ThinkNow recently conducted a nationally representative quantitative survey revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.

1. Holiday Shopping
November 2023

2. Methodology
Survey Method
Online Survey
Regional Coverage
National
Field Timing
October 02 – 12, 2023
Screening Criteria
Self-identifying as Asian,
African American, Hispanic or
N.H. White
18+ years
TOTAL SAMPLE 1,500
500
Hispanics
250
African American
250
Asians
500
N.H. Whites
2

3. Key Findings
Overall, 2 out of 5 consumers say they start their shopping before Black Friday and spread the purchases out over the
holiday season. Just under 20% say they are not planning on buying any gifts this season.
About one-quarter of holiday shoppers are planning on spending more on Christmas gifts this year than last year. The
same percentage plan to spend less this year.
Holiday shoppers plan to spend an average of $433 this year on gifts. This is significantly less than the amount reported
in 2018 ($506).
Consumers are most likely to get ideas for their holiday shopping from family and friends, followed by in-store display
promotions.
More than half of consumers plan to do their holiday shopping via online retailers like Amazon, eBay and Temu.
Holiday shoppers are most likely to make online purchases via their smartphone.
Clothing, gift cards and toys/games top the list of gifts that shoppers will buy this holiday season.
Over 40% of Hispanics celebrate Three King’s Day. This is most common among foreign-born and Spanish-dominant
Hispanics.
3

4. Detailed Findings

5. 5
Another 3-in-10 shop before Black Friday.
Just under 20% are not planning to shop for the holidays.
3 out of 10 consumers start their shopping on Black Friday/Cyber Monday, with
Asians being the most likely to do so.
Letter indicate significant difference at 95% confidence level.
When will/did you start shopping for holiday presents?
Base: (1,500)
8%
13%
10%
27%
3%
1%
14%
5%
1% 1%
17%
8% E 12%
13% EF
27%
3%
15%
3%
17%
10% E
14%
12%
23%
2%
16%
4%
1% 1%
17%
3%
9%
7%
41% CDF
4%
1%
11%
5%
20%
10% E
17%
8%
26%
4%
2%
14%
5%
1% 1%
13%
September October November, before
Thanksgiving
Black Friday /
Cyber Monday
deals
End of November First week of
December
1-2 weeks before
the holidays
Shop at the last
minute
The day after
Christmas
Not sure yet Not planning on
shopping this year
Total Market Hispanics African-Americans Asians Whites
(n=500) (n=250) (n=250) (n=500)
Hispanics African- Americans Asians N.H. Whites
(C) (D) (E) (F)

6. Women and Asians are the most likely to spend less on gifts this holiday season.
Gen X and Millennials are more likely than their older cohorts to spend more this year.
Overall, about one-quarter of holiday shoppers are planning on spending more on
Christmas gifts this year. This is the same percentage as those who plan to cut back
on spending this year.
Do you plan on spending the same, more or less this year for Christmas gifts compared to last year?
6
11% 8% 10% 12% 13% 13%
8% 7% 7% 11% 15% H
26%
15%
28% A 26% 23%
29%
20% 18% 19%
24%
26%
37%
41%
40% 36% 37%
43%
42%
38% 36%
45% H
47%
26%
36% B
22% 26% E 27% E
15%
30% E
37% IJ 38% IJ
20%
12%
Total Male Female Hispanics African-
Americans
Asians N.H. Whites Gen Z
18 - 25
Millennials
26 - 41
Gen X
42 - 57
Boomers
58 - 64
More
Same
Less
Not sure yet
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
Base: Holiday shoppers (1,245) (n=610) (n=611) (n=414) (n=205) (n=196) (n=430) (n=169) (n=573) (n=372) (n=131)
18% in 2018
52% in
2018
48% in
2018
Letter indicate significant difference at 95% confidence level.
48% in
2018

