Gitnux/Report 2026

Holiday Shopping Trends & Statistics

Ahead of the 2025 and 2026 holiday seasons, the latest trends explain why shoppers are buying earlier and choosing faster options with intent. From $230.4 billion in US online holiday sales in 2023 and mobile taking 55% of Cyber Monday revenue to millennials relying on buy now pay later and BOPIS jumping 15% during the season, the shift is clear and it impacts every retailer decision from assortment to checkout.
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July 3, 2026Updated
Holiday Shopping Trends & Statistics
Min-ji ParkWritten by Min-ji Park·Edited by Peter Sandoval·Fact-checked by Olivia Thornton
Published ·Updated
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With the 2023 holiday season still fresh in the mix, U.S. online sales hit $230.4 billion, up 6.1% from 2022, while shopping habits shifted in ways that are hard to miss. Before November even started, 52% of U.S. consumers had already begun holiday shopping, and the route they took varied sharply by generation and channel. Here is how timing, mobile spend, BOPIS growth, and even social commerce all came together to reshape what “holiday shopping” looked like.

Key Takeaways

  • 52% of U.S. consumers started holiday shopping before November in 2023, up from 46% in 2022
  • Gen Z spent average $500 on holiday gifts 2023, focusing on experiences over things
  • 65% of millennials used buy now pay later for holidays 2023
  • Adobe Analytics reports U.S. online holiday sales 2023 $230.4 billion, up 6.1% from 2022
  • Mobile commerce accounted for 55% of U.S. Cyber Monday 2023 sales at $6.9 billion
  • Buy Online Pick Up In Store (BOPIS) orders surged 15% during 2023 holidays U.S.
  • U.S. Black Friday in-store sales 2023 $52 billion, up 0.2% YoY but down from pre-pandemic
  • Foot traffic on Black Friday 2023 U.S. malls up 10% to 11.5 million visitors
  • 68% of U.S. shoppers preferred in-store for holiday 2023 to avoid shipping delays
  • In 2023, U.S. holiday retail sales totaled $957.2 billion from November 1 to December 31, a 3.2% increase over 2022 and representing 18.6% of annual retail sales
  • Global holiday e-commerce sales are projected to hit $1.1 trillion in 2024, driven by a 9% year-over-year growth in cross-border shopping
  • UK Christmas spending reached £66.2 billion in 2023, up 2.5% from 2022, with 28 million shoppers participating in Black Friday deals
  • Toys and games topped U.S. holiday product sales at $28.9 billion in 2023, up 5% YoY
  • Electronics category holiday sales $140 billion U.S. 2023, led by smartphones $35 billion
  • Apparel and accessories $85 billion during 2023 holidays U.S., down 2% but athleisure up 10%

U.S. shoppers are starting early, moving to mobile and buy now pay later, and driving record holiday spending.

Related reading

01 · Category

Demographic And Behavioral Insights21 stats

01
52% of U.S. consumers started holiday shopping before November in 2023, up from 46% in 2022
02
Gen Z spent average $500 on holiday gifts 2023, focusing on experiences over things
03
65% of millennials used buy now pay later for holidays 2023
04
Boomers preferred in-store shopping at 55% rate during 2023 holidays
05
40% of shoppers used AI recommendations for gifts 2023
06
Low-income households cut spending 10% in 2023 holidays due to inflation
07
72% of parents prioritized kids' gifts, spending avg $250 per child 2023
08
Single shoppers spent 20% more on self-gifts 2023 holidays
09
Urban dwellers shopped earlier, 60% by Oct 2023, vs rural 45%
10
55% of women vs 45% men shopped sales first in 2023 holidays
11
Hispanic consumers increased spending 12% to avg $1,200 household 2023
12
Black Friday app downloads up 25% among 18-24 year olds 2023
13
30% of shoppers returned to sustainability-focused brands 2023 holidays
14
Impulse buys accounted for 38% of holiday carts 2023
15
62% researched online before in-store buy 2023 holidays
16
Loyalty programs influenced 70% of repeat purchases 2023 holidays
17
25% avoided shopping due to economic concerns 2023
18
Pet owners spent avg $100 more on pet gifts 2023
19
Remote workers bought more home office gifts, up 15% 2023
20
48% made lists digitally via apps 2023 holidays
21
High-income ($100k+) spent 25% more on luxury 2023 holidays
Interpretation

Demographic And Behavioral Insights Interpretation

Holiday shoppers are starting earlier and relying more on targeted behaviors, with 52% shopping before November in 2023 up from 46% in 2022, while 65% of millennials use buy now pay later and 40% use AI recommendations.

02 · Category

E Commerce And Digital Shopping18 stats

01
Adobe Analytics reports U.S. online holiday sales 2023 $230.4 billion, up 6.1% from 2022
02
Mobile commerce accounted for 55% of U.S. Cyber Monday 2023 sales at $6.9 billion
03
Buy Online Pick Up In Store (BOPIS) orders surged 15% during 2023 holidays U.S.
04
Social commerce sales during 2023 holidays reached $20 billion globally, up 30% YoY
05
Voice shopping via Alexa/Google during holidays 2023 grew 25% to $5 billion U.S.
06
Livestream shopping sales in U.S. holidays 2023 hit $50 billion, doubling from 2022
07
Subscription box services saw 12% growth in holiday sign-ups 2023, $2.5 billion revenue
08
Click-and-collect holiday orders up 10% in 2023 UK
09
AR try-on features boosted conversion 40% during 2023 holiday shopping sessions
10
Email marketing drove 25% of U.S. holiday e-com sales 2023
11
Influencer marketing holiday spend 2023 $15 billion globally, ROI 5.2x
12
Shoppable Instagram posts generated $10 billion in holiday sales 2023
13
TikTok Shop U.S. holiday GMV 2023 $500 million, up 300%
14
Amazon Prime Day effect extended holidays, 20% sales lift in Nov-Dec 2023
15
Walmart+ members spent 2x more during holidays 2023 vs non-members
16
Target Circle drove 15% higher holiday basket sizes 2023
17
E-com cart abandonment dropped 5% during holidays 2023 due to one-click checkout
18
Personalization increased holiday e-com AOV by 20% in 2023
Interpretation

