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Explore PMG's Holiday Hub for 2023 trends, insights, and expert reports.
Over the next 90 days, dive into exclusive perspectives, custom research, and a deep understanding of festive consumer trends impacting marketers.
PMG x GWI research
Exclusive research in partnership with GWI, featuring consumer sentiment and its implications on marketers
Consumer Trends
The Macro Economy, Shopping Journeys, Gifting Predictions
Expert Insights
AI, New Shopping Platforms, Customer Loyalty, Consumer Patterns, Industry Insights
We’re not here to state the obvious; you already know consumers will spend this holiday season and that it’ll be the biggest online shopping season to date. But here is where we can help:
What to expect from us over this holiday season
Holiday Insights Hub
October
November
December
Gen Z Consumer Insights for holiday 2023
Coming Soon
the State of retail
Coming Soon
Preparing for the AI Holidays
Coming Soon
December
The last bite of the cookie: Preparing for holiday 2024
industry insights
Why Email Is Back This Holiday Season
Industry Insights
How Brands Can Improve Customer Loyalty This Holiday Season
Industry Insights
November
How Brands Can Improve Customer Loyalty This Holiday Season
Industry Insights
How Retailers Can Prepare to Win in Digital This Holiday Season
Early Access Report
What We Expect On Amazon Prime Big Deal Days & Competing Big-Box Retail Sales
Shopping Outlook
October
A Deal’s A Deal: Off-price retailers such as Ross, Walmart, and TJX experienced a sales rise last quarter, driven by shoppers seeking deals and budget-friendly options.
Luxury Is Still A Lifestyle: Despite the recession lurking in the background, high-priced goods are holding up well, reminding us that luxury is more than just a trend; it's a lifestyle.
Euro Tax Returns: Fashion enthusiasts on TikTok are influencing vacation shopping trends, impacting the U.S. luxury market. LVMH experienced an 18% decline in U.S. sales but saw a rise in European sales.
forecasting the state of economy going into the holidays
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Second CTA
q3
Earnings
Report
Do student loans affect spending?
DeCREASE
18%
As student loans resume, consumers are becoming more selective with their discretionary purchases; we can almost hear wallets sighing in relief.
Gen Z
Millennials
All Other Ages
WE ASKED AND THEY SAID
Generation Highlights
October is the New November: An equal number of Gen Z shoppers plan to start shopping on Amazon Prime Day as Black Friday and Cyber Week. This signals the growing competitive stance of Amazon's event in comparison to the traditionally dominant Black Friday sales.
Gen Z Is Audio Obsessed: During holiday downtime, Gen Zers can be found listening to music or podcasts (37%), watching TV (33%), scrolling through social media (31%), or playing video games (25%). Roughly 1 in 5 say they’re likely to spend time shopping with friends and family. However, the winner across generations is watching TV. It's the most popular way to relieve holiday stress, according to 53% of survey respondents.
Gen-Z
Generation Highlights
Millennials Boast the Longest Lists of the Season:
30% of millennials plan to buy gifts for 5 to 7 people, while over 20% will shop for more than 8 people. This places millennials at the top for having the longest shopping lists of the season. In contrast, 46% of Gen Zers are shopping for just 3 to 4 people this season.
Perhaps these long lists are the culprit, as millennials are also the most stressed about the holidays. A total of 36% say it's the most stressful time of the year.
Millennials
Generation Highlights
Older Generations Shop Throughout the Season: Older generations tend to spread out their shopping over a longer period. 25% say they started their holiday shopping in October, and 48% plan to shop right up until the day before Christmas.
In contrast, 24% of Gen Z aims to complete their holiday shopping just after Black Friday and Cyber Monday, while 15% intend to finish before Thanksgiving.
All Other Ages
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StayCation
Vacation
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VS
Who Travels for family And Who
travels for fun?
Proximity to family influences holiday travel for older generations (46%) and Millennials (38%), while Gen Z prioritizes relaxation (48%). Gen Z is also the most likely to increase their travel spending this holiday season compared to 2022 (69%).
View Report
Half of America Will Be Home for the Holidays
At least half of all Americans across age groups and income levels aren’t planning to travel this holiday season. However, around a quarter of people still aren’t sure about their travel plans for the holidays yet, indicating a potential for last-minute travel bookings throughout November and December.
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HOW THEY PLAN TO ACTUALLY SPEND THE HOLIDAYS
Holiday 2023 Insights
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Categories they plan to spend More on this year
0
10
20
30
40
50
60
55%
33%
18%
29%
15%
18%
13%
8%
14%
5%
44%
35%
26%
27%
19%
20%
14%
9%
16%
5%
43%
23%
26%
26%
12%
9%
7%
7%
7%
3%
Apparel &
Accessories
Entertainment
Dining
Technology &
Electronics
Travel
Vacation
Skincare &
Cosmetics
Home
Furniture
Sports &
Fitness
Health &
Wellness
Cars & Auto
Gen Z
Millennial
Other Ages
Click demographic to view data
Loading Holiday Hub
In collaboration with GlobalWebIndex, we surveyed 3,000 Americans about this holiday season. Regardless of age, everyone is looking for value and quality.
As we gear up for the biggest holiday season to date, with a growth in digital spend that is expected to top $221.8 billion, brands have an opportunity to capitalize on this massive holiday shopping opportunity by meeting consumers where they are. Value, ease, consistency, and anticipating their needs will be important as they navigate their shopping lists.
Download PMG's 2023 Holiday Insights Report and dive into holiday shopping trends, custom research, and exclusive insights on travel, gift buying, and holiday stressors.
Click to learn more
October
October
October
November
November
December
December
November
GEN-Z
All Other Ages
Gen-z
Gen-Z
Millennials
All Other Ages
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Travel &
Vacation
Home &
Furniture
(Early Shopping Insights)
(Cyber Week)
(Shopping Insights)
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Gen Z Is Audio Obsessed: During holiday downtime, Gen Zers can be found listening to music or podcasts (37%), watching TV (33%), scrolling through social media (31%), or playing video games (25%).
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