Surveys

Gen Z May Be Most Generous Gift Givers This Holiday Season, Says Shopify

SurveysOct 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.

Wrapped holiday gift boxes
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 … 

“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.

The Latest

Movado Connect 2.0 watches
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment

The company plans to raise the prices of select watches to offset the impact of tariffs.

Zoë Chicco Bracelets
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable Environment

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Renato Cipullo Hematite Blaze Necklace
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ Necklace

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

Article Image 1.png
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Stock image of shipping containers
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs Invalid

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

Weekly QuizMay 30, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Britney Spears
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry Line

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Inoveo Platinum Grain image.jpg
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by Stuller

Sponsored by Stuller

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Grizzly Mining Pilala emerald
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat Emerald

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemFind Logo
TechnologyMay 29, 2025
GemFind Launches AI Product Description Software

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

Graff Fontainebleau Las Vegas
MajorsMay 28, 2025
Graff Unveils New Las Vegas Flagship

The 3,300-square foot location is the jeweler's largest store in North America.

Kim Kardashian
CrimeMay 28, 2025
8 Convicted in Kim Kardashian Jewelry Heist Trial

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

New York Liberty 2024 WNBA Championship Ring
CollectionsMay 28, 2025
NY Liberty’s 2024 Championship Rings Honor Historic Win

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

Jewelers Board of Trade logo
MajorsMay 28, 2025
Andrew Rickard Named JBT President

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsMay 27, 2025
MJSA to Become Part of Jewelers of America

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

Al Capone Pocket Watch
AuctionsMay 27, 2025
Al Capone’s Patek Philippe Pocket Watch Back Up for Auction

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

Kat Florence Lumina
AuctionsMay 27, 2025
182-Carat Paraíba-Type Tourmaline Sells for $487K

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Mark Henry Gumdrop Bypass Ring
TrendsMay 27, 2025
Amanda’s Style File: Candy-Colored Gemstones

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

Stock image of police cars with their lights on
CrimeMay 23, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Bliss Lau Bright Ring
CollectionsMay 23, 2025
Piece of the Week: Bliss Lau’s ‘Bright’ Ring

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

GIA pearl report
GradingMay 23, 2025
GIA Updates Pearl Classification System

The lab has adjusted the scale it uses for nacre grading.

GCALbySarine Diamond Journey Certificate_1872x1052.jpg
Supplier BulletinMay 22, 2025
How to Put Natural Diamonds Back in the Spotlight

Sponsored by GCAL by Sarine

The late West Virginia jeweler David Ettinger
CrimeMay 22, 2025
NY Jeweler Sentenced in Shoving Death of Colleague at IJO Show

David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.

Watches of Switzerland store in Mall of America
FinancialsMay 22, 2025
Watches of Switzerland’s Full-Year U.S. Sales Climb 14%

The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.

Jorge Adeler, Wendy Adeler, Valentina Adeler
IndependentsMay 22, 2025
Adeler Jewelers Celebrates 50 Years

The family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.

Jose Hess Design Awards 2025 Trophy
Events & AwardsMay 22, 2025
Jose Hess Design Awards Announce Judges

The nonprofit elected five judges who will decide the winners of its design competition.

MJSA 2025-2026 Buyer’s Guide
MajorsMay 22, 2025
MJSA Releases 2025-2026 Buyer’s Guide

This year’s edition includes articles on the favorite tools of notable designers, evaluating when to outsource production, and more.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy