Holiday Shopping Survey 2023 — Results
Here are the results from our Holiday Shopping Survey 2023. Thank you to all who participated!
Which of the following do you take into account when buying a holiday gift? (select all that apply)
- Pricing (90%)
- Shipping costs/speed (75%)
- Quality (71%)
- Reviews (62%)
- Receiver’s Wish List (54%)
- Brand name (24%)
Whom do you find it most difficult to shop for? (select no more than 2 responses)
- Significant other (33%)
- Extended family (26%)
- Mom (18%)
- Dad (18%)
- Your kid[s] (16%)
- Best friend (10%)
- Sibling (10%)
- Secret Santa (10%)
Have you done the majority of holiday shopping yet?
(if “no”) Why not? (select all that apply)
- I’m waiting for doorbuster deals [i.e. Black Friday, Cyber Monday/Week, etc.] (68%)
- I haven’t made a shopping list yet (39%)
- I prefer to shop closer to the holidays (33%)
- I always wait until the last minute to buy gifts (10%)
How do you plan to shop this upcoming holiday season? (select all that apply)
- Online via desktop (60%)
- In-store (54%)
- Buy online, pick up in-store (53%)
- Online via mobile app[s] (49%)
(if “BOPIS”) Why do you plan to buy online and pick up in-store this upcoming holiday season? (select all that apply)
- I want to avoid the crowds/long lines (59%)
- I believe I get the best deals online (50%)
- Convenience (32%)
- Too busy to shop in-person (20%)
(if “online via…”) Why do you plan to shop online this upcoming holiday season? (select all that apply)
- I want to avoid the crowds/long lines (68%)
- Convenience, I prefer to get everything shipped to my home (64%)
- I believe I get the best deals online (58%)
- Too busy to shop in-person (27%)
- The stores I like are only online (11%)
Are you willing to spend more for the same gift online than you are in-store?
Are you a last-minute holiday shopper?
Do you plan to have all of your holiday shopping completed before Thanksgiving?
Do you buy the same gift for multiple people?
Do you include greeting cards with gifts?
Do you gift service workers (i.e. mailperson, doorperson, hair stylist, etc.) during the holidays?
When shopping for gifts, do you ask what someone wants or do you surprise them?
- I ask what they want (52%)
- I surprise them (48%)
Do you hide holiday gifts somewhere specific?
(if “yes”) Where do you hide gifts? (select all that apply)
- In a closet (72%)
- In the attic or basement (21%)
- Under the bed (16%)
- In the garage (15%)
- In my car (13%)
- At my job (7%)
- At a relative or friend’s house (6%)
If you receive an unwanted gift, do you typically return it for a refund or keep it to regift?
- I return it for a refund (51%)
- I keep it to regift (49%)
Do you ever change your mind about buying a gift because the shipping is too expensive?
(if “yes”) What’s the most you would spend on shipping for a gift?
- $0.01-$5 (38%)
- $5.01-$8 (25%)
- More than $10 (20%)
- $8.01-$10 (17%)
Do you ever change your mind about buying a gift because the shipping takes too long?
(if “yes”) How long are you willing to wait for shipping?
- 5-7 days (55%)
- 3-4 days (26%)
- 1-3 weeks (13%)
- 1-2 days (5%)
- More than 3 weeks (1%)
Which of the following methods will you use to save money this holiday season? (select all that apply)
- Use coupons or promo codes (82%)
- Use a cash back site/app (80%)
- Shop sales/clearance racks [incl. Black Friday, Cyber Monday, etc.] (73%)
- Use reward/cash back credit cards (68%)
- Price match [asking retailers to match lower prices found elsewhere] (37%)
Do you plan to shop any of the following doorbuster sales? (select all that apply)
- Black Friday (76%)
- Cyber Monday/Week (74%)
- Small-Business Saturday (23%)
- Green Tuesday (15%)
- None of the above (8%)
What categories do you plan to shop on Black Friday? (select all that apply)
- Clothing (55%)
- Electronics (46%)
- Shoes (37%)
- Gift certificate/gift card (29%)
- Toys (24%)
- Accessories [excluding jewelry] (18%)
- Appliances (17%)
- Perfume/cologne (15%)
- Video games (15%)
- Jewelry (14%)
- I’m not shopping on Black Friday. (14%)
- Travel (12%)
- Experiences (10%)
What categories do you plan to shop on Cyber Monday/Week? (select all that apply)
- Clothes (48%)
- Electronics (48%)
- Shoes (32%)
- Gift certificate/gift card (27%)
- Toys (21%)
- Appliances (17%)
- Video games (16%)
- Accessories [excluding jewelry] (16%)
- Perfume/cologne (14%)
- Travel (14%)
- Jewelry (13%)
- I’m not shopping on Cyber Monday/Week. (11%)
- Experiences (10%)
The survey polled a cross-section of 1,666 adults, aged 18 and over.
