2022 Annual Holiday Report
October 11, 2022

Our fifth annual holiday study is in the books  

 

We’ve been surveying the holiday shopping landscape since 2017, delivering insights into the expectations of consumers as they gear up for winter festivities.

What’s new with holiday shoppers this year? What’s changed, and what’s stayed the same?

Keep scrolling for the latest holiday insights from InComm Research.

Checking lists and wallets twice

 

It’s not stopping their shopping, but consumers are taking note of inflation strains as they look ahead to end-of-year gift-giving.

“I enjoy being able to not take a hit on my budget as much during the holidays because I’ve already pre-planned in taking care of the essential items.”

– Derrick, 38, Buffalo, NY

Gift cards are on their minds

 

For the fifth year in a row, our survey found gift cards topping shoppers’ lists.

Shoppers are driven by gift card deals

With some purse-strings tightening, consumers are eager to hear about deals on their top gift category.

Seeing it on social? You’re not alone.

 

Nearly one-third of holiday shoppers said social media is likely to influence what they purchase.

Over half of shoppers have experience purchasing an item they discovered on social media. 31% anticipate giving a gift purchased on social media this year – and for those who had done so previously, 60% said that social media will influence their shopping more this year than last year.

What inspires you to make a purchase from social media?

Brand or retail advertising

Posts from friends or family

Placed advertisements

Articles, demos or reviews

Influencers

From 1 to 92…

There were several other generational differences among shoppers, including budgetary adaptations and online marketing engagement.

How is inflation likely to impact your holiday shopping?

Gen Z shoppers are less likely to spend time bargain hunting. They’re also the only group to rank “cutting down on the number of people I’m buying for” in their top three.

Millennials, meanwhile, are the most likely to try and save by shopping at discount retailers, while Boomers expect to spend the most time searching for the best prices.

All generations were aligned on the top factors influencing where they’ll be shopping.

Quick and easy shopping

Deals available online

Shipping and delivery

Summary

This holiday season finds shoppers on the search for deals and discounts – which means they’re starting early and looking out for the right promo as they check everyone off their lists.

Shoppers are turning to social media and other online ads, but not ignoring in-store signage and/or word of mouth as they search for deals and inspiration.

They’re also still big on gift cards, and keen on deals there – so much so as to make a special trip for the right one.

Five years in and we’re more passionate than ever about sharing holiday shopping trends with our partners. Follow us on social to stay up to date on the latest insights from around the industry.

To download the InComm Payments 2022 Holiday Report, click here

Our fifth annual holiday study is in the books

 

We’ve been surveying the holiday shopping landscape since 2017, delivering insights into the expectations of consumers as they gear up for winter festivities.

What’s new with holiday shoppers this year? What’s changed, and what’s stayed the same?

To download the InComm Payments 2022 Holiday Report, click here