2024 holiday shopping data may signal longer-term shifts in consumer behavior

Americans are starting their holiday shopping even earlier this year, data from the Ipsos Consumer Tracker reveals – a sea change that could be more than just a response to what retailers are offering.

Ipsos data reveals significant shifts in consumers’ shopping intentions and priorities this holiday season vs. recent past years, including:

• An earlier start to holiday shopping (25% say they started shopping in October 2024 vs. 19% in October 2023),
• Higher intentions to shop mostly online this holiday season (68% vs. 60%)
• An increased sense of responsibility to support local businesses in holiday shopping (73% vs. 65%)
• A steady increase in importance of same-day delivery over (41% citing it as very important in 2024 vs. 34% in 2022)

What’s behind the earlier start? It may be some chicken-and-egg, as some retailers started holiday deals earlier this year, but it is still a remarkable jump, translating to 15 million adults starting earlier vs. just a year ago. We need only look at political polling to understand the intractability of Americans in what they believe and how they behave in reaction to what’s happening in the world around them. 

Also, the profile of those consumers starting shopping earlier at a higher rate is telling. White men have nearly the largest year-on-year jump at 26% in 2024 vs. 12% in 2023.      

The stubbornness of consumers to respond to outside stimuli impacting their attitudes and behavior, and the confluence of the stats above are more likely signaling some things may be changing.

Holiday shoppers may be increasingly conflicted by the earlier and earlier shopping seasons each year in the following ways.

• Shopping earlier to give more measured gifts in a volatile social and political environment. How does one arrive at the perfect, neutral gift? People who identify as strongly Democratic are much more likely to have started shopping in October this year vs. last (25% vs. 12%) and strongly Republican consumers are down meaningfully year-on-year (23% vs. 31%).
• Buying now to avoid out-of-stock situations or to spread out payments for budget management vs. regretting choices as the holidays arrive
• Being compelled to buy earlier vs. holding hope for same day (or quick) delivery.
• Balancing online purchases with national brands, that are generally more reliable in online commerce and buyer experience, with supporting local merchants who are less so

This holiday season may be a bellwether for changes in holiday shopping, and not just the November/December holidays. There is a case to be made that retailers and brands need to better understand the conflicts and stressors they are posing to consumers to maximize holiday sales and their economic and mental health consequences.

To understand more about how Ipsos can help you get this right, please contact Wendy Wallner ([email protected]) or visit https://www.ipsos.com/en-us/consumer-fundamentals.