Oct 21, 2015
National Retail Federation survey shows consumers eager for digital holiday

It’s the most wonderful time of the year for millions of Americans. According to the National Retail Federation’s Holiday Consumer Spending Survey conducted by Prosper Insights and Analytics, consumers celebrating Christmas, Hanukkah and/or Kwanzaa will spend an average of $805.65 on food items, decorations, gifts and more over the holiday season, the highest amount in the survey’s 14-year history and in line with last year’s $802.45. Spending on gifts for family members will total $462.95, up from $458.75 last year and also a survey high. “Despite the challenges that still exist in our economy, it looks as if consumers are eager to celebrate the holidays with friends and family this year,” said NRF President and CEO Matthew Shay. “We expect consumers will tackle their holiday shopping lists with a healthy dose of optimism, tempered by a hint of caution as they look for ways to find the perfect, practical gift.”

Top findings of consumers surveyed:

  • Average spending per person reaches $805.65, comparable with spending last year ($802.45).
  • Spending on gifts for family members will total $462.95, up from $458.75 last year and a survey high.
  • Almost half of holiday shopping will be done online: Average consumers say 46 percent of their shopping this holiday season will be conducted online, up from 44.4 percent last year.
  • 4 percent of smartphone owners will use their device to purchase holiday merchandise this year, the highest seen since NRF first asked in 2011.
  • Nearly half (46.7 percent) said free shipping/shipping promotions are important factors in their decision on where to shop.

55.8 percent of holiday shoppers will splurge on themselves and/or others for non-gift items, and will spend an average of $131.59, up from $126.37 last year.

Read the full release here.

Check out the NRF’s 2015 Holiday Survival Kit.




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