Please select all that apply.18-3435+36%Word of mouth(e.g.,friends,family,etc.)Word

45、 of mouth(e.g.,friends,family,etc.)41%18%Targeted social media advertising TV advertising 14%11%Organic social media posts Print advertising 6%10%Forums(e.g.,Reddit,online,etc.)Targeted social media advertising 5%7%TV advertising Forums(e.g.,Reddit,online,etc.)5%2%Physical shops/Stores availableOrga

46、nic social media posts 5%2%Print advertising News pieces3%2%Out of home advertising(e.g.,billboards,signs,etc.)Wishes of the recipient 3%2%News piecesPhysical shops/Stores available3%1%Wishes of the recipient Own ideas2%YouGov Surveys,August 12-September 3,2024.US:n 300 Target group:Christmas gift b

47、uyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday season?”/:Highlights statistically significant differences between comparison groupsGet in touchhttps:/ gift buyers are looking

48、to sales and promotions to save money this yearChristmas gifting consumer report 202422SometimesRarelyNeverAlways36%53%9%2%How often,if ever,do you take advantage of sales and promotions for your holiday season gift purchases?YouGov Surveys,August 12-September 3,2024.US:n 1,150Target group:Christmas

49、 gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday season?”Get in touchhttps:/ in 2 Christmas gift buyers agree that they will take advantage of sales to save money this ye

50、arChristmas gifting consumer report 202423YouGov Surveys,August 12-September 3,2024.US:n 1,150Target group:Christmas gift buyers answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday seaso

51、n?”of Christmas gift buyers agree:“I will take advantage of sales and promotions more to save money this year.”of Christmas gift buyers agree:“I am more concerned about how much holiday season gifting will cost this year.”34%49%Get in touchhttps:/ Christmas gifting trend report 202424insights into w

52、hat the US thinksExplore our solutionsOur extensive,ever-growing source of connected,living data equips you with a rich understanding of your customers complex lives.Understand what 27+million registered panel members in over 55 markets are thinking,and harness real-time data for smarter,evidence-ba

53、sed decisions with our suite of products.Unparalleledhttps:/ Christmas gifting trend report 202425Ahead of 2024,we look back at the brands that drove the highest net buzz during the month of December last year.Which brands generated the most buzz during the holiday season last year?26YouGov BrandInd

54、ex US,December 2023,ranked based on net buzz score,n 2,000 US Christmas gifting trend report 2024RankBrand nameNet buzz score:December 20231Costco18.12Walmart17.83Best Buy14.64Target13.95Barnes&Noble12.06Michaels11.97Sams Club11.98Kohls11.39Hallmark10.710Macys9.7Top buzz-driving general retail store

55、 brands during December 2023Explore brand trackingYouGov BrandIndex US,December 2023,ranked based on net buzz score,n 2,000*Specialty Retail B:Sports,Electronics,Drug Stores/Pharmacies+Specialty Retail C:Books,Personal,Kids,Office+Department Stores,Drug Stores/Pharmacies,Discount Stores.Question:“Ov

56、er the past two weeks,which of the following brands have you heard something positive/negative about(whether in the news,through advertising,or talking to friends and family)?https:/ BrandIndex US,December 2023,ranked based on net buzz score,n 1,950.*Clothing,apparel,footwear,accessories.Question:“O

57、ver the past two weeks,which of the following brands have you heard something positive/negative about(whether in the news,through advertising,or talking to friends and family)?US Christmas gifting trend report 2024RankBrand nameNet buzz score:December 20231Skechers19.02Old Navy18.03Nike17.14Adidas13

58、.55Victorias Secret12.46Levis11.67Under Armour11.28New Balance10.99Dior10.610The North Face10.2Top buzz-driving fashion retail*brands during December 2023Explore brand trackinghttps:/ BrandIndex US,December 2023,ranked based on net buzz score,n 1,400.Question:“Over the past two weeks,which of the fo

59、llowing brands have you heard something positive/negative about(whether in the news,through advertising,or talking to friends and family)?*Skin Care and Cosmetics brands,subcategory:cosmetics brands.US Christmas gifting trend report 2024RankBrand nameNet buzz score:December 20231Bath&Body Works15.02

60、Sephora11.53Ulta Beauty9.54Maybelline9.15LOral Paris7.56Revlon6.37Clinique6.28e.l.f Cosmetics5.59Sally Beauty5.310Este Lauder5.1Top buzz-driving beauty brands*during December 2023Explore brand trackinghttps:/ BrandIndex US,December 2023,ranked based on net buzz score,n 1,750.Question:“Over the past

61、two weeks,which of the following brands have you heard something positive/negative about(whether in the news,through advertising,or talking to friends and family)?US Christmas gifting trend report 2024RankBrand nameNet buzz score:December 20231Samsung21.82iPhone21.73Apple20.04Android18.15LG15.06Play

62、Station13.67Roku13.58Apple Watch12.89KitchenAid12.610iPad12.0Top buzz-driving electronics brands during December 2023Explore brand trackinghttps:/ Christmas gifting trend report 202430Build acomplete pictureof your brandExplore brand trackingGain a deep understanding of your brand health and perform

63、ance against top competitors in your industry with YouGovs brand and campaign tracking solutions.Track key metrics,measure campaign effectiveness,and access real-time insights into what people think,feel,and say about your brand.https:/ Christmas gifting trend report 20243131The consumer insights in

64、 this report are sourced via YouGov Profiles and YouGov Surveys:Serviced.YouGov Profiles is an ever-growing source of living consumer data,with 2+million data variables from YouGovs 27+million global panelists.The data used in this report was accessed via YouGov Profiles USA on 2024-10-06.The target

65、 group“Christmas gift givers 2023”refers to those who took part in gift giving during Christmas last year.YouGov Surveys:Serviced provides rapid answers from the right audience.The multi-region survey was conducted from August 12,2024,to September 3,2024,with 1,501 respondents based in America.The t

66、arget group of“Christmas gift buyers”refers to those who answered“Christmas”to“Which gift-giving holidays,if any,do you celebrate?”and answered“1+”to“How many people,if any,do you typically buy gifts for during the holiday season?”MethodologyThe insights in this report have been sourced via YouGov S

67、urveys:Serviced,YouGov Profiles,and YouGov BrandIndex.The Christmas brand buzz rankings in this report are sourced from YouGovs always-on brand tracker,YouGov BrandIndex.Buzz scores are based on respondents answers to the following question:“Over the past two weeks,which of the following brands have

68、 you heard something positive/negative about(whether in the news,through advertising,or talking to friends and family)?”Scores range from-100 to+100.Net buzz rankings are defined by a brands positive buzz score during the month of December 2023 minus its negative buzz score during the month of Decem

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