7. 7
Those who expect to spend less on holiday gifts this year say it’s because they have
less disposable income.
Letter indicate significant difference at 95% confidence level.
11% 26% 37% 26%
Not sure yet Less Same More
*Caution: Small base size
Do you plan on spending the same, more or less this year for Christmas gifts compared to last year?
Base: Holiday Shoppers
Why do you plan on spending LESS for
Christmas gifts compared to last year?
TOTAL
MARKET
Hispanics
African
Americans
Asians
N.H.
Whites
(C) (D) (E) (F)
Have less disposable income 68% 67% 52% 60% 72% D
I gave a lot last year and want to save this
year
13% 13% 20% 13% 13%
There aren’t any good sales and discounts
this year
11% 12% 13% 20% 7%
I did not receive the promotions/bonuses I
expected
5% 2% 7% 6% 3%
Base: Holiday Shoppers planning on spending LESS (320) (n=123) (n=50*) (n=57*) (n=90)
Why do you plan on spending MORE for
Christmas gifts compared to last year?
TOTAL
MARKET
Hispanics
African
Americans
Asians
N.H.
Whites
(C) (D) (E) (F)
Received promotions/bonuses that allow me
to spend more
31% 22% 25% 30% 38% C
Have more disposable income 25% 27% 23% 22% 24%
I missed out on celebrations last year and
want to make this year extra special
22% 24% 32% 26% 19%
I anticipate better sales and discounts this
year
21% 25% 18% 21% 17%
Base: Holiday Shoppers planning on spending MORE (319) (n=94) (n=55*) (n=40*) (n=130)

8. Jewelry and Shoes are popular gifts among Hispanics, African Americans, Gen Zers and Millennials.
Clothing, gift cards and toys/games top the list of gifts that consumers will buy this
holiday season.
8
What type of gifts do you intend to purchase this holiday season?
Base: Holiday Shoppers (n=1,245)
54%
Clothing
48%
Gift Cards
42%
Toys & games
33%
Electronics & gadgets
28%
Jewelry
27%
Shoes
23%
Books & media
20%
Cosmetics
20%
Bags & purses
20%
Handmade or
personalized gifts
18%
Home décor and
appliances
13%
Watches
13%
Sports/Exercise equipment
10%
Work Tools
8%
A voice-controlled
product like Google
Home or Amazon
Alexa
4%
Other gifts
Higher among females,
Millennials and Gen X
Higher among
Millennials, Gen X and
Boomers
Higher among Hispanics, African
Americans, Gen Z, Millennials and Gen X
Higher among Hispanics,
African Americans and Gen Z
Higher among Hispanics,
African Americans,
Millennials and Gen Z Higher among N.H. Whites
Letter indicate significant difference at 95% confidence level.

9. Hispanics are the most likely to get ideas from in-store displays.
Non-Hispanic Whites are the most likely to get their ideas through vloggers/bloggers/influencers.
Consumers are most likely to get ideas for their holiday shopping from family and
friends, followed by in-store display promotions.
Where do you typically get ideas for your holiday shopping?
9
TOTAL Hispanics
(C)
African
Americans
(D)
Asians
(E)
N.H. Whites
(F)
Family or friend’s suggestions
In-store display promotions
Previous holiday experiences
Through social media apps
(Instagram, Pinterest, etc.)
Online retailers' recommendations
Gift guide from magazine/websites
Recommendations from
vloggers/bloggers/influencers
Base: Holiday shoppers (n=1,245) (n=414) (n=205) (n=196) (n=430)
51%
39%
35%
35%
29%
22%
17%
46%
45% F
37%
36%
23%
22%
14%
49%
38%
34%
34%
36% C
21%
18%
46%
41%
42%
44%
29%
23%
17%
61% CDE
36%
39%
39%
33% C
26%
21% C
Letter indicate significant difference at 95% confidence level.

