Ecommerce industry

Know your customers: 778 online shopping stats to help you sell smarter this year

Jax Connelly, October 11th 2022

As pandemic precautions thaw and budgets tighten under economic pressure, online shoppers are cutting back on the fun stuff to make ends meet.

But according to a recent survey of 3.5K US consumers by Klaviyo and Qualtrics, most consumers plan to spend the same amount on holiday shopping and online purchases this year as last—and some will spend significantly more.

Inflation is forcing people across demographic lines to devote more of their monthly budgets to essentials like transportation, utilities, and groceries. But instead of making budget cuts across the board, different demographic sets are simply choosing their discretionary spending more carefully, increasing budgets for some categories and decreasing them for others.

Instead of making budget cuts across the board, different demographic sets are simply choosing their discretionary spending more carefully.

What that means for businesses: As long as they get smarter about who, specifically, they’re targeting with which product categories, ecommerce brands and brick-and-mortar retailers alike should be well-poised to earn consumers’ trust and loyalty—and their business.

Read on for 778 online shopping stats that will help you better understand how your prospects and customers plan to shop this holiday season—and what you can do to make sure you’re meeting their expectations.

Want to dive into the full research? Check out our ecommerce trends by demographic guide.

Table of contents

Online shopping statistics: key takeaways

Inflation is here—and people are feeling it

  • 99% of survey respondents are aware inflation is affecting the cost of goods and services.
  • 98% believe inflation will persist for at least another 6 months.
  • For 67% of respondents, inflation is currently affecting their spending decisions.
  • For another 24% of respondents, inflation will soon affect their spending decisions.
  • Only 2% of respondents say inflation will not have a very strong impact on their spending plans.
  • By BFCM 2022, inflation will affect purchasing decisions for more than 90% of consumers.

Essentials make up the majority of monthly budgets

  • Food + beverage spending makes up 20% of monthly spending budgets, including grocery store visits and online grocery purchases.
  • Transportation makes up 13% of monthly spending.
  • Utilities make up another 13%.
  • Outside those essentials, people put the majority of their extra cash toward:
    • Traveling for fun: 9%
    • Entertainment outside the home: 9%
    • Health products: 6%
    • Apparel + accessories: 6%
    • Beauty products: 5%
  • 73% of people report that their spending on utilities has increased compared to last year.
  • 67% say their spending on transportation has increased compared to last year.
  • 61% say their spending on food, beverage, and groceries has increased this year compared to last year.

People are spending less in discretionary areas

  • 29% of people have reduced their spending on their hobbies (like arts and crafts) this year compared to last.
  • 28% have reduced their spending on entertainment outside the home.
  • 28% have reduced their spending on apparel + accessories.
  • 27% have reduced their spending on jewelry + watches.
  • 27% have reduced their spending on home decor + furniture.

In-store shopping is here to stay

  • Only 13% of people plan to do their holiday shopping entirely online.
  • 75% of people plan to do 50-75% of their holiday shopping online.
  • 12% of people plan to do 50-75% of their holiday shopping in person.
  • 67% of people say this is no change to how they shopped in previous years.

Most people spend at least $250 on holiday gifts

  • 83% of people say they spent, on average, at least $250 on gifts for the last few holiday seasons.
  • 28% of people say they spent between $500-999.
  • 24% of people say they spent between $250-499.
  • 15% of people say they spent between $1,000-1,499.

…but that could change this year

  • 54% of people plan to spend roughly the same amount this year.
  • 35% of people plan on reducing their spend this year.
  • 11% of people plan on increasing their spend this year.
  • Of the 11% who plan on increasing their spend:
    • 26% plan to increase it by $250-499
    • 25% plan to increase it by $100-249
    • 19% plan to increase it $50-199

Online shopping stats: generational differences

Is inflation currently impacting your spending habits?

