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 $500on 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 $100more 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
04 · Category
Overall Spending Trends30 stats
01
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
02
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
03
UK Christmas spending reached £66.2 billion in 2023, up 2.5% from 2022, with 28 million shoppers participating in Black Friday deals
04
Average U.S. household holiday spending in 2023 was $902,a 7% increase from $835 in 2022, primarily on gifts and food
05
Brazil's holiday sales grew 8.1% in 2023 to R$38.5 billion, boosted by e-commerce penetration reaching 15%
06
In 2023, holiday sales in Australia surged 4.2% to AUD 52.3 billion, with online channels contributing 22%
07
China's Singles' Day 2023 sales hit 1.87 trillion yuan ($263 billion), a 8.5% increase, setting a new record
08
European holiday retail sales in 2023 totaled €650 billion, up 3.8% YoY, led by Germany and France
09
India's festive season sales in 2023 reached ₹5 lakh crore ($60 billion), growing 12% with electronics leading
10
Canada holiday spending averaged CAD 1, insights from 2023 surveys showed CAD 1,720 per household, up 8%
11
Mexico's Buen Fin 2023 sales hit 243 billion pesos, a 7.9% rise, with 45 million participants
12
South Korea's holiday e-commerce sales in 2023 grew 11% to 25 trillion won
13
France holiday spending 2023 at €102 billion, up 2.1%, with luxury goods strong
14
Japan year-end sales 2023 totaled 10.5 trillion yen, flat YoY but online up 5%
15
Turkey Black Friday 2023 sales doubled to 50 billion lira
16
U.S. Cyber Monday 2023 sales reached $12.4 billion, up 11.1% from 2022
17
Black Friday 2023 U.S. online sales $9.8 billion, up 7.5%
18
Global Black Friday Cyber Monday 2023 sales $14.4 billion online
19
NRF estimates 2024 U.S. holiday sales $955.6-$988.1 billion, up 2.5-3.5%
20
2023 holiday sales growth slowed to 3.2% from 7.8% in 2022 due to inflation
21
Small business Saturday 2023 U.S. sales $16 billion, up from previous years
22
Super Saturday 2023 projected $40 billion in U.S. sales
23
Green Monday 2023 sales $6.5 billion online in U.S.
24
Holiday returns 2023 expected at $207 billion in U.S.
25
U.S. holiday apparel sales 2023 down 1.5% to $75 billion
26
Electronics holiday sales 2023 up 4% to $120 billion U.S.
27
Toys sales 2023 $25 billion during holidays U.S., up 2%
28
Jewelry holiday 2023 sales $12 billion U.S., flat YoY
29
Home goods holiday sales 2023 $90 billion U.S., up 3.5%
30
Food/beverage holiday spending 2023 $140 billion U.S.
Interpretation
Overall Spending Trends Interpretation
Overall Spending Trends show that holiday spend is still rising across major markets, from U.S. holiday retail sales reaching $957.2 billion in 2023 with a 3.2% year over year increase to global holiday e-commerce projected to hit $1.1 trillion in 2024 with 9% cross border growth.
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
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
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.
Sources & references
64 datasets cited across this report · attribution is report-level
business.instagram.com
aboutamazon.com
shopify.com