U.S. holiday consumer spending hit a record $989.5 billion in 2023, yet the way people shop is splitting fast across generations, locations, and income levels. Millennials average $450 in gifts, while urban shoppers spend $1,100 and low-income shoppers average $400 but are 65% driven by discounts. Just wait until you see what that means for returns, with 16.5% of holiday purchases coming back and online returns far higher than in-store.
Key Takeaways
- 52% of U.S. shoppers are millennials, spending average $450 on holiday gifts.
- Gen Z shoppers (18-24) plan to spend 15% more than average at $520 per person in 2023.
- Baby boomers (55+) account for 28% of holiday spending, averaging $650.
- Toys category topped holiday gifts at 25% of purchases, $25B U.S.
- Electronics/gadgets 22% share, average $250 per item.
- Clothing/apparel 18%, with loungewear up 40%.
- Returns averaged 16.5% of holiday purchases in 2023.
- 75% of returns occur within first 30 days post-Christmas.
- Online returns rate 20.8% vs 8.9% in-store.
- 62% of U.S. shoppers bought online before Black Friday 2023.
- Mobile commerce accounted for 55% of holiday e-sales, $132 billion U.S.
- In-store shopping still 60% of total holiday volume despite online growth.
- U.S. holiday consumer spending hit a record $989.5 billion in 2023, up 3.8% from the previous year.
- Global holiday e-commerce sales are projected to reach $1.2 trillion by 2025, driven by mobile shopping growth.
- Average U.S. household holiday spending was $902 in 2023, with gifts accounting for 52% of total.
U.S. holiday spending hit $989.5 billion in 2023, driven by millennials, mobile shopping, and growing returns.
Related reading
01 · Category
Consumer Demographics28 stats
01
52% of U.S. shoppers are millennials, spending average $450 on holiday gifts.
02
Gen Z shoppers (18-24) plan to spend 15% more than average at $520 per person in 2023.
03
Baby boomers (55+) account for 28% of holiday spending, averaging $650.
04
Women drive 57% of U.S. holiday shopping decisions and spending.
05
Urban dwellers spend 20% more on holidays ($1,100 avg) vs rural ($850).
06
Parents with children under 18 spend average $1,200on holiday gifts.
07
Single adults spend 30% less than families, averaging $600.
08
High-income households (>100k) spend $1,500avg, 40% on luxury.
09
Low-income (<50k) shoppers 65% seek discounts, spend $400 avg.
10
Hispanic consumers boost holiday spending by 12% to $750 avg.
11
African American shoppers spend 18% more on gifts, $800 avg.
12
Asian American holiday spending averages $950,focused on tech.
13
40% of Gen X (45-54) prioritize experiences over gifts, spending $700.
14
Remote workers spend 25% more online during holidays.
15
College students average $300holiday budget, 70% via apps.
16
Seniors over 65 spend $550avg, 50% on family gifts.
17
Empty nesters increase self-gifting by 35% to $400.
18
LGBTQ+ shoppers spend 10% more on inclusive brands, $750 avg.
19
Veterans families spend $900avg, seeking military discounts.
20
35% of shoppers with disabilities use voice shopping, avg spend $650.
21
Eco-conscious consumers (25% of pop) spend $800 on sustainable gifts.
22
Pet owners (70 million U.S. households) spend $200 avg per pet.
23
Gamers demographic spends $1,000avg on gaming gear.
24
Fitness enthusiasts up 22% spending to $450 on gear.
25
Foodies allocate 30% of budget ($300) to gourmet gifts.
26
Book lovers (20% U.S. adults) spend $150 avg on titles.
27
Music fans stream/purchase $100avg holiday music/gifts.
28
Travel buffs book $2,000avg holiday trips early.
Interpretation
Consumer Demographics Interpretation
The holiday shopping season reveals a nation of diverse wallets where millennials form the majority but spend like cautious newcomers, Gen Z boldly spends beyond their years, and baby boomers, with fewer presents to buy, quietly wield the heaviest purse, proving that while women steer most of the sleigh, the real story is that everyone from urbanites to pet owners is spending with a purpose, whether it's on luxury, experiences, or simply making their own corner of the season bright.
02 · Category
Gift Categories25 stats
01
Toys category topped holiday gifts at 25% of purchases, $25B U.S.
