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
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
Weekly QuizDec 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
TechnologyDec 09, 2025
Gemvision Releases Updated MatrixGoldMatrixGold 3.11, the newest version of the jewelry design program, offers more flexibility, precision, and creative control.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
IndependentsDec 04, 2025
Step Inside JR Dunn Jewelers’ Giant New Store The Florida independent expanded its store from 8,000 to 14,000 square feet, fulfilling the vision of its late co-founder, Jim Dunn.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
Policies & IssuesDec 03, 2025
Costco Joins Growing Wave of Retailers Suing for Tariff Refunds The retailer, which sells billions in fine jewelry and watches, is suing the Trump administration and U.S. Customs and Border Patrol.
AuctionsDec 03, 2025
Fabergé’s 'The Winter Egg' Achieves Record $30MThe historic egg, crafted for Russia's ruling family prior to the revolution, was the star of Christie’s recent auction of works by Fabergé.
FinancialsDec 02, 2025
Signet Jewelers’ Q3 Sales Up Amid Continued Focus on Lower Price PointsThe retailer offered more fashion jewelry priced under $1,000, including lab-grown diamond and men’s jewelry.