10. TOTAL Hispanics
African
Americans
Asians
N.H.
Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(C) (D) (E) (F) (G) (H) (I) (J)
Retail stores / In person
(Walmart, Target, Costco, JC Penny, Nordstrom,
Sephora, etc.)
73% F 71% 73% 65% 60% 71% GJ 68% 57%
Online retailers
(Amazon, eBay, Temu, etc.)
54% 56% 71% CDF 58% 51% 58% 61% 58%
Discount stores 26% 24% 21% 26% 28% 29% J 25% 18%
Mobile app 22% E 18% 12% 20% 17% J 32% GIJ 13% J 3%
Online marketplace
(e.g. Etsy, ArtFire)
20% 18% 23% 21% 18% 28% GIJ 18% 13%
Specialty stores
(boutique stores, arts and crafts shops, etc.)
16% 13% 18% 27% CD 24% J 30% IJ 16% 12%
Small local businesses 15% 15% 17% 23% C 24% 20% 16% 21%
I plan on shopping equally across various
options
7% 6% 6% 6% 6% 5% 8% 10%
Base: Holiday Shoppers (1,245) (n=414) (n=205) (n=196) (n=430) (n=169) (n=573) (n=372) (n=131)
Average # of places they’ll do their holiday shopping 2.5 2.6 2.5 2.8 2.7 3.4 2.8 2.4 2.7
Asians are most likely to do their holiday shopping through online retailers such as Amazon, eBay, etc.
Hispanics are more inclined on using mobile apps to do their shopping for the holidays.
Over half of respondents plan to do their holiday shopping via online retailers, with
Asians being the most likely to.
Where do you plan to do the majority of your holiday shopping?
10
67%
56%
26%
20%
20%
18%
17%
7%
Letter indicate significant difference at 95% confidence level.

11. 11
What would be your preferred method of payment for this holiday shopping season?
Hispanics and Asians are the most likely to pay with credit/debit cards, as well as Gen X and Boomers.
Gen Z is the most likely to use cash.
Almost two-thirds of holiday shoppers plan on using a credit or debit card to pay for
their holiday purchases this year.
1% 1% 1% 1% 1% 1% 1% 1% 2%
2% 1% 2% 1% 2% 1% 1% 2%
4%
5% 6% 4% 4% 5% 8% IJ 7% IJ 3%
1%
11% 7%
18% CEF
7%
10% 9%
16% IJ
7% 6%
17%
16% E
16% E
7%
17% E
24% J 16%
15%
10%
64%
69% D
59%
80% CDF
65%
57% 59%
72% GH
77% GH
Total Hispanics African-
Americans
Asians N.H. Whites Gen Z
18 - 25
Millennials
26 - 41
Gen X
42 - 57
Boomers
58 - 64
Credit/Debit Card
Cash
PayPal or other online payments platform
Mobile payments (Apple/Google Pay, etc.)
Gift Cards
Loyalty cards
(C) (D) (E) (F) (G) (H) (I) (J)
Base: Holiday shoppers (1,245) (n=414) (n=205) (n=196) (n=430) (n=169) (n=573) (n=372) (n=131)
23% in 2018
62% in 2018
9% in 2018
Letter indicate significant difference at 95% confidence level.

12. 12
Do you plan on using an interest-free installment loan like Pay in 4, AfterPay, Klarna, etc.? ?
Base: Yes responses from Holiday Shoppers
African Americans and Millennials are the most likely to use this type of payment when doing their holiday shopping.
Overall, about 3-out-of-10 holiday shoppers indicated that they plan to use an
interest free installment loan.
29% 29%
35% E
24%
32% 34% IJ
49% GIJ
21% J
5%
Total Hispanics African-
Americans
Asians N.H. Whites Gen Z
18 - 25
Millennials
26 - 41
Gen X
42 - 57
Boomers
58 - 64
(C) (D) (E) (F) (G) (H) (I) (J)
Base: Holiday shoppers (1,245) (n=414) (n=205) (n=196) (n=430) (n=169) (n=573) (n=372) (n=131)

13. 13
Males are planning on spending significantly more than women.
Asians and Gen Zers will spend the least amount.
Consumers plan on spending an average of $433 on gifts this year which is
significantly less than the amount reported five years ago.
Letter indicate significant difference at 95% confidence level.
Amount approximately planning on to spend on gifts
AVERAGE
$432.9
$544.2 B
$449.9 $448.0 E
$478.1 E
$385.9
$512.8 CE
$357.6
$525.5 G
$508.0 G
$573.6 G
Total Male Female Hispanics African-
Americans
Asians N.H. Whites Gen Z
18 - 25
Millennials
26 - 41
Gen X
42 - 57
Boomers
58 - 64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
Base: Holiday Shoppers (1,245) (n=610) (n=611) (n=414) (n=205) (n=196) (n=430) (n=169) (n=573) (n=372) (n=131)
$506 in 2018

