Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us

Holiday shopping Trends & Statistics

EMARKETER offers market research, trends and statistics for a variety of topics and industries. Here you will find a collection of reports, articles and other resources for Holiday shopping

Affirm notches strong growth and second straight quarter of profitability

Article
Nov 13, 2023

Its growth and cost-cutting measures brought the BNPL fintech its second straight profitable quarter. And it’s projecting full-year profitability for FY 2024

Walmart+ vs. Amazon Prime: Which has the holiday advantage?

Article
Nov 09, 2023

As the top two retailers in the US, Walmart and Amazon are battling for holiday success by rolling out the best deals, the fastest delivery, and the best in-store experience. Here’s who we expect will come out on top in each of those areas, plus a post-holiday outlook.

Amazon, Walmart, Temu among potential winners of the holiday season

Article
Oct 31, 2023

Amazon is on track for its first-ever $100 billion holiday season, boosted by its unbeatable delivery speeds, while click and collect gives Walmart an omnichannel edge, and Temu draws in price-conscious consumers. Plus, TikTok and mobile apps help retailers connect with consumers and stand out among the competition.

Target, US

CollectionSnapshot
Oct 31, 2023

4 analyst retail predictions about Cyber Five, retail media, and Walmart for the 2023 holiday season

Article
Oct 27, 2023

With the ascent of Chinese ecommerce disruptors and the ongoing rivalry between Amazon and Walmart, the upcoming holiday season is expected to bring some big shifts. Some of those shifts include the lessening of Cyber Five’s importance and retailers losing focus on profitability, said our analysts Jeremy Goldman and Zak Stambor on a recent episode of the “Behind the Numbers” podcast.

Consumers plan to spread their holiday purchases across fewer retailers this year

Consumers plan to spread their holiday purchases across fewer retailers this year

Article
Oct 19, 2023

Retail sales growth is expected to be solid over the holidays: However, there’s some cause for concern given that consumers plan to buy from fewer retailers than in years past.

Why Klarna is making an omnichannel push ahead of the holidays

Article
Oct 18, 2023

Buy now, pay later (BNPL) will play a major role in how consumers shop this holiday season as they seek out budget-friendly ways to pay. To capture a bigger share of holiday sales, BNPL provider Klarna has introduced a new suite of tools to help bridge the digital-physical gap with AI-powered technology and shoppable media.

How Walmart, Trader Joe’s, and Target boost holiday impulse purchases

Article
Oct 17, 2023

Over one-third (38%) of US adults have decreased their impulse spending this year, up from 14% in 2022, per a study commissioned by Slickdeals and conducted by OnePoll. As we enter the holiday season, there are still a few ways retailers can encourage impulse purchases, from experimenting with shoppable media and putting seasonal products front and center to anticipating the last-minute needs of customers picking up orders in-store.

Cost concerns are top of mind for this year’s holiday shoppers

Article
Sep 29, 2023

Most shoppers plan to reduce holiday spending this year: Cost concerns are driving consumers to start their holiday shopping early and look for deals.

What back-to-school season tells us about upcoming holiday retail trends

Article
Sep 19, 2023

US ecommerce back-to-school and holiday growth trends are usually pretty similar, but this year, growth will diverge. US ecommerce back-to-school and holiday spending growth were within 1 percentage point of each other in both 2020 and 2021, and closer to 4 percentage points apart in 2022, during a holiday season impacted by inflation, supply chain issues, and geopolitical concerns. This year, we forecast a US back-to-school ecommerce growth rate of 1.5%, slower than our forecast 11.3% holiday retail ecommerce growth.

Learn More About EMARKETER Market Research Tools and Insights.
Our premium research gives you need to unlock digital opportunities and make the right business decisions.
Learn how

4 retail media takeaways from eBay Ads’ holiday guide

Article
Sep 15, 2023

Retail media ads are an important way to boost marketplace spend, but how brands go about advertising requires strategy. When setting up your retail media approach this holiday season, consider which products sell when, what kinds of ads drive conversions, and the importance of discovery in retail media.

Authenticity drives Brooklinen’s paid social success

Article
Sep 05, 2023

Brooklinen is putting an emphasis on authenticity and relatable, real-world experiences in its paid social creative.

Fetch CEO: Gen Z, millennials use rewards programs to afford ‘little treat’ culture

Article
Sep 01, 2023

“Little treat” culture has taken over TikTok. The hashtag #littletreat has amassed 41.4 million views, and video after video shows users justifying their small purchases because they “deserve a little treat.” But little treats can add up. So Gen Z and millennial consumers are using rewards apps to pay for their little luxuries, according to Wes Schroll, CEO of the rewards app Fetch.

Amazon in Canada 2023

Amazon in Canada 2023

Report
Mar 27, 2023

Amazon can stake a claim as one of Canada’s top mass merchants, even without having physical stores. It has reached this milestone after more than three years of accelerated retail ecommerce in the country.

A perfect storm of factors fueled increased returns during the 2022 holiday season

A perfect storm of factors fueled increased returns during the 2022 holiday season

Article
Mar 17, 2023

After two years of outsized growth, ecommerce returns dipped by 2.5% year over year per our estimates, and we now expect ecommerce return rates to approach pre-pandemic levels by 2026

Holiday Shopping in Western Europe

Holiday Shopping in Western Europe

Report
Dec 08, 2022

In this visual report, we dive into major holiday shopping events in 5 Western European countries, as well as total sales and consumer behavior surrounding these events.

Target, Macy’s, and others embrace store-within-a-store concepts

Target, Macy’s, and others embrace store-within-a-store concepts

Article
Oct 31, 2022

The store-within-a-store’ concept gains momentum: The partnerships work well when there’s clear synergy between the brands involved, such as Target and Apple.

Q&A: How Rakuten entices customers to buy in a time of high inflation

Article
Oct 28, 2022

Insider Intelligence spoke with Julie Van Ullen, Managing Director, Rakuten Rewards about the current shift in consumer behavior as a result of inflation and the recent challenges many brands have been facing.

A bleak economic outlook drives European shoppers to cut back on spending

Article
Oct 24, 2022

Winter is coming for European retailers (both literally and figuratively): With economic conditions worsening, retail sales in the UK and throughout continental Europe are poised to slow this holiday season.

The Weekly Listen: Americans' price sensitivity, how Prime Day 2 went, and a physical Netflix store

Audio
Oct 20, 2022

On today's episode, we discuss whether Americans are becoming more price-sensitive, how Amazon's second Prime Day went, whether augmented reality is about more than having fun, what to expect from Netflix's "immersive" shopping experience, how delivery robots are kind of already here, an explanation of the holiday shopping trends we are paying the most attention to, where the song “Take Me Out to the Ball Game” came from, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Blake Droesch and Suzy Davidkhanian.

Powerful data and analysis on nearly every digital topic.

Become a Client

Want more marketing insights?

Sign up for EMARKETER Daily, our free newsletter.

By clicking "Sign Up", you agree to receive emails from EMARKETER (e.g. FYIs, partner content, webinars, and other offers) and accept our Terms of Service and Privacy Policy. You can opt-out at any time.

Thanks for signing up for our newsletter!

You can read recent articles from EMARKETER here.
Already have a subscription?Sign In
Access All Charts and Data
  • Learn about what technologies are transforming your industry
  • Gain exclusive perspectives from top industry leaders
  • Access thousands of data sets and forecasts via our iconic charts
Become a Client
or