Infographic: How People Want to Shop This Holiday Season

Consumers are stretching their dollars and looking for reassurance


Americans will be feeling more like Scrooge than Santa this holiday season as ongoing economic problems put a damper on gift giving.

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.

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This story first appeared in the Oct. 10, 2022, issue of Adweek magazine. Click here to subscribe.