Click through to learn more about how consumes plan to shop and spend the winder 2018 holidays.

1. This holiday season, NRF found
that consumers plan to spend a
total of $1,007 on average for
items such as decorations, candy
and gifts as well as other purchases
for themselves and their families.
Click through to learn more about how
consumers plan to shop and spend for the
winter 2018 holidays.
Holiday 2018 Consumer Trends

2. Table of contents
Holidayshopper
spending plans
October2018
Page 3
November
shopping update
November2018
Page 8
Thanksgiving
results
November2018
Page 15
December
shopping update
December2018

3. 0
$100
$200
$300
$400
$500
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Gifts Non-gift holiday items Other purchases
Gifts for family Gifts for friends Gifts for coworkers Other gifts
Planned holiday spending per consumer (2004 - 2018)
Source: NRF’s Annual October Holiday Consumer Survey, conducted by Prosper Insights & Analytics
Data for 2004 - 2016 reflects Prosper's revised estimates
For more insights visit NRF.com/holiday.
Holiday spendingplans
on non-gift holiday
purchases such as food
and decorations
on gifts for family, friends
and coworkers
on other non-gift
purchases for themselves
and their families
$638 $215 $155

4. Holiday shoppingplans
91% 71% 18%
plan to use their
smartphone or tablets to
research or make a
purchase
of consumers plan to celebrate
the winter holidays this year
are early bird shoppers
who started in
September or earlier
4 in 10
will start their
holiday shopping
by November 1
Before
September
September October November December:
First 2
weeks
December:
Last 2
weeks
When do you start shopping for the holiday season?
Source: NRF’s Annual October Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.

5. What'son shoppers'wishliststhisyear
What types of gifts would you like to receive this holiday season?
Gift cards &
certificates
Clothing & clothing
accessories
Books & other
media
Consumer
electronics &...
Home décor &
furnishings
Jewelry
Personal care &
beauty items
Sporting goods &
leisure items
Home improvement
items & tools
Other
60%
53%
37%
29%
23%
22%
19%
18%
17%
7%
Source: NRF’s Annual October Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
Consumers are also putting
together their own wish lists.
would like to receive a
gift card
6 in 10
would like to get clothing
Half

6. Where consumersplan to shop
Consumers plan to spread their holiday purchases across a variety of retail destinations.
Where do you plan to purchase holiday items this year? (top 10 responses)
Online Department
store
Discount
store
Grocery /
supermarket
Clothing /
accessories
store
Electronics
store
Local / small
business
Crafts /
fabrics store
Drug store Other
specialty
store
55% 55%
51%
44%
33%
24% 23%
17%
14% 13%
Source: NRF’s Annual October Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
Free shipping Buy online,
pick up in store
Expedited
shipping
Do you plan to take
advantage of any of the
following services when
shopping online?
Fulfillment trends
94% 50% 16%

7. Source: NRF’s Annual October Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
Holiday shoppers rank sales
and price discounts, quality
and selection of merchandise
and free shipping as the top
factors in deciding where to
shop this year.
Which factors are most important in your decision to shop a particular retailer?
Why consumerswillshop specific retailersand brands
Sales / price
discounts
Quality
Selection
Free shipping /
shipping promotions
Convenient location
Everyday low prices
Return policy
Easy-to-use website
or mobile site
Customer service
Layaway services
71%
60%
60%
47%
45%
40%
32%
30%
26%
4%

8. As of early November, the
majority (55%) of celebrants
have started picking up the items
on their holiday wish lists.
But they still have much to do
before they're finished for the
season. On average, holiday
shoppers have only completed
22 percent of their shopping so
far.
November holiday shopping
update

9. Giftsconsumersare planningto give
Whether it's cash, clothing or toys, holiday shoppers already know what they're planning to
gift this season.
What types of gifts do you plan to give this holiday season? (top 10)
Clothing /
accessories
Gift cards Toys Books /
other media
Food /
candy
Consumer
electronics
Personal care Home décor Cash Jewelry
59% 56%
41% 40%
32%
26% 25%
21% 21% 20%
JewelryBooks / other
media
Personal
care
Compared to the average shopper, younger
consumers, aged 18-24, are significantly
more likely to gift items like books and other
media, personal care, food and jewelry
How younger consumers plan to gift
50% 42% 37% 30%
Source: NRF’s Annual November Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
Food /
candy

