KEY INSIGHTS FROM THE TGM CHRISTMAS INSIGHTS REPORT 2024

USA’s Holiday Shopping Scene: Top 3 Game-Changing Trends

November 20, 2024

(Updated July 15, 2026)

Uncover the top 3 trends shaping USA’s holiday shopping with TGM Christmas Insights 2024. Explore spending habits, gift choices, and shopping behaviors to align with your audience this festive season!

Written by

TGM Marketing Team

We're a team of storytellers, here to give you the strategic clarity you need to stay ahead in a constantly changing global market.

As the holiday season gets into full swing, the joy of giving and celebrating brings both excitement and challenges for shoppers and retailers alike. With insights from the TGM Christmas Insights Report 2024 in the USA, we uncover three key trends that reflect American consumer behaviors, offering a glimpse into the shifting dynamics of holiday shopping. From emerging spending patterns to the growing influence of affordability and the balance between in-store and online shopping, these insights capture the spirit of the season and what truly matters to today’s shoppers. Let’s explore how brands can connect with consumers on a deeper level and make this holiday season unforgettable.

Key Takeaways

Most American consumers plan to spend between $100 and $499 on Christmas gifts, balancing holiday generosity with careful budgeting.
Price remains the biggest influence on Christmas purchases, with 62% of shoppers prioritizing affordability when choosing gifts (TGM US Christmas Insights 2024, N=1,000).
Gift preferences vary by gender, with women showing greater interest in beauty products and home décor, while men are more likely to choose electronics.
50% of Americans expect to complete their Christmas shopping in November, making Black Friday and Cyber Monday key moments in the holiday retail season (TGM US Christmas Insights 2024, N=1,000).
More than one third of American consumers plan to shop both online and in store, highlighting continued demand for flexible omnichannel shopping experiences (TGM US Christmas Insights 2024, N=1,000).

Budgeting for the Holidays: Practical Spending in the USA

In the United States, holiday spending reflects a balance between generosity and financial mindfulness, with most Americans planning to stick to moderate budgets for their Christmas shopping. According to the TGM Global Christmas Insights 2024, 28% of American consumers expect to spend between $250 and $499 on gifts, while 24% will limit their spending to the $100–$249 range (N=1,000). This approach underscores the practicality of American shoppers, who aim to create meaningful holiday experiences without overextending their finances.

28% of American consumers expect to spend between $250 and $499 on gifts, while 24% will limit their spending to the $100–$249 range

Price remains the dominant factor influencing purchasing decisions, with 62% of Americans prioritizing affordability over other considerations (TGM US Christmas Insights 2024, N=1,000). This trend reflects a heightened awareness of budgeting, particularly during the holiday season, when expenses can quickly add up. The emphasis on price is also linked to the ongoing influence of inflation on consumer behavior, with shoppers seeking value-for-money options to maximize their holiday budgets.

>> Explore Argentina's holiday shopping trends.

Tailoring the Wishlist: Gender-Specific Gift Preferences for the Holidays

Holiday shopping trends reveal fascinating gender-specific preferences that shape gift-giving decisions. While universally appealing options like gift cards and clothing maintain their widespread popularity, certain categories display a distinct divide between male and female shoppers, offering valuable insights for retailers aiming to tailor their offerings.

beauty and cosmetics are highly favored by women, while men lean toward electronics

As reported in TGM US Christmas Insights 2024, women, for instance, show a strong preference for beauty and cosmetics, with 32% identifying these as their top gift choices (N=1,000). This trend reflects a broader cultural inclination toward self-care and personal wellness, making skincare sets, makeup kits, and beauty subscriptions highly sought-after items during the holiday season. In the same survey by TGM, 25% of women gravitate towards home décor, highlighting an appreciation for gifts that enhance living spaces.

In contrast, men tend to focus on technology, with electronics taking center stage as their preferred gift category. TGM data shows a significant 44% of male shoppers express a preference for tech-related gifts, underscoring the enduring appeal of gadgets during the holiday season.

>> Dive into Christmas spending habits in the UK.

Early Planning and Hybrid Shopping: The American Approach to Christmas

In the United States, the holiday shopping season has shifted into earlier months, with November solidifying its position as the peak period for purchasing activity. With 50% of Americans planning to complete their shopping during this month, major retail events such as Black Friday and Cyber Monday have become critical touchpoints in the retail calendar (TGM US Christmas Insights 2024, N=1,000). These events, now extended into multi-week campaigns, have transformed holiday shopping into a prolonged period of heightened consumer activity, emphasizing early preparation. For retailers, this requires a focus on maintaining consistent inventory, competitive pricing, and impactful promotions throughout November to capture consumer spending effectively.

50% of Americans planning to complete their shopping during this month

The holiday shopping landscape in the U.S. is further defined by a balance between online and in-store activity, with 34% of Americans indicating they plan to shop equally across both channels (TGM US Christmas Insights 2024, N=1,000). This dual-channel preference highlights the need for retailers to deliver a seamless shopping experience. By implementing integrated omnichannel strategies—such as buy-online-pick-up-in-store (BOPIS) services, curbside pickup, and consistent promotions across platforms—retailers can meet the needs of consumers who expect flexibility and convenience.

Additionally, the ability to synchronize inventory, pricing, and marketing across digital and physical stores ensures a cohesive brand experience, fostering customer loyalty and engagement. Retailers that optimize these touchpoints and adapt to the blended nature of holiday shopping are better positioned to capture consumer attention and maximize sales during this critical shopping period.

Early Planning and Hybrid Shopping: The American Approach to Christmas

TGM US Christmas Insights 2024 study is based on a quantitative online survey conducted across 20 countries to explore Christmas-related attitudes and behaviors among adults aged 18 to 75. The sample was designed to reflect the adult population of each country by age and gender, providing a representative view of consumer behaviors across markets.

Survey Methodology: Online interviews using CAWI (Computer-Assisted Web Interviewing)
Sample Size: N=1,000
Age Groups: 18–29, 30–44, 45–54, 55–65, 66–75
Country Coverage: United States
Data Weighting: Results have been weighted to reflect regional demographics for accurate market representation.

Curious about holiday trends beyond the USA? Discover insights from over 20,000 consumers across 20 countries this season. Visit our global page, https://tgmresearch.com/global-christmas-insights-report-2024.html, for a complete view of consumer choices!