EditorsNov 27, 2023
10 Tips for Selling Diamonds This Holiday SeasonSurveysOct 23, 2023
Shoppers to Spend More on Winter Holidays This Year, Says NRF
Discounts and promotions could persuade consumers to shop earlier this year, the survey found.
Shoppers are expected to spend $875 on average celebrating winter holidays this year, up from $833 last year, according to the National Retail Federation’s latest consumer survey, conducted by Prosper Insights & Analytics.
Washington—Shoppers are expected to be in the holiday spirit this year in spite of the ongoing economic and geopolitical uncertainty.
Consumers are expected to spend $875 on average celebrating the winter holidays this year, according to the National Retail Federation’s latest consumer survey conducted by Prosper Insights & Analytics.
(The survey is a measure of overall spending on gifts, decorations, food, and other key seasonal items; NRF will release its annual holiday sales forecast focusing on core retail in November.)
That’s $42 more than what they planned to spend last year and is in line with the average holiday budget over the last five years.
Of that budget, around $620 will be spent on gifts, with the other $225 going to decorations, candy, food, and other holiday items.
“The winter holidays are an important tradition to many American families, and shoppers are prioritizing their holiday purchases for the people most important to them,” said NRF President and CEO Matthew Shay.
“Retailers have been preparing for months to ensure their inventories will meet demand, while at the same time helping consumers maximize their budgets with shopping events and discounts running throughout the extended holiday shopping season.”
Almost all U.S. adults surveyed (92 percent) plan to celebrate a holiday event like Christmas, Hanukkah, or Kwanzaa this winter, which is in line with last year, said NRF.
Related stories will be right here …
Consumers are expected to spend $875 on average celebrating the winter holidays this year, according to the National Retail Federation’s latest consumer survey conducted by Prosper Insights & Analytics.
(The survey is a measure of overall spending on gifts, decorations, food, and other key seasonal items; NRF will release its annual holiday sales forecast focusing on core retail in November.)
That’s $42 more than what they planned to spend last year and is in line with the average holiday budget over the last five years.
Of that budget, around $620 will be spent on gifts, with the other $225 going to decorations, candy, food, and other holiday items.
“The winter holidays are an important tradition to many American families, and shoppers are prioritizing their holiday purchases for the people most important to them,” said NRF President and CEO Matthew Shay.
“Retailers have been preparing for months to ensure their inventories will meet demand, while at the same time helping consumers maximize their budgets with shopping events and discounts running throughout the extended holiday shopping season.”
Almost all U.S. adults surveyed (92 percent) plan to celebrate a holiday event like Christmas, Hanukkah, or Kwanzaa this winter, which is in line with last year, said NRF.
As in previous years, 43 percent of holiday shoppers are expected to start checking gifts off their list before November.
The NRF’s survey found the top reason respondents cited for shopping early was to “spread out their budgets” (60 percent), followed by avoiding the stress of last-minute shopping (46 percent), and avoiding crowds (45 percent).
Still, most shoppers (62 percent) don’t expect to finish holiday shopping until December.
“However, early sales may sway consumers to shop even earlier,” Prosper Executive Vice President of Strategy Phil Rist said.
“This year, seven in 10 holiday shoppers say they are considering taking advantage of October sales events to pick up holiday gifts, décor and other items on their list.”
A recent Shopify holiday survey showed similar results, with 41 percent of respondents planning to start holiday shopping this month or earlier.
The Shopify survey showed that consumers, particularly in Gen Z, could be persuaded to shop sooner if retailers offered holiday deals and promotions.
Though respondents told NRF they plan to spend more this year, they are still budget-conscious, with 62 percent of respondents saying sales and promotions are even more important than last year.
More than one-third (36 percent) said they’re scaling back spending in other areas to cover the cost of holiday gifts.
Thirty percent of respondents said they’re buying gifts for fewer people this year while 27 percent said they’re buying less for themselves.
As for where they’re shopping, the NRF survey found 58 percent of consumers plan to shop online this year.
Department stores (49 percent) took the No. 2 spot, followed by discount stores (48 percent), and grocery stores and supermarkets (44 percent).
Gift cards remain the most popular gift to receive, with 55 percent of holiday shoppers saying they would like one, followed by clothing or accessories (49 percent), books, video games or other media (28 percent), and personal care or beauty items (25 percent).
Nearly one-quarter of shoppers (23 percent) plan to gift someone an experience this year, in line with last year and up 19 percent from 2021.
The survey, conducted in October, asked 8,103 adult consumers about their holiday shopping plans.
Editors' Picks
Sponsored by
More on Surveys
The Latest
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
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.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
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.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 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.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
