Holiday shopping in the U.S. hit $957.2 billion in 2023, but the real surprise is how differently people shopped for meaning, convenience, and value. From 71% of shoppers checking reviews before buying to low income households cutting holiday budgets by 10% as inflation squeezed them, the patterns get more interesting with every statistic. These are the trends shaping everything from mobile commerce to loyalty programs and eco friendly packaging, and they explain why this season looks nothing like the one before.
Key Takeaways
- 56% of Millennial shoppers focused on sustainable products during 2023 holidays
- Gen Z consumers spent 25% more on personalized gifts in 2023 holidays
- 65% of parents prioritized educational toys for kids in 2023
- E-commerce holiday sales grew 8.6% year-over-year in November-December 2023
- Smartphones drove 50% of Cyber Monday 2023 orders, up 8.7% from 2022
- Amazon captured 38% of U.S. online holiday sales in 2023
- Electronics category led retail sales with $135 billion during 2023 holidays
- Apparel and accessories generated $92 billion in holiday sales 2023
- Toys and games sales hit $28.5 billion for 2023 holiday season, up 2%
- Total U.S. holiday retail sales grew 4.1% in 2023 to $957.2 billion across all channels
- Brick-and-mortar stores captured 80% of holiday sales volume in 2023
- Walmart's holiday sales rose 6.4% in Q4 2023 fiscal year
- 49% of U.S. shoppers started holiday shopping before November in 2023
- Mobile devices accounted for 55% of holiday e-commerce traffic in 2023, per Adobe
- 68% of consumers used buy now, pay later (BNPL) services for holiday purchases in 2023, up from 50% in 2022
In 2023, shoppers balanced sustainability and personalized experiences with digital deals, boosting online spending despite inflation.
Related reading
01 · Category
Consumer Behavior18 stats
01
56% of Millennial shoppers focused on sustainable products during 2023 holidays
02
Gen Z consumers spent 25% more on personalized gifts in 2023 holidays
03
65% of parents prioritized educational toys for kids in 2023
04
Women accounted for 58% of total holiday spending in 2023
05
47% of Boomers preferred in-store shopping for holidays in 2023
06
Low-income households cut holiday budgets by 10% in 2023 due to inflation
07
71% of shoppers used loyalty programs during 2023 holidays
08
Hispanic consumers increased holiday spending by 8% in 2023
09
39% of shoppers regretted impulse buys post-holidays in 2023
10
62% of Gen X shoppers used apps for holiday lists in 2023
11
Urban dwellers shopped 15% more online than rural in 2023 holidays
12
55% of shoppers valued eco-friendly packaging in 2023 gifts
13
Single shoppers spent 20% more per capita on self-gifts holidays 2023
14
48% of African American consumers prioritized Black-owned brands 2023
15
Parents with teens cut toy budgets 8% favoring tech gadgets 2023
16
67% checked reviews before holiday buys in 2023
17
High-income households boosted luxury spending 12% holidays 2023
18
34% of shoppers gifted experiences over items in 2023
Interpretation
Consumer Behavior Interpretation
The 2023 holiday shopping season revealed a nation of deliberate, digitally-savvy consumers where Millennials aimed to save the planet, Gen Z craved personalization, parents became educational toy curators, budget realities forced tough choices, and nearly everyone—from loyal app users to brand-conscious shoppers—proved that mindful intent, whether for sustainability, community support, or simple satisfaction, was the year's true guiding spirit.
02 · Category
E-commerce Insights20 stats
01
E-commerce holiday sales grew 8.6% year-over-year in November-December 2023
02
Smartphones drove 50% of Cyber Monday 2023 orders, up 8.7% from 2022
03
Amazon captured 38% of U.S. online holiday sales in 2023
04
Online holiday apparel sales surged 15% during Black Friday 2023
05
62% of online holiday shoppers used free shipping as a deciding factor in 2023
06
Digital wallets were used in 45% of e-commerce holiday transactions in 2023
07
Mobile commerce holiday sales hit $85 billion in the U.S. for 2023 season
08
E-commerce penetration for holiday toys reached 35% in 2023
09
Average online holiday order value rose to $148in 2023, up 4% YoY
10
Cross-border e-commerce during holidays grew 22% in 2023
11
Walmart+ members spent 2x more online during 2023 holidays
12
Social commerce holiday sales reached $19 billion in U.S. 2023
13
Email marketing drove 22% of holiday e-comm traffic in 2023
14
Headless commerce platforms saw 30% adoption rise for holidays 2023
15
Crypto payments in e-comm holidays minimal at 0.5% of transactions 2023
16
Personalized recommendations increased AOV by 27% in 2023 holidays
17
International e-comm from China to U.S. up 15% holidays 2023
18
Voice commerce holiday sales projected $5 billion in 2023
19
BNPL usage in e-comm hit 36% of transactions during holidays 2023
20
Site speed under 2s correlated with 20% higher holiday conversions 2023
Interpretation
E-commerce Insights Interpretation
Even as wallets went digital and deals flew across borders, the holiday shopper of 2023 remained a creature of simple comforts, hunting for free shipping on their phone while being gently nudged by personalized ads to spend just a little more.
