U.S. holiday shopping trends: Amazon and other platforms are still popular choices for 82% of consumers

It is learned that on November 20, according to foreign media reports, as Black Friday approaches, e-commerce marketing platform Omnisend released a research report on American consumers' holiday gift plans, revealing many trends from gift recipients to shopping habits.

The report shows that parents are the first choice for American consumers' holiday shopping this year. 51.24% of consumers said that their parents are on their gift list, followed by their spouses at 50.83%. Children ranked third with a proportion of 49%, which indicates that the focus of holiday shopping is changing and no longer revolves only around children. In addition, 27% of consumers said that they will buy holiday gifts for their pets this year.

At the same time, nearly half of consumers (45%) also said they would buy gifts for themselves during the holidays. Most consumers (67%) said they would take advantage of discounts to buy products they had planned to buy; 32% would choose to buy small gifts for themselves as holiday rewards; and 25% said that when they were shopping for gifts for others, they found that the products were also suitable as gifts for themselves, so they would buy an extra one.

Overall, American consumers' planned spending this quarter has changed: 37% plan to spend less, 30% plan to spend more, 24% will keep their spending the same, and 9% have not yet made a decision. In terms of purchase channels, the vast majority of consumers (82%) plan to buy gifts on large online platforms, with Amazon accounting for as high as 94%, Walmart 63%, and Etsy 22%.

Amazon’s recent launch of its low-price store, Amazon Haul, is expected to further boost its appeal during the holiday season, as it aims to compete on price with Temu (23% of consumers plan to use it) and Shein (10% of consumers plan to use it). However, physical retail still holds an important position. 59% of consumers plan to shop at large retailers, 42% choose discount stores, 22% prefer small commercial stores, and 10% prefer specialty stores or boutiques.

"Small Business Saturday" has also become a highlight of shopping during the holiday season. 29% of consumers plan to participate in the event, of which 71% plan to go to local small business stores, 18% will shop on small business e-commerce websites, and 10% choose to shop on Etsy and similar small business e-commerce platforms. 62% of consumers said that supporting small businesses makes them feel good, and 17% choose this path to avoid crowds and large retailers.

Author ✎ Rayna/

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