SurveysSep 15, 2022
Deloitte Predicts Muted Growth this Holiday SeasonSurveysOct 06, 2022
5 Things to Know about Holiday Shoppers This Season
From inflation concerns to in-store shopping, KPMG’s latest holiday survey dives into when, where, and how consumers want to shop.
A holiday survey by KPMG found consumers’ top concern this season was inflation.
New York—This holiday season, the Grinch is inflation.
In a new report by accounting titan KPMG, rising prices topped respondents’ list of concerns heading into the holidays.
For its “Consumer Pulse Survey: Holiday 2022” survey, KPMG reached out to around 900 Americans to get a sense of their holiday plans, including what they’ll spend and on who.
Here are five important takeaways from the report.
Consumers will likely spend more on gifts this year, but many will give gifts to fewer people.
Holiday shoppers plan to spend, on average, $1,072 this season, a 6 percent increase compared with 2021. Nearly 44 percent plan to spend $500 to $2,000.
Notably, compared with the prior year, this year’s increased spending is expected to be in essential rather than discretionary categories.
“While consumers remain resilient and plan to spend a bit more this holiday season, it will likely not outpace inflation,” said Matt Kramer, KPMG’s consumer and retail national sector leader.
“Consumers will be looking for promotions this holiday season and retailers should be looking to respond by having desirable gifts for the budget conscious consumer.”
While shoppers may be spending more, their gifting list could be getting shorter.
One in four respondents said they would buy gifts for fewer people this year. Only 14 percent expect to buy presents for more people.
Less than half of respondents said they would buy holiday gifts for their parents or in-laws.
Fewer respondents plan to buy gifts for their significant other, siblings, friends, grandparents, and co-workers.
Shoppers will spend an estimated $250 per year per gift recipient this year, said the report, an 11 percent increase compared with $225 last year.
As for what they’ll be buying, the top choice (55 percent) is apparel followed by retail gift cards and gift certificates at 55 percent. Of those surveyed, 24 percent plan to buy jewelry, flat against last year’s count.
Inflation is the top concern for consumers.
Inflation topped the list of shopper concerns with 85 percent of those surveyed saying they were at least somewhat concerned about inflation.
The Consumer Price Index, which measures the average change in prices over time consumers will pay for a basket of goods and services, rose 8 percent year-over-year in August and 0.1 percent month-over-month.
In response to inflation concerns, 37 percent said they would buy fewer gifts per person while 34 percent plan to buy less expensive gifts.
However, 21 percent of respondents concerned said they would not change their behavior.
The second-most prevalent concern for shoppers (63 percent) is out-of-stock items.
To get that perfect gift before it sells out, respondents plan to shop early (46 percent) and shop online (35 percent).
The third-biggest concern is delayed shipping at 57 percent. The most popular solution for that was shopping early (53 percent), followed by shopping more in person (25 percent).
Related stories will be right here …
In a new report by accounting titan KPMG, rising prices topped respondents’ list of concerns heading into the holidays.
For its “Consumer Pulse Survey: Holiday 2022” survey, KPMG reached out to around 900 Americans to get a sense of their holiday plans, including what they’ll spend and on who.
Here are five important takeaways from the report.
Consumers will likely spend more on gifts this year, but many will give gifts to fewer people.
Holiday shoppers plan to spend, on average, $1,072 this season, a 6 percent increase compared with 2021. Nearly 44 percent plan to spend $500 to $2,000.
Notably, compared with the prior year, this year’s increased spending is expected to be in essential rather than discretionary categories.
“While consumers remain resilient and plan to spend a bit more this holiday season, it will likely not outpace inflation,” said Matt Kramer, KPMG’s consumer and retail national sector leader.
“Consumers will be looking for promotions this holiday season and retailers should be looking to respond by having desirable gifts for the budget conscious consumer.”
While shoppers may be spending more, their gifting list could be getting shorter.
One in four respondents said they would buy gifts for fewer people this year. Only 14 percent expect to buy presents for more people.
Less than half of respondents said they would buy holiday gifts for their parents or in-laws.
Fewer respondents plan to buy gifts for their significant other, siblings, friends, grandparents, and co-workers.
Shoppers will spend an estimated $250 per year per gift recipient this year, said the report, an 11 percent increase compared with $225 last year.
As for what they’ll be buying, the top choice (55 percent) is apparel followed by retail gift cards and gift certificates at 55 percent. Of those surveyed, 24 percent plan to buy jewelry, flat against last year’s count.
Inflation is the top concern for consumers.
Inflation topped the list of shopper concerns with 85 percent of those surveyed saying they were at least somewhat concerned about inflation.
The Consumer Price Index, which measures the average change in prices over time consumers will pay for a basket of goods and services, rose 8 percent year-over-year in August and 0.1 percent month-over-month.
In response to inflation concerns, 37 percent said they would buy fewer gifts per person while 34 percent plan to buy less expensive gifts.
However, 21 percent of respondents concerned said they would not change their behavior.
The second-most prevalent concern for shoppers (63 percent) is out-of-stock items.
To get that perfect gift before it sells out, respondents plan to shop early (46 percent) and shop online (35 percent).
The third-biggest concern is delayed shipping at 57 percent. The most popular solution for that was shopping early (53 percent), followed by shopping more in person (25 percent).
Fewer consumers will be shopping early.
A majority of holiday shoppers are not planning to shop as early as they did in 2020 and 2021.
There will still be an early start, with 52 percent starting in October or earlier, but that’s down from last year’s 61 percent.
Most holiday shoppers plan on shopping Black Friday sales (60 percent) and Cyber Monday (51 percent).
For the first time, Amazon is holding a second Prime Day sale, slated for Oct.11-12, and 42 percent of respondents plan to shop on those days.
As online shopping popularity increases, many still want to buy jewelry in person.
Looking at shopping preferences, 36 percent of respondents said they prefer to shop online rather than in store, up from 23 percent last year.
However, when buying jewelry, nearly half of respondents (49 percent) said they would prefer to have that experience in person.
The same was said for the apparel, decor, furniture, and automotive categories.
When doing holiday shopping research, retailer websites were the top choice at 52 percent followed by word of mouth from family and friends (51 percent).
As for where else consumers will shop, a majority of respondents (73 percent) said they were “likely” or “extremely likely” to shop at mass market retailers, followed by discount stores (56 percent).
Notably, luxury department stores were at the bottom of the list at 18 percent.
Travel and holiday gatherings are back.
Consumers are planning to attend more holiday gatherings this year, 5.9 on average compared with 5.5 last year, with family events being the most popular choice.
In preparation for the holiday fun, 12 percent of respondents said they planned to buy jewelry to wear. Nearly one-quarter (24 percent) will buy a host gift.
Travel is one of jewelry’s main competitors in the quest for discretionary dollars, and nearly one-third of respondents plan to travel this Thanksgiving, up from 2021.
More than one-third of respondents plan to travel for the winter holidays, 5 percent more than in 2021.
Travelers are also expected to pay more to get to these destinations this year. Expected travel spend this year is $1,388, a 26 percent increase compared with $1,106 last year.
More on Surveys
The Latest
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
