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
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