10. Gift card purchasingplans
Restaurant
Department store
Visa/Amex etc.
Coffee shop
Entertainment
Online merchant
Electronics store
Book store
Grocery store
Gas station
Discount store
Home improvement store
Salon
Specialty clothing store
Home décor
Sporting goods
36%
32%
23%
22%
17%
13%
13%
12%
11%
9%
8%
8%
6%
6%
5%
5%
Gift card spending
The number of gift cards
consumers will purchase
on average
4 cards
Total expected spending
on gift cards this season
$29.9B
What types of gifts cards do you plan to purchase? (top categories)
The average value
consumers will put on
each gift card
$49 per card
Source: NRF’s Annual November Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.

11. Top toyson shoppers'holiday lists
Barbie LEGO
Dolls Cars & Trucks
LOL Surprise Doll Video Games
LEGO Hot Wheels
American Girl Marvel Action Figures/Toys
Hatchimals/Disney Princess Paw Patrol
Apparel/Accessories Nerf
Baby Dolls Nintendo Switch
Beauty Products PlayStation
My Little Pony Xbox
Rank Girls Boys
Source: NRF’s Annual November Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.

12. What'sinspiringshoppersthisyear
47% 41% 38% 30% 28%
Online search Friends and
family
Within a
retail store
Wish lists Advertising
circulars
Facebook Pinterest Instagram Twitter Snapchat
13%
23%
22%
10%
20%
17%
9%
25%
15%
5%
13%
9%
3%
11%
5%
All consumers Ages 18-24 Ages 25-34
Where will you look for inspiration for your holiday gifts this year? (top five)
In addition to searching for
inspiration online and in
stores, younger
generations of consumers
will also turn to social
platforms.
Where will you look for inspiration for your holiday gifts this year? (social platforms)
Source: NRF’s Annual November Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.

13. How consumersare celebratingthe season
Top five ways shoppers plan to celebrate the holiday season this year
holiday decorations and
displays
family tradition finding the perfect gift
for someone
35% 22% 17%
What do you enjoy most about shopping during this time of year (top three)
Spend time
with family
and friends
Give and
open gifts
Make a
special meal
or festive
treats
Decorate
home or
yard
Attend a
religious
service
Consumers plan on
celebrating this holiday
season by spending time
with friends and family,
gift exchanges, making
festive treats and more.
Source: NRF’s Annual November Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
78% 62% 48% 43% 30%

14. How consumersare planningto give back
70%
7 in 10 plan on engaging in a
charitable activity this holiday
Donating financially
Donating items
Purchasing from
brands that donate to
social causes
Volunteering
Other
36%
35%
17%
13%
7%
Over a third
plan to give
back by
donating items
and money to a
charity or cause
Source: NRF’s Annual November Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.

15. An estimated 165.8 million
consumers shopped between
Thanksgiving Day and Cyber
Monday. Nearly all (95%) used
the weekend to purchase holiday
gifts and other items for
themselves and their families,
spending $313 on average.
Thanksgivingweekend
results

16. How consumersshopped over Thanksgivingweekend
Source: NRF’s Annual Thanksgiving Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
More than half (54%) of
shoppers went both online
and in stores to browse
and buy over Thanksgiving
weekend, compared with
just 37 percent in 2017.
These multichannel
shoppers proved to be the
most valuable.
$233 $326 $248
Average Thanksgiving Weekend spending by type of shopper
Online only Multichannel In store only
41.4M 89.7M 34.7M
Number of shoppers by channel

