Shoppers plan to spend the same this holiday as last year, survey shows

According to Cordial’s survey, 43 percent of U.S. consumers said they plan to spend about the same this holiday season as they did last year. The study also found that 35 percent expect to increase spending, while 48 percent of shoppers under 25 intend to raise their holiday outlay. About 60 percent of respondents said discounts will matter most this holiday, and 27 percent cited free shipping as their top influence.

Seventy-two percent said they are beginning holiday shopping in early November, with 26 percent starting on the first Friday after Halloween. Forty-two percent are somewhat or very likely to use AI for holiday shopping, and 34 percent would let AI complete purchases for them online.

What we know

• 43 percent of respondents said they plan to spend about the same this year during the holiday shopping season as they did last year.

• 35 percent expect to increase their spending during the upcoming holiday season.

• Generation Z consumers who are younger than 25 intend to increase their holiday spending by 48 percent over last year.

• About 60 percent of those polled said that discounts will matter most this holiday, followed by free shipping at 27 percent.

• The vast majority of these consumers (72 percent) said they are beginning their holiday shopping in early November, with 26 percent starting on the first Friday after Halloween.