14. TOTAL
75%
37%
26%
24%
Hispanics
(C)
83% EF
31%
23%
22%
African-
Americans
(D)
76%
39%
31% E
18%
Asians
(E)
71%
51% C
17%
30% D
N.H. Whites
(F)
69%
44% C
26% E
28% D
Gen Z
18-25
(G)
79% IJ
35%
19%
21%
Millennials
26-41
(H)
86% IJ
47% GI
34% GIJ
30% G
Gen X
42-57
(I)
65% J
38%
25%
23%
Boomers
64+
(J)
37%
39%
21%
35% G
14
Hispanics and Millennials are the most likely to shop via their smartphone.
Across generations, Millennials are the most likely to use any device for their online purchases.
Three-quarters of holiday shoppers plan on doing their online purchases through
their smartphone.
Smartphone
Laptop /
Notebook
Tablet
Desktop
Computer
(1,245) (n=414) (n=205) (n=196) (n=430) (n=169) (n=573) (n=372) (n=131)
What type of device do you usually use when making online purchases?
Base: Holiday Shoppers
55% in 2018 48% in 2018
Letter indicate significant difference at 95% confidence level.
28% in 2018
43% in 2018

15. 15
Males, African Americans, Non-Hispanic Whites and Millennials expressed the most concern about shipping delays.
Half of consumers indicated they are “very” or “somewhat” concerned about
shipping delays during the holiday season.
Letter indicate significant difference at 95% confidence level.
How concerned are you about the potential shipping delays during the holiday season?
17%
12%
18% A 22% EF 19%
10% 13% 14% 12%
17% 18%
33%
33%
34%
35% D
23% 39% D 35% D 37% H
23%
38% H
51% H
35%
32%
33%
32%
40%
42%
32%
37%
34%
32%
27%
15%
23% B
15% 11%
18% E
9%
20% CE
12% J
31% GIJ
13% J
4%
Total Male Female Hispanics African-
Americans
Asians N.H. Whites Gen Z
18 - 25
Millennials
26 - 41
Gen X
42 - 57
Boomers
58 - 64
Very Concerned
Somewhat concerned
Not very concerned
Not concerned at all
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
Base: Holiday shoppers (1,245) (n=610) (n=611) (n=414) (n=205) (n=196) (n=430) (n=169) (n=573) (n=372) (n=131)
TOP TWO BOX 50% 55% 48% 43% 58% 51% 52% 49% 65% 45% 31%

16. Males are more likely to have used this option when doing purchases than women.
Younger generations are more likely to use this type of options than Gen Xers and Boomers.
There is no significant different across ethnicity/race.
Two-thirds of consumers indicated they have used either curbside pick-up or ‘buy
online, pick-up in-store’ during the holiday season.
65%
71% B
61%
66%
69%
72%
64%
74% IJ
78% IJ
56% J
37%
Total Male Female Hispanics African-
Americans
Asians N.H. Whites Gen Z
18 - 25
Millennials
26 - 41
Gen X
42 - 57
Boomers
58 - 64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
Base: Holiday Shoppers (1,245) (n=610) (n=611) (n=414) (n=205) (n=196) (n=430) (n=169) (n=573) (n=372) (n=131)
16
Have you ever used curbside pickup or "buy online, pick up in-store" (BOPIS) options during your holiday shopping?
Base: Yes, NET responses (Yes frequently + occasionally)
Letter indicate significant difference at 95% confidence level.