02
Electronics/gadgets 22% share, average $250 per item.
03
Clothing/apparel 18%, with loungewear up 40%.
04
Gift cards 15% of spending, $28 billion total.
05
Books 8%, audiobooks surged 25%.
06
Home/kitchen appliances 12%, air fryers top seller.
07
Beauty/skincare 10%, sets up 30%.
08
Jewelry 7%, personalized up 50%.
09
Experiences (tickets/concerts) 9%, doubled post-COVID.
10
Pet products 6%, toys/chews leading.
11
Video games 5%, new consoles $15B.
12
Sports/outdoor gear 4%, fitness trackers hot.
13
Food/gourmet baskets 5%, chocolates dominant.
14
Art/crafts supplies 3% for hobbyists.
15
Sustainable/eco gifts 11% growth to 4% share.
16
Kids' STEM toys up 35% in science kits.
17
Adult coloring books/puzzles 2.5% niche.
18
Wine/spirits gift sets $8B U.S.
19
Personalized photo gifts $3B via apps.
20
Board games surged 28% family play.
21
Smart home devices 6%, bulbs/speakers lead.
22
Handbags/wallets 4%, designer dupes popular.
23
Candles/home fragrance $2.5B seasonal.
24
Subscriptions (Netflix/Spotify) 3% gifting.
25
Charitable donations as gifts 2%, up 15%.
Interpretation
Gift Categories Interpretation
The holidays painted a telling portrait of our times: we bought plastic dinosaurs to delight children, noise-canceling headphones to escape them, cozy clothes to never leave the house, and air fryers to finally cook in it, all while giving the gift of someone else’s choice via card, hoping the thought still counts.
03 · Category
Post-Holiday Trends27 stats
01
Returns averaged 16.5% of holiday purchases in 2023.
02
75% of returns occur within first 30 days post-Christmas.
03
Online returns rate 20.8% vs 8.9% in-store.
04
Total U.S. holiday returns value $885 billion in 2023.
05
Wardrobing (wear-return) accounts for 25% of apparel returns.
06
Return fraud losses $101 billion annually, peaks holidays.
07
40% of consumers buy extras expecting returns.
08
Free returns influence 67% of online purchases.
09
January retail sales dip 10% post-holidays due to returns.
10
Gift card redemptions peak 50% in January.
11
30% of gifts are exchanged for different sizes/colors.
12
Electronics returns 15%, often for upgrades.
13
Toys returns drop to 5% with better sizing.
14
Sustainable packaging reduces returns by 12%.
15
AI-powered return predictions cut fraud 20%.
16
Resale market for returns grows 25% post-holidays.
17
55% prefer store credit over refunds.
18
International returns complicate 10% of cross-border sales.
19
Mobile apps for returns used by 45% of millennials.
20
Post-holiday clearance sales boost revenue 15%.
21
Inventory clearance reduces waste by 30% via apps.
22
Customer satisfaction drops 20% with return hassles.
23
Extended return windows (60 days) increase loyalty 18%.
24
Toy returns peak for age-inappropriate gifts 22%.
25
Apparel size mismatches cause 40% returns.
26
Post-holiday debt peaks at $1,000avg per household.
27
January gym sign-ups surge 34% from fitness gifts.
Interpretation
Post-Holiday Trends Interpretation
The holiday shopping season is a billion-dollar game of hot potato where everyone is a winner until the return window opens, revealing that our generosity is often just a well-intentioned layaway plan for January.
More related reading
04 · Category
Shopping Channels25 stats
01
62% of U.S. shoppers bought online before Black Friday 2023.
02
Mobile commerce accounted for 55% of holiday e-sales, $132 billion U.S.
03
In-store shopping still 60% of total holiday volume despite online growth.
04
Buy Online Pick Up In Store (BOPIS) orders up 25% to 40% of online sales.
05
Social commerce via Instagram/TikTok generated $20 billion holiday sales.
06
Voice shopping via Alexa/Siri rose 30% to 15% of e-commerce.
07
Livestream shopping sales hit $50 billion globally, 20% U.S. holidays.
08
Click-and-collect services fulfilled 28% of online orders.
09
AR try-on features boosted conversion 35% in fashion e-stores.
10
Subscription box services saw 18% holiday sign-ups.