  • Boomers
    • Inflation is affecting my spending decisions right now: 66%
    • Inflation will be affecting my future spending decision: 20%
    • Inflation is not currently and will not affect my spending decisions: 14%
  • Gen X
    • Inflation is affecting my spending decisions right now: 73%
    • Inflation will be affecting my future spending decision: 19%
    • Inflation is not currently and will not affect my spending decisions: 8%
  • Millennials
    • Inflation is affecting my spending decisions right now: 73%
    • Inflation will be affecting my future spending decision: 20%
    • Inflation is not currently and will not affect my spending decisions: 7%
  • Gen Z
    • Inflation is affecting my spending decisions right now: 68%
    • Inflation will be affecting my future spending decision: 25%
    • Inflation is not currently and will not affect my spending decisions: 7%

How much of an impact will inflation continue to have on your spending plans?

  • Boomers
    • Very strong impact: 19%
    • Strong impact: 38%
    • Somewhat of an impact: 39%
    • Not very strong impact: 4%
    • No impact at all: 0%
  • Gen X
    • Very strong impact: 33%
    • Strong impact: 37%
    • Somewhat of an impact: 28%
    • Not very strong impact: 2%
    • No impact at all: 0%
  • Millennials
    • Very strong impact: 34%
    • Strong impact: 43%
    • Somewhat of an impact: 22%
    • Not very strong impact: 1%
    • No impact at all: 0%
  • Gen Z
    • Very strong impact: 26%
    • Strong impact: 48%
    • Somewhat of an impact: 25%
    • Not very strong impact: 1%
    • No impact at all: 0%

How has your spending changed in 2022?

  • Top 5 categories in which boomers say their spending has increased
    • Utilities: 71%
    • Transportation (gas, car payments, transit passes, etc.): 69%
    • Food + bev, including grocery: 64%
    • Education: 53%
    • Health products: 46%
  • Top 5 categories in which boomers say their spending has decreased
    • Jewelry + watches: 38%
    • Entertainment outside the home: 35%
    • Hobbies: 31%
    • Beauty products: 31%
    • Apparel + accessories: 29%
  • Top 5 categories in which Gen X says their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 68%
    • Utilities: 68%
    • Food + bev, including grocery: 61%
    • Education: 47%
    • Health products: 45%
  • Top 5 categories in which Gen X says their spending has decreased
    • Home decor + furniture: 39%
    • Hobbies: 37%
    • Apparel + accessories: 35%
    • Entertainment outside the home: 33%
    • Travel for fun (vacationing): 32%
  • Top 5 categories in which millennials say their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 65%
    • Utilities: 64%
    • Food + bev, including grocery: 59%
    • Education: 47%
    • Health products: 43%
  • Top 5 categories in which millennials say their spending has decreased
    • Home decor + furniture: 29%
    • Entertainment outside the home: 29%
    • Hobbies: 28%
    • Apparel + accessories: 27%
    • Travel for fun (vacationing): 26%
  • Top 5 categories in which Gen Z says their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 71%
    • Utilities: 59%
    • Food + bev, including grocery: 57%
    • Health products: 48%
    • Electronics: 44%
  • Top 5 categories in which Gen Z says their spending has decreased:
    • Hobbies: 36%
    • Apparel + accessories: 27%
    • Travel for fun (vacationing): 21%
    • Home decor + furniture: 16%
    • Entertainment outside the home: 15%

In what retail sectors do you plan to increase your spend this year?

  • Boomers
    • Apparel + accessories: 29%
    • Jewelry: 50%
    • Electronics: 29%
    • Food + bev: 45%
    • Home decor: 38%
    • Fitness: 50%
    • Hobbies: 57%
    • Beauty products: 31%
    • Health products: 48%
  • Gen X
    • Apparel + accessories: 26%
    • Jewelry: 56%
    • Electronics: 48%
    • Food + bev: 64%
    • Home decor: 29%
    • Fitness: 45%
    • Hobbies: 8%
    • Beauty products: 42%
    • Health products: 66%
  • Millennials
    • Apparel + accessories: 33%
    • Jewelry: 43%
    • Electronics: 38%
    • Food + bev: 49%
    • Home decor: 34%
    • Fitness: 54%
    • Hobbies: 30%
    • Beauty products: 35%
    • Health products: 58%
  • Gen Z
    • Apparel + accessories: 33%
    • Jewelry: 29%
    • Electronics: 50%
    • Food + bev: 55%
    • Home decor: 38%
    • Fitness: 33%
    • Hobbies: 67%
    • Beauty products: 30%
    • Health products: 67%

Where do you plan on doing your holiday shopping this year?

