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.
More on Surveys
The Latest
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
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.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
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.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 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.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