03 · Category
Product Categories20 stats
01
Electronics category led retail sales with $135 billion during 2023 holidays
02
Apparel and accessories generated $92 billion in holiday sales 2023
03
Toys and games sales hit $28.5 billion for 2023 holiday season, up 2%
04
Gift cards were the top gift choice for 52% of shoppers in 2023
05
Home furnishings holiday sales reached $65 billion in 2023
06
Beauty products saw 12% sales growth during 2023 holidays
07
Sporting goods holiday sales increased 5.8% to $18 billion in 2023
08
Books and media generated $14.2 billion in holiday revenue 2023
09
Jewelry sales during holidays totaled $7.5 billion in 2023
10
Food and candy holiday sales hit $42 billion, up 4.2% in 2023
11
Toys online sales share reached 42% in 2023 holidays
12
Video games holiday sales $11.2 billion up 10% in 2023
13
Kitchen appliances generated $22 billion holiday sales 2023
14
Health and wellness products up 14% to $16.8 billion holidays 2023
15
Handbags and luggage sales $8.9 billion during 2023 holidays
16
Office supplies holiday spike to $6.3 billion in 2023 sales
17
Furniture sales during holidays $31 billion up 3.5% 2023
18
Experiences like concerts outsold physical goods for 18-24s in 2023
19
Wine and spirits holiday sales $25.4 billion in 2023
20
Auto parts and accessories $4.7 billion holiday uptick 2023
Interpretation
Product Categories Interpretation
While electronics may have powered the most dollars, the real story of the 2023 holidays is that we bought gifts to escape (video games), improve (health and wellness), outfit (apparel), and occasionally even read (books), all while a significant slice of the younger generation wisely opted for concert tickets over yet another kitchen appliance.
More related reading
04 · Category
Retail Performance20 stats
01
Total U.S. holiday retail sales grew 4.1% in 2023 to $957.2 billion across all channels
02
Brick-and-mortar stores captured 80% of holiday sales volume in 2023
03
Walmart's holiday sales rose 6.4% in Q4 2023 fiscal year
04
Target reported 2.5% comparable sales growth during 2023 holidays
05
Macy's holiday sales declined 4.2% in 2023 amid store closures
06
Best Buy's U.S. holiday revenue increased 2.0% to $14.5 billion in 2023
07
Kohl's sales fell 5.1% during 2023 holiday quarter
08
Dollar General holiday comp sales up 2.4% in Q4 2023
09
TJX Companies saw 9% net sales growth in holiday period 2023
10
Costco wholesale holiday sales surged 8.6% in Q1 FY24
11
Amazon's holiday sales estimated at $38 billion online in 2023
12
Home Depot Q4 2023 sales up 2.5% to $18.1 billion holiday-driven
13
Lowe's holiday comp sales flat at 0% in Q4 2023
14
Dick's Sporting Goods sales rose 7.6% holiday quarter 2023
15
Ulta Beauty holiday sales up 10.5% to $2.8 billion Q4 2023
16
Bath & Body Works Q4 comp sales +5.8% holidays 2023
17
GameStop holiday net sales $1.8 billion up 16.4% 2023
18
Etsy gross merchandise sales $3.4 billion holiday period 2023
19
Wayfair holiday net revenue $3.6 billion up 0.4% Q4 2023
20
Nordstrom holiday sales +1.7% to $4.4 billion Q4 2023
Interpretation
Retail Performance Interpretation
While the overall holiday spending pie grew a respectable 4.1%, the real story was a ruthless game of musical chairs where Walmart, Costco, and the thrill-of-the-hunt treasure chests like TJ Maxx feasted, while traditional mall anchors like Macy’s and Kohl’s were left staring at an empty plate.