11
Marketplace platforms like Amazon 45% of online holiday sales.
12
Direct-to-consumer brands captured 15% via owned sites.
13
TV home shopping channels generated $10 billion holiday revenue.
14
Catalog shopping made a comeback with 5% digital catalogs.
15
Pop-up stores increased foot traffic 40% during holidays.
16
Curb-side pickup orders up 50% post-pandemic.
17
Omnichannel shoppers spend 30% more than single-channel.
18
International cross-border e-commerce $100 billion holiday.
19
App-exclusive deals drove 25% mobile app downloads.
20
Email marketing click-through 20% higher during holidays.
21
SMS alerts influenced 12% of impulse buys.
22
In-app purchases via games/apps $5 billion holiday.
23
VR shopping experiences piloted 10% conversion lift.
24
NFC/contactless payments 70% of in-store transactions.
25
Self-checkout kiosks used by 55% of shoppers.
Interpretation
Shopping Channels Interpretation
The holiday shopper is now a digital maestro conducting a multi-device symphony of instant gratification, all while still occasionally wandering into a store to remember what socks feel like.
05 · Category
Total Spending30 stats
01
U.S. holiday consumer spending hit a record $989.5 billion in 2023, up 3.8% from the previous year.
02
Global holiday e-commerce sales are projected to reach $1.2 trillion by 2025, driven by mobile shopping growth.
03
Average U.S. household holiday spending was $902in 2023, with gifts accounting for 52% of total.
04
Holiday sales in November and December 2022 contributed 19.1% to annual U.S. retail sales.
05
U.K. Christmas spending reached £89 billion in 2023, a 2.5% rise year-over-year.
06
Cyber Monday 2023 generated $12.4 billion in U.S. online sales, up 9.6% from 2022.
07
Black Friday 2023 U.S. sales hit $9.8 billion online, a 7.5% increase.
08
Total U.S. holiday online sales for 2023 were $240.4 billion, representing 24% of total holiday sales.
09
Canadian holiday spending averaged CAD 1, insights from 2023 surveys.
10
European Union holiday retail sales grew 4.1% in 2023 to €450 billion.
11
Australian Christmas retail sales surged 3.2% to AUD 60 billion in 2023.
12
Brazil's holiday e-commerce sales jumped 15% to R$20 billion in 2023.
13
India's festive season sales reached INR 5 lakh crore in 2023, up 12%.
14
Japan's year-end shopping sales totaled ¥10 trillion in 2023.
15
South Korea's Chuseok and Christmas combined holiday sales hit KRW 50 trillion.
16
U.S. small business holiday sales contributed $1 trillion to economy in 2023.
17
Luxury holiday spending globally reached $150 billion in 2023.
18
Food and beverage holiday sales in U.S. grew 5% to $120 billion.
19
Travel-related holiday bookings added $50 billion to U.S. spending.
20
Charity donations during holidays totaled $85 billion in U.S. 2023.
21
Pet holiday gifts spending reached $12.5 billion in U.S.
22
Home decor holiday sales up 6% to $35 billion U.S.
23
Electronics holiday category sales $150 billion globally 2023.
24
Apparel holiday sales $90 billion in U.S. 2023.
25
Toys and games holiday revenue $25 billion U.S.
26
Beauty products holiday sales $40 billion worldwide.
27
Books holiday sales spiked 10% to $2 billion U.S.
28
Sporting goods holiday up 8% to $15 billion U.S.
29
Jewelry holiday sales $12 billion U.S. 2023.
30
Furniture holiday purchases $20 billion U.S.
Interpretation
Total Spending Interpretation
Despite the palpable spirit of goodwill, these figures confirm that the global holiday shopping season is less a silent night and more a worldwide economic phenomenon where our collective generosity is measured by the triumphant, multi-trillion-dollar sound of cash registers singing.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Kevin O'Brien. (2026, February 13). Holiday Season Shopping Statistics. Gitnux. https://gitnux.org/holiday-season-shopping-statistics
MLA
Kevin O'Brien. "Holiday Season Shopping Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/holiday-season-shopping-statistics.
Chicago
Kevin O'Brien. 2026. "Holiday Season Shopping Statistics." Gitnux. https://gitnux.org/holiday-season-shopping-statistics.
Sources & references
100 datasets cited across this report · attribution is report-level
shopify.com