  • Boomers
    • 100% online: 10%
    • 75% online: 30%
    • 50/50: 41%
    • 75% in person: 11%
    • 100% in person: 8%
  • Gen X
    • 100% online: 9%
    • 75% online: 35%
    • 50/50: 43%
    • 75% in person: 10%
    • 100% in person: 3%
  • Millennials
    • 100% online: 12%
    • 75% online: 39%
    • 50/50: 40%
    • 75% in person: 7%
    • 100% in person: 2%
  • Gen Z
    • 100% online: 15%
    • 75% online: 31%
    • 50/50: 45%
    • 75% in person: 7%
    • 100% in person: 2%

How is this different from last year?

  • Boomers
    • Did most of my shopping online last year: 22%
    • No difference: 73%
    • Did most of my shopping in person last year: 5%
  • Gen X
    • Did most of my shopping online last year: 27%
    • No difference: 67%
    • Did most of my shopping in person last year: 6%
  • Millennials
    • Did most of my shopping online last year: 32%
    • No difference: 61%
    • Did most of my shopping in person last year: 7%
  • Gen Z
    • Did most of my shopping online last year: 32%
    • No difference: 59%
    • Did most of my shopping in person last year: 9%

How much do you typically spend on holiday gifts?

  • Boomers
    • <$100: 4%
    • $100-249: 7%
    • $250-499: 24%
    • $500-999: 31%
    • $1,000-1,499: 16%
    • $1,500-1,999: 8%
    • >$2,000: 10%
  • Gen X
    • <$100: 3%
    • $100-249: 8%
    • $250-499: 19%
    • $500-999: 32%
    • $1,000-1,499: 17%
    • $1,500-1,999: 10%
    • >$2,000: 11%
  • Millennials
    • <$100: 3%
    • $100-249: 11%
    • $250-499: 22%
    • $500-999: 29%
    • $1,000-1,499: 17%
    • $1,500-1,999: 9%
    • >$2,000: 9%
  • Gen Z
    • <$100: 4%
    • $100-249: 18%
    • $250-499: 29%
    • $500-999: 22%
    • $1,000-1,499: 13%
    • $1,500-1,999: 7%
    • >$2,000: 7%

Is that amount changing this year?

  • Boomers
    • I plan on spending more: 6%
    • I plan on spending the same: 62%
    • I plan on spending less: 32%
  • Gen X
    • I plan on spending more: 9%
    • I plan on spending the same: 53%
    • I plan on spending less: 38%
  • Millennials
    • I plan on spending more: 21%
    • I plan on spending the same: 50%
    • I plan on spending less: 29%
  • Gen Z
    • I plan on spending more: 31%
    • I plan on spending the same: 59%
    • I plan on spending less: 10%

By how much are you planning on increasing?

  • Boomers
    • <$50: 2%
    • $50-199: 23%
    • $200-249: 20%
    • $250-499: 35%
    • $500-999: 6%
    • >$1,000: 14%
  • Gen X
    • <$50: 4%
    • $50-199: 17%
    • $200-249: 17%
    • $250-499: 27%
    • $500-999: 20%
    • >$1,000: 15%
  • Millennials
    • <$50: 3%
    • $50-199: 18%
    • $200-249: 25%
    • $250-499: 27%
    • $500-999: 14%
    • >$1,000: 14%
  • Gen Z
    • <$50: 2%
    • $50-199: 14%
    • $200-249: 31%
    • $250-499: 21%
    • $500-999: 14%
    • >$1,000: 17%

By how much are you planning on decreasing?