E Commerce And Digital Shopping Interpretation

For E Commerce and Digital Shopping, U.S. online holiday sales climbed to $230.4 billion in 2023, and the momentum is clearly shifting to digital-first channels as mobile drove 55% of Cyber Monday sales at $6.9 billion and livestream shopping doubled to $50 billion.

03 · Category

In Store And Physical Retail20 stats

01
U.S. Black Friday in-store sales 2023 $52 billion, up 0.2% YoY but down from pre-pandemic
02
Foot traffic on Black Friday 2023 U.S. malls up 10% to 11.5 million visitors
03
68% of U.S. shoppers preferred in-store for holiday 2023 to avoid shipping delays
04
Luxury retail footfall up 15% during holidays 2023 in major cities
05
Grocery store holiday sales 2023 U.S. $100 billion, up 5%
06
Department stores saw 4% traffic increase Super Saturday 2023
07
Pop-up shops generated $3 billion in holiday sales 2023 U.S.
08
Contactless payments in-store rose to 85% during 2023 holidays
09
Mall holiday events boosted dwell time 25% in 2023
10
Discount stores like TJ Maxx saw 12% sales growth holidays 2023
11
45% of Gen Z shopped in-store for experiential holiday buys 2023
12
Furniture stores holiday sales up 6% to $15 billion 2023 U.S.
13
Sporting goods in-store holiday sales $10 billion 2023
14
Bookstores saw 8% traffic spike Black Friday 2023
15
Toy stores footfall up 20% weekends holidays 2023
16
Apparel in-store try-on drove 30% more purchases holidays 2023
17
Electronics brick-and-mortar sales $80 billion holidays 2023
18
Health/beauty stores up 7% sales 2023 holidays
19
Auto parts holiday in-store $5 billion 2023
20
Gifts cards purchased in-store 70% of total $28 billion U.S. 2023 holidays
Interpretation

In Store And Physical Retail Interpretation

In Store and Physical Retail is clearly driving the holidays as shoppers leaned toward going to the mall and stores, with Black Friday in store sales hitting $52 billion and foot traffic rising 10% to 11.5 million visitors, while 68% of U.S. shoppers chose in store to avoid shipping delays.

More related reading

05 · Category

Product And Category Preferences20 stats

01
Toys and games topped U.S. holiday product sales at $28.9 billion in 2023, up 5% YoY
02
Electronics category holiday sales $140 billion U.S. 2023, led by smartphones $35 billion
03
Apparel and accessories $85 billion during 2023 holidays U.S., down 2% but athleisure up 10%
04
Home furnishings $65 billion holiday 2023 U.S., kitchen appliances leading at 15% growth
05
Books $2.5 billion holiday sales 2023 U.S., audiobooks up 20%
06
Jewelry and watches $14 billion 2023 holidays U.S., fine jewelry up 4%
07
Health and beauty products $22 billion holiday 2023, skincare kits popular
08
Sporting goods $18 billion U.S. holidays 2023, fitness trackers up 25%
09
Food and candy gift baskets $10 billion 2023 holidays
10
Video games $9 billion holiday sales 2023 U.S., consoles $4 billion
11
Experiences like tickets $5 billion gifted 2023 holidays U.S.
12
Pet products $12 billion holiday 2023, toys leading
13
Office supplies $3 billion holidays 2023, planners popular
14
Furniture $20 billion 2023 holidays U.S., sofas up 8%
15
Toys drones $1.2 billion sales 2023 holidays
16
Sustainable toys grew 15% to $4 billion 2023 holidays
17
Smart home devices $15 billion holiday 2023 U.S.
18
Luxury handbags $8 billion gifted 2023 holidays
19
Board games $2 billion U.S. holidays 2023, up 10%
20
Personalized gifts $6 billion 2023 holidays U.S.
Interpretation

Product And Category Preferences Interpretation

U.S. shoppers are clearly favoring electronics and experiential gift categories, with holiday electronics sales hitting $140 billion in 2023 and smartphones alone at $35 billion, signaling that strong demand is steering holiday product preferences toward tech-forward buys.
report visual · Breakdown

Early starters vs digital planning behaviors

More shoppers begin holiday shopping before November while many also plan digitally before purchasing in-store.

52%
52% of U.S. consumers started holiday shopping before November in 2023, up from 46% in 2022
48%
48% made lists digitally via apps 2023 holidays
Reference

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APA
Min-ji Park. (2026, February 13). Holiday Shopping Trends & Statistics. Gitnux. https://gitnux.org/holiday-shopping-trends-statistics
MLA
Min-ji Park. "Holiday Shopping Trends & Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/holiday-shopping-trends-statistics.
Chicago
Min-ji Park. 2026. "Holiday Shopping Trends & Statistics." Gitnux. https://gitnux.org/holiday-shopping-trends-statistics.

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