Navigating Uncertainty
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Intro
Season Overview
Inflation or Hot Air?
Buying Behavior
Post-Peak Thoughts
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Consumer Insights on Holiday Shopping Plans for 2024
In another year of market uncertainty, Kenco is bringing back our survey of over 250 consumers, throughout the U.S. to again get a pulse on their spending habits, holiday shopping plans and concerns. The results uncover consumer sentiment, while revealing opportunities for retailers to refine their strategies to maximize the 2024 holiday season.
Super Saturday December 21st
Black Friday November 29th
Key dates to note
With a late Thanksgiving, consumers have just over 3 weeks of prime shopping time—significantly shorter than usual.
Last Saturday before Christmas, considered the final day to shop before the holiday.
Unofficial kickoff of holiday ordering.
This shortened season can work for and against you
Hover to explore
For
Against
Buyers who are surprised by the shorter time frame may be more intrigued by an offer of faster shipping times!
Less weeks between the two milestones also means less pay periods for consumers. In an already inflation-focused market, there may be less cash to go around.
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Sector Name
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of consumers are concerned about affording gifts this year.
74%
Compared to 55% in 2023.
of consumers have started their peak season shopping.
Compared to 42% at this time in 2023.
55%
80% of consumers have or plan to take advantage of shopping holidays.
80%
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Curious about what people are buying this year?
71.60%
55.60%
49.20%
42.40%
40.00%
38.40%
37.80%
34.40%
32.80%
31.60%
29.60%
28.80%
24.80%
24.40%
22.00%
16.00%
15.60%
Ways to convince consumers to purchase earlier:
Apparel Gift cards Electronics Toys/Games Art/Crafts/Sewing Books Home goods Pet goods Cosmetics Jewelry Alcholic beverages Kitchen and dining goods Sporting goods Perfumes/Coolognes Furniture Toiletries Outdoor goods Cars
React to the numbers you’re seeing with promotions to drive additional sales.
offering enticing hefty discounts sooner
Limited supply of their choice gifts that they need to purchase early
Scarcity marketing
Stay agile with your promotions
Bump up the sales to pre-thanksgiving
We asked, 'What type of merchandise do you plan on purchasing this peak season?' Here are the results, with respondents selecting all that apply.
of consumers prefer online shopping over in-person during peak season.
77.6%
73% of consumers would prefer to purchase from a brand that has sustainable practices.
of consumers would prefer to purchase from a brand that has sustainable practices.
73%
Once we’re over this mountain, it’ll be time to start preparing for next year.
Get Ready!
© 2024 Kenco Group | 2001 Riverside Drive, Chattanooga, TN | KencoGroup.com
ABOUT KENCO
Kenco provides integrated logistics solutions that include distribution and fulfillment, comprehensive transportation management, material handling services, and information technology—all engineered for Operational Excellence. Building lasting customer relationships for over 70 years, our focus is on common sense solutions that drive uncommon value. Visit Kenco at KencoGroup.com.
