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.
Editors' Picks
Sponsored by
More on Surveys
The Latest
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