05 · Category
Shopping Trends20 stats
01
49% of U.S. shoppers started holiday shopping before November in 2023
02
Mobile devices accounted for 55% of holiday e-commerce traffic in 2023, per Adobe
03
68% of consumers used buy now, pay later (BNPL) services for holiday purchases in 2023, up from 50% in 2022
04
Black Friday foot traffic in U.S. malls rose 12% in 2023 compared to 2022
05
41% of shoppers made purchases influenced by social media during 2023 holidays
06
Cyber Monday 2023 saw a 92% increase in traffic to retailer sites vs. average day
07
57% of shoppers waited for sales events to buy holiday gifts in 2023, per NRF
08
In-store returns peaked at 16.5% of holiday sales volume in January 2023
09
73% of U.S. consumers shopped online for holidays in 2023
10
Average time spent on holiday shopping sites increased 18% during peak 2023 season
11
Influencer-driven holiday purchases rose 28% among Gen Z in 2023
12
62% of shoppers used price comparison apps during 2023 holidays
13
Voice shopping via Alexa increased 35% for holiday orders 2023
14
Pop-up stores saw 20% higher conversion rates during 2023 holidays
15
51% of shoppers abandoned carts due to high shipping costs in 2023
16
Livestream shopping generated $500 million in U.S. holiday sales 2023
17
AR try-on features boosted conversion 40% for beauty e-comm 2023
18
76% of shoppers researched products via TikTok pre-holiday buy 2023
19
Contactless payments used in 88% of in-store holiday transactions 2023
20
Same-day delivery demand spiked 45% on Cyber Monday 2023
Interpretation
Shopping Trends Interpretation
The modern holiday shopper, armed with a phone and a payment plan, launched their campaign before November, deftly maneuvering between digital deal-hunting and returning to the mall, all while being relentlessly tempted by influencers and abandoned by shipping costs.
06 · Category
Spending Statistics20 stats
01
In 2023, U.S. holiday retail sales reached $957.2 billion, marking a 3.7% increase from 2022
02
Average holiday spending per U.S. consumer in 2023 was $875,up from $858 in 2022 according to the National Retail Federation
03
52% of shoppers planned to spend the same on gifts in 2023 as in 2022, while 22% planned to spend more, per NRF survey
04
Total U.S. Cyber Monday 2023 sales hit $12.4 billion, a 11.9% increase year-over-year
05
Black Friday 2023 online sales in the U.S. generated $9.8 billion, up 7.5% from 2022, according to Adobe Analytics
06
Holiday spending on experiences like travel and events accounted for 15% of total budgets in 2023, per Deloitte survey
07
38% of consumers increased their holiday budgets due to inflation in 2023
08
Projected U.S. holiday sales for 2024 are $979 billion to $1.012 trillion, a 2.5-3.5% increase, per NRF
09
In 2022, online holiday sales made up 22.4% of total U.S. retail holiday sales
10
Gift card purchases during 2023 holidays totaled $28 billion in the U.S.
11
During 2023 holidays, 44% of total U.S. retail sales occurred online
12
Small businesses saw 15% increase in holiday online sales in 2023 via Shopify
13
Charitable giving during holidays reached $69 billion in 2023
14
Travel bookings for holiday periods increased 12% in spending 2023
15
Pet holiday gifts spending hit $12 billion in U.S. 2023
16
Decorations and trees sales totaled $9.8 billion during 2023 holidays
17
29% of shoppers planned to use credit cards for holiday purchases in 2023
18
International tourists contributed $5.2 billion to U.S. holiday retail in 2023
19
Subscription box holiday sales grew 18% to $4.1 billion in 2023
20
Used goods holiday sales via resale platforms up 25% in 2023
Interpretation
Spending Statistics Interpretation
Despite inflation pinching our wallets, we defiantly countered with a 3.7% surge in holiday spending, where our collective $957 billion splurge proved that American consumerism, now powered by a $12.4 billion Cyber Monday rocket, is a resilient beast we feed with both lavish gifts for pets and a growing conscience for charity and used goods.
Reference
Cite This Report
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APA
James Okoro. (2026, February 13). Holiday Shopping Statistics. Gitnux. https://gitnux.org/holiday-shopping-statistics
MLA
James Okoro. "Holiday Shopping Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/holiday-shopping-statistics.
Chicago
James Okoro. 2026. "Holiday Shopping Statistics." Gitnux. https://gitnux.org/holiday-shopping-statistics.
Sources & references
45 datasets cited across this report · attribution is report-level
news.shopify.com