Infographic: How People Want to Shop This Holiday Season

In a YouGov survey, 69% of shoppers said they plan to buy fewer items this year, while 9% of Americans don’t plan to do any holiday shopping at all, citing inflation as a major reason. They’re also more open to nontraditional shopping, including buying secondhand (33%).

Supply chain issues also continue to worry customers, with 53% of respondents in a survey by customer insights firm Big Village planning to shop earlier to ensure the products they want are available. And if you’ve got what they want, 49% of shoppers are willing to pay more to get those essential items. 

“Inflation has impacted purchasing decisions throughout 2022, and our data indicates the holiday season will be no exception,” said Rich Tomasco, vp of Big Village Insights. “Retailers should be prepared to see shoppers on the hunt for gifts and bargains earlier, out of concerns of rising prices and inventory shortages, with the destinations more likely to be mass merchandisers/value-oriented stores rather than specialty/boutique retailers.

Among all consumers, Gen Z is the most likely (66%) to do more in-person shopping this year.

As for conveniences like buy now, pay later and curbside pickup, they were all far down the nice list of essential shopping experiences, compared to free delivery (54%) and free returns (55%). 

“Despite it all,” Tomasco added, “many consumers will still find a way to do what it takes to get the most important items on their shopping list, just in a different way than usual in 2022.”