Millions of Consumers Have Already Begun Holiday Shopping; Millennials and Parents Drive Increase in Holiday Spending This Year
New Consumer Survey From Rubicon Project Indicates Continued Shift Towards Online and Mobile Shopping with 22% of Consumers Not Planning to Do Any Shopping In-Store
“This year’s survey shows that consumers are shopping earlier than ever,
taking control of when, where and how they plan to spend billions of
dollars on holiday gifts,” said
Americans plan to spend on average
When it comes to where and when they’ll spend, the survey found that 73 percent of respondents plan to shop online this holiday season, and more than 1 in 3 plan to shop on mobile. A surprising 22 percent of shoppers (and 28% of millennials) do not plan to shop in-store at all this year. These online and mobile-only shoppers tend to be millennial males, and are most likely to be shopping for gift cards (64 percent), apparel/accessories (57 percent), toys (46 percent) and tech (37 percent).
As shoppers continue to do more of their shopping online, Cyber Monday appears to be on track to outpace Black Friday in popularity among consumers. Forty-seven percent of survey respondents say they plan to shop on Cyber Monday, compared to just 42 percent for Black Friday. Cyber Monday is especially popular among millennials and parents with 74 percent of both groups saying they love the annual online shopping event. Additionally, twenty-two percent of Americans have already started researching Cyber Monday deals as of August, up 10 percentage points from this time last year.
Millennials Are Entering Consumer Maturity
As millennials begin entering financial independence, their spending habits are also maturing. Millennial holiday shoppers plan to spend an average of
US millennials are already ahead of the curve when it comes to holiday
shopping as 39 percent have already started making purchases.
Millennials also increasingly prefer
Parents Embrace Mobile Merriment During the Holiday Season
Parents once again topped planned spending on this year’s survey, reporting they expect to spend an average of
Nearly half of parents (47 percent) have already begun their holiday
Treat Yourself This Holiday Season
While many see this time of year as an opportunity to give gifts to their loved ones, 43 percent of the survey respondents admitted they’ll be treating themselves to
Additional Findings Include:
Men are bigger spenders:
They plan to spend
$1,360on average, compared to $1,028for women
Male parents plan to spend more per child (
- They plan to spend
- Sixty-six percent of parents say they plan on buying a big ticket item this year, as do 68 percent of Millennials.
- Women are more likely to look for deals (73 percent) or compare prices (84%) than consumers in general
- Men (48 percent) and parents (51 percent) are more likely to make a purchase in store using their phone.
Founded in 2007, Rubicon Project’s mission is to keep the Internet free and open and fuel its growth by making it easy and safe to buy and sell advertising.
Eric Bonach, 310-207-0272