The Giving Era Spending Article

of people make less than $10,000

Almost half

save in advance for holiday shopping

save $100-300 for holiday gifts

are likely to pick up a side gig or extra work to prep for holiday shoppinG

said they start saving 1-2 months before shopping

shop both Black Friday and Cyber Monday sales

who Gen Zers buy holiday gifts for

Almost half

Parent(s)

Sibling(s)

Friends and/ or roommates

Significant other

Yourself

Grandparent(s)

Coworkers, supervisors, and/or mentors

Teachers and/or professors

Charity organizations & events

Other

93.0%

74.4%

69.7%

60.8%

59.2%

1.2%

0.2%

9.5%

None of THE above

Other

Stores at the mall

Local shops

Shopping outlets

Big Box Retailers (Target, Walmart)

Online (including Amazon)

where people are shopping

Almost half

have bought products on social media (TikTok Shop, Instagram Shopping)

None of the above

10.6%

18.2%

37.1%

48.7%

57.3%

77.9%

78.7%

92.9%

0.1%

4.2%

EITHER

Black Friday sales only

Cyber Monday sales only

8.6%

11.1%

11.2%

1/9

2/9

3/9

4/9

5/9

6/9

7/9

8/9

9/9

2/9

3/9

4/9

5/9

6/9

7/9

8/9

9/9

None of the above

0.1%

4.2%

Other

18.2%

Coworkers, supervisors, and/or mentors

10.6%

Teachers and/or professors

9.5%

Charity organizations & events

37.1%

Grandparent(s)

77.9%

Friends and/ or roommates

57.3%

Significant other

48.7%

themselves

78.7%

Sibling(s)

92.9%

Parent(s)

How Gen Z Is Spending Their Money This Holiday Season

49.7%

75.3%

56.9%

50%

58.4%

69.2%

43.4%

49.7%

75.3%

56.9%

50%

58.4%

69.2%

43.4%

How Gen Z Is Spending Their Money This Holiday Season