SurveysSep 26, 2023
Mastercard Makes Its 2023 Holiday PredictionSurveysOct 17, 2023
Gen Z May Be Most Generous Gift Givers This Holiday Season, Says Shopify
The seasonal survey asked consumers how, when, and where they’ll shop for holiday gifts.
Conducted in September, the first Shopify-Gallup Holiday Shopping Pulse survey of the season asked 1,761 consumers about their shopping plans for the upcoming holidays.
New York—Ahead of the holidays, e-commerce company Shopify asked consumers about their seasonal spending plans.
The Shopify-Gallup Holiday Shopping Pulse is a series of surveys conducted among U.S. consumers to gauge how they’re feeling about the upcoming season.
For the first survey in September, Shopify asked consumers how, when, and where they’ll be shopping for gifts.
From plans to “shop small” to the top gifts, here’s what the 1,761 respondents said.
Despite the tough economic climate, most shoppers won’t cut back on their spending.
Consumers are battling rising interest rates and prices, but it hasn’t put a damper on the holiday spirit.
Nearly three in four (74 percent) said they plan to spend the same or more on holiday gifts this year compared with last year.
Gen Z is ready to spend, especially on social media.
The adult Gen Zers, ages 18 to 29, will be the “most resilient” spenders this year, said Shopify.
Thirty-seven percent of the generation plan to spend more than last year, which is nearly double the average across all age groups.
This age group also was the most likely to shop for holiday gifts on social media platforms.
Nearly half (48 percent) plan to buy at least some gifts through social media compared with one-third of all shoppers.
Get those holiday deals started early.
Gen Z shoppers also will be the most likely to respond to holiday deals, said Shopify.
Nearly half (48 percent) said they would “probably” or “definitely” start shopping earlier if retailers held holiday deals and promotions.
“That’s a wake-up call for retailers to make better use of earlier deals specifically to cater to this group,” said Shopify.
Though other age groups do respond to earlier promotions, the average across all age groups was lower at 28 percent.
As for when holiday shopping will start, 41 percent of respondents plan to start shopping this month or earlier, followed by 39 percent in November, and 20 percent in December.
Related stories will be right here …
The Shopify-Gallup Holiday Shopping Pulse is a series of surveys conducted among U.S. consumers to gauge how they’re feeling about the upcoming season.
For the first survey in September, Shopify asked consumers how, when, and where they’ll be shopping for gifts.
From plans to “shop small” to the top gifts, here’s what the 1,761 respondents said.
Despite the tough economic climate, most shoppers won’t cut back on their spending.
Consumers are battling rising interest rates and prices, but it hasn’t put a damper on the holiday spirit.
Nearly three in four (74 percent) said they plan to spend the same or more on holiday gifts this year compared with last year.
Gen Z is ready to spend, especially on social media.
The adult Gen Zers, ages 18 to 29, will be the “most resilient” spenders this year, said Shopify.
Thirty-seven percent of the generation plan to spend more than last year, which is nearly double the average across all age groups.
This age group also was the most likely to shop for holiday gifts on social media platforms.
Nearly half (48 percent) plan to buy at least some gifts through social media compared with one-third of all shoppers.
Get those holiday deals started early.
Gen Z shoppers also will be the most likely to respond to holiday deals, said Shopify.
Nearly half (48 percent) said they would “probably” or “definitely” start shopping earlier if retailers held holiday deals and promotions.
“That’s a wake-up call for retailers to make better use of earlier deals specifically to cater to this group,” said Shopify.
Though other age groups do respond to earlier promotions, the average across all age groups was lower at 28 percent.
As for when holiday shopping will start, 41 percent of respondents plan to start shopping this month or earlier, followed by 39 percent in November, and 20 percent in December.
“Shopping small” is still in fashion, as is shopping online.
Nearly one in four shoppers (23 percent) ranked shopping with small and local businesses as the No.1 reason they would choose one retailer over another.
Shopify recommended retailers take advantage of this preference by creating promotions for Small Business Saturday, which falls on Nov. 25 this year.
Though brick-and-mortar stores will see their share of holiday shoppers, the “lion’s share” of holiday shopping is expected to be done online, according to the survey.
Nearly everyone surveyed (93 percent) said they plan to buy “some” gifts online, while about half (47 percent) will buy “all” or “most” of their gifts online.
People are in the holiday spirit.
Shopify also uses its data to track monthly retail trends. In September, as shoppers shifted from summer to fall, it highlighted a few trending items.
“Fall and winter holiday items were top sellers as people got ready to celebrate,” said Shopify.
In time for Halloween, costume sales were up 262 percent month-over-month, with mask sales up 60 percent.
Shoppers also were interested in holiday decorations, up 76 percent from August. Sales of holiday stockings (up 98 percent) and wreaths (up 101 percent) also were on the rise.
For those doing early holiday shopping, tech and toys were at the top of the list.
Sales of play vehicles (toy trucks, toy cars, etc.) were up 178 percent month-over-month, while phone and tablet accessories, like tripods, also were trending, with sales up 225 percent.
More on Surveys
The Latest
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
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.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
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.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