17. What Thanksgivingweekend shoppersbought and spent
What types of holiday gifts did you buy Thanksgiving weekend? (top 10)
Clothing /
accessories
Toys Books /
other media
Consumer
electronics
Gift cards Food /
candy
Personal care Home décor Sporting
goods
Jewelry
56%
34%
29%
26%
20% 20% 20%
17%
13% 12%
Source: NRF’s Annual Thanksgiving Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
69%
of consumers' holiday
purchases over the
weekend were for
specifically for gifts
of consumers' holiday
purchases were
influenced by sales and
promotions
65%
of weekend shoppers said
the Thanksgiving weekend
deals were better than
what they saw earlier in
the season
45%

18. Facebook Instagram Pinterest Twitter
17%
27% 28%
9%
21%
17%
4% 6% 7%
4% 5% 5%
All shoppers Ages 18-24 Ages 25-34
The rise of the socialand mobile shopper
66% 88% 87%
All shoppers Ages 18-24 Ages 25-34
Percent using social media to look for information on Thanksgiving weekend
Percent using mobile devices to make holiday purchase decisions over
Thanksgiving weekend
Two thirds of Thanksgiving
weekend shoppers turned to
their mobile devices to
research and purchase
holiday items. Younger
generations also used social
platforms to track sales and
promotions.
Source: NRF’s Annual Thanksgiving Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.

19. What'sleft for Holiday 2018
Have not finished 89%
Have finished 11%
With only 11 percent of
Thanksgiving weekend
shoppers reporting that
they're completely done,
most consumers still have
plenty of holiday shopping
left to do in December.
Percent of shoppers who have completed their holiday shopping
Source: NRF’s Annual November Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
believe sales and promotions
will be the same or better
through the rest of the season.
92%

20. For many consumers, the last
Saturday before Christmas, is one
of their last chances to pick
holiday gifts or other items they'll
need to celebrate the season.
This year, more than half (56%) of
holiday shoppers are considering
or planning to shop during Super
Saturday.
December shoppingupdate

21. Earlier than
Tuesday,
December 18
Tuesday,
December 18
Wednesday,
December 19
Thursday,
December
20
Friday,
December 21
Saturday,
December
22nd
Sunday,
December 23
Monday,
December
24
Tuesday,
December 25
After
Tuesday,
December 25
Last minute gift shoppers
On which day do you think you will buy your last holiday gift?
61% will buy their last gift in the
week leading up to Dec. 25
Men are significantly more likely than women to plan on buying their last gift in
the week leading up to Christmas.
Men Women
61%
58%
Source: NRF’s Annual December Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
65%

22. What shoppersare buying
Clothing
Gift cards
Toys
Books/other media
Food/candy
Consumer electronics
Personal care
Home décor
Jewelry
Sporting goods
Home improvement
Flowers/plants
Other
53%
38%
37%
32%
24%
23%
22%
20%
16%
14%
10%
4%
9%
What types of gifts have you already bought this season?
Gifts of Experience
Would love to receive a
gift of experience
4 in 10
Plan on giving a gift of
experience
23%
of those 18-24 would love
to receive a gift of
experience
Source: NRF’s Annual December Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
60%

23. How consumerspay for their holiday purchases
Source: NRF’s Annual December Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
Which payment method did you use most often?
Credit card
46%
Debit card
36%
Cash
16%
Check
2%
Use of emerging payment methods (by age)
Younger generations are
significantly more likely to
have used emerging
payment methods this
holiday season to make
gift purchases.
All 18-24 25-34 35-44 45-54 55-64 65+
PayPal Apple Pay Samsung Pay Google Wallet Venmo

24. How consumerswillhandle post-holiday returnsand sales
The majority (58%) of holiday
shoppers plan on returning or
exchanging unwanted gifts this
year, typically within the first
month; 77% say they're likely
to purchase something else
while making an exchange or
return.
Immediately Within the first
month
More than a
month after
Don't plan on this
When consumers plan on returning/exchanging unwanted gifts
Source: NRF’s Annual December Holiday Consumer Survey, conducted by Prosper Insights & Analytics
For more insights visit NRF.com/holiday.
plan on shopping the week after December 25th
68%
The top reasons consumers plan
to shop immediately following the
Christmas holiday is to take
advantage of holiday sales and
promotions (51%) or to use their
gift cards (27%).

25. nrf.com/holiday