17. Likelihood to celebrate Three King’s Day is highest among Spanish-dominant and foreign-born Hispanics.
Overall, almost half of Hispanic consumers celebrate the Three King’s Day.
17
Letter indicate significant difference at 95% confidence level.
(N)
(O)
(P)
(T)
(U)
Do you celebrate the Three Kings Day?
Base: Hispanics
TOTAL HISPANICS
(n=500)
Spanish Dominant
(n=174)
Bilingual
(n=164)
English Dominant
(n=162)
U.S. Born
(n=296)
Foreign born
(n=204)
63% T
35%
23%
53% P
65% P
44%

18. Appendix

19. Participant Profile
TOTAL
MARKET
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
GENDER
Female 49% 100% -- 50% 47% 47% 49% 60% HJ 41% 53% H 47%
Male 49% -- 100% 49% 52% 52% 50% 37% 58% GI 47% 52% H
Other (Net) 2% -- -- 1% 1% -- -- 1% 1% -- --
AGE
18 to 25 13% 13% 21% A 21% 18% 15% 15% 100% -- -- --
26 to 41 43% 44% B 32% 41% 36% 38% 36% -- 100% -- --
42 to 57 31% 28% 32% 29% 31% 37% 31% -- -- 100% --
58 to 64 13% 15% 15% 8% 14% C 10% 17% CE -- -- -- 100%
Median age 39 38 40 36 38 41 41 22 34 51 61
ETHNICITY
Hispanic/Latino 33% 17% 19% 100% -- -- -- 28% HIJ 19% IJ 14% 12%
Black, African-American 17% 14% 15% -- 100% -- -- 22% HIJ 11% 14% 12%
Asian 17% 6% 6% -- -- 100% -- 8% H 4% 7% H 6%
White (Non-Hispanic) 33% 64% 61% -- -- -- 100% 42% 66% G 64% G 71% G
REGIONS
Northeast 18% 17% 17% 14% 16% 21% 18% 16% 17% 16% 22%
Midwest 17% 22% 20% 10% 18% C 12% 25% CDE 17% 22% 21% 22%
South 38% 36% 41% 38% E 57% CEF 24% 36% E 38% 37% 40% 38%
West 27% 25% 22% 38% DF 9% 43% DF 21% D 29% 24% 23% 18%
Base: (1,500) (n=729) (n=741) (n=500) (n=250) (n=250) (n=500) (n=192) (n=646) (n=468) (n=194)
Letter indicate significant difference at 95% confidence level.
19

20. Participant Profile
Letter indicate significant difference at 95% confidence level.
TOTAL
MARKET
Male Female Hispanics
African-
Americans
Asians N.H. Whites
Gen Z
18-25
Millennials
26-41
Gen X
42-57
Boomers
58-64
(A) (B) (C) (D) (E) (F) (G) (H) (I) (J)
MARITAL STATUS
Single (Net) 36% 32% 29% 37% F 48% CEF 32% 25% 61% HIJ 27% 22% 22%
Married or living with partner (Net) 53% 60% 59% 55% 38% 61% 64% 38% 70% 62% 51%
Separated/divorced/widowed (Net) 11% 8% 12% 9% 14% 7% 11% 1% 3% 16% 27%
EDUCATION
High School Grad or Less (Net) 31% 26% 27% 34% EF 38% EF 15% 23% E 50% HIJ 22% 22% 22%
Some College (Net) 35% 29% 35% A 40% E 38% E 27% 33% 33% 24% 40% H 38% H
College Grad or More (Net) 33% 45% B 37% 25% 23% 58% CDF 44% CD 18% 54% GIJ 38% G 39% G
EMPLOYMENT STATUS
Employed (Net) 64% 76% B 60% 65% 67% 71% 67% 58% 81% GIJ 67% J 46%
HOUSEHOLD INCOME
Median $44.5K $72.5K $57.5K $57.5K $42.5K $90K $72.5K $42.5K $90K $57.5K $57.5K
PEOPLE IN HOUSEHOLD
Average 3.0 3.1 3.1 3.5 2.7 3.2 3.0 3.5 3.4 2.9 2.2
Children at home. 1 or more (Net) 41% 45% 43% 48% 35% 37% 44% 36% 66% 37% 9%
Born outside the U.S 24% 12% 15% 33% DF 10% F 67% CDF 4% 18% J 13% 14% 9%
Base: (1,500) (n=729) (n=741) (n=500) (n=250) (n=250) (n=500) (n=192) (n=646) (n=468) (n=194)
20