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
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
