The latest forecast for the US holiday season! These products will be a big hit!

According to the 2022 US Holiday Report released by payment giant Klarna, more than two-thirds (68%) of shoppers said their shopping spending during this year's holiday season increased or remained the same as last year, while about a quarter (24%) of shoppers said they had tightened their budgets and would spend less.

The following are the main points of Klarna’s report:

The continued rise in inflation has made American consumers more "savvy" this holiday season. 60% of people said that looking for deals and discounts is their top priority this holiday season. Coupons (50%), discount shopping apps (47%) and loyalty programs (44%) have become the key factors driving their shopping this holiday season.

This shopping season, U.S. shoppers are increasingly interested in smart, interest-free installment payment methods. More than half (55%) of shoppers said they want flexible payment options, such as "BNPL," when buying big-ticket items. This preference is particularly strong among younger generations, with nearly three-quarters (72%) of millennials and more than half (58%) of Generation Z seeking this flexible payment method.

Holiday shoppers are shopping early. 42% of shoppers say they are starting to shop earlier this year than last year. As of September, nearly a quarter (24%) of consumers have already started shopping, while more than two-thirds (69%) say they will start shopping before Black Friday. Notably, the top reasons Americans start shopping early are to avoid shipping delays (51%) and to ensure product availability (49%).

Discount stores become the preferred shopping destination. Although hypermarkets (68%) and department stores (38%) are still the two most popular shopping destinations for consumers this holiday season, discount stores (33%) have risen to third place. Among them, Dollar General (71%) and Dollar Tree (55%) have become the favorites of American shoppers. In addition, among department stores, Walmart (83%) is the most popular this year, followed by Macy's (70%) and JCPenny (45%).

Both online and offline shopping are popular: 26% of shoppers plan to do most of their shopping in-store this holiday season, 37% plan to do a mix of in-store and online shopping, and 38% say they will shop online.

Live shopping is on the rise. U.S. consumers are highly interested in immersive and informative video content, with nearly half (48%) saying they prefer videos over static photos when shopping online. Live shopping remains a popular purchasing channel for younger consumers, with 66% of Millennials and 54% of Gen Zs set to watch a live shopping event this holiday season.

Fashion was the most popular shopping category this holiday season, both online (34%) and in-store (35%), followed by electronics (31% online, 26% in-store) and children's products (26% online, 25% in-store). The most popular brands in the fashion category were Calvin Klein (32%), Victoria's Secret (26%) and H&M (27%), while Samsung (55%), Apple (50%) and Microsoft (30%) led the electronics category.

Gifting preferences are shifting toward necessities. 89% of U.S. consumers want to receive gifts that are needed in their daily lives, while 68% of consumers prefer to receive physical products rather than virtual experience services.

Social networks influence purchasing behavior. Social networks continue to influence the purchasing behavior of the younger generation, with 70% of Gen Z and 72% of Millennials having made a purchase after seeing a product on social media. YouTube and Instagram are the most used social media platforms by Gen Z and Millennials, with TikTok and Facebook also gaining more attention.

Sustainability is top of mind for shoppers. 59% plan to seek out brands with a charitable or giving-back mission, and 55% say they always choose more sustainable and eco-friendly gift packaging.

Editor ✎ Nicole/

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