  • Boomers
    • <$50: 8%
    • $50-199: 22%
    • $200-249: 25%
    • $250-499: 30%
    • $500-999: 12%
    • >$1,000: 3%
  • Gen X
    • <$50: 7%
    • $50-199: 22%
    • $200-249: 25%
    • $250-499: 29%
    • $500-999: 12%
    • >$1,000: 5%
  • Millennials
    • <$50: 5%
    • $50-199: 24%
    • $200-249: 25%
    • $250-499: 28%
    • $500-999: 14%
    • >$1,000: 5%
  • Gen Z
    • <$50: 21%
    • $50-199: 43%
    • $200-249: 21%
    • $250-499: 7%
    • $500-999: 7%
    • >$1,000: 0%

Online shopping stats: parents vs. non-parents

Is inflation currently impacting your spending habits?

  • Parents
    • Inflation is affecting my spending decisions right now: 74%
    • Inflation will be affecting my future spending decision: 19%
    • Inflation is not currently and will not affect my spending decisions: 7%
  • Non-parents
    • Inflation is affecting my spending decisions right now: 68%
    • Inflation will be affecting my future spending decision: 20%
    • Inflation is not currently and will not affect my spending decisions: 12%

How much of an impact will inflation continue to have on your spending plans?

  • Parents:
    • Very strong impact: 35%
    • Strong impact: 41%
    • Somewhat of an impact: 23%
    • Not very strong impact: 1%
    • No impact at all: 0%
  • Non-parents:
    • Very strong impact: 22%
    • Strong impact: 39%
    • Somewhat of an impact: 36%
    • Not very strong impact: 3%
    • No impact at all: 0%

How has your spending changed in 2022?

  • Top 5 categories in which parents say their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 69%
    • Utilities: 68%
    • Food + bev, including grocery: 62%
    • Health products: 46%
    • Education: 46%
  • Top 5 categories in which parents say their spending has decreased
    • Hobbies: 30%
    • Apparel + accessories: 30%
    • Entertainment outside the home: 30%
    • Travel for fun (vacationing): 29%
    • Home decor + furniture: 29%
  • Top 5 categories in which non-parents say their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 68%
    • Utilities: 66%
    • Food + bev, including grocery: 61%
    • Education: 55%
    • Health products: 44%
  • Top 5 categories in which non-parents say their spending has decreased
    • Jewelry and watches: 31%
    • Hobbies: 31%
    • Home decor + furniture: 29%
    • Entertainment outside the home: 28%
    • Apparel + accessories: 27%

In what retail sectors do you plan to increase your spend this year?

  • Parents
    • Apparel + accessories: 32%
    • Jewelry: 50%
    • Electronics: 48%
    • Food + bev: 58%
    • Home decor: 39%
    • Fitness: 52%
    • Hobbies: 33%
    • Beauty products: 35%
    • Health products: 57%
  • Non-parents
    • Apparel + accessories: 27%
    • Jewelry: 25%
    • Electronics: 24%
    • Food + bev: 52%
    • Home decor: 19%
    • Fitness: 54%
    • Hobbies: 27%
    • Beauty products: 33%
    • Health products: 60%

Where do you plan on doing your holiday shopping this year?

  • Parents
    • 100% online: 10%
    • 75% online: 38%
    • 50/50: 42%
    • 75% in person: 7%
    • 100% in person: 3%
  • Non-parents
    • 100% online: 10%
    • 75% online: 31%
    • 50/50: 40%
    • 75% in person: 12%
    • 100% in person: 7%

How is this different from last year?

  • Parents
    • Did most of my shopping online last year: 31%
    • No difference: 63%
    • Did most of my shopping in person last year: 7%
  • Non-parents
    • Did most of my shopping online last year: 23%
    • No difference: 70%
    • Did most of my shopping in person last year: 7%

How much do you typically spend on holiday gifts?

  • Parents
    • <$100: 2%
    • $100-249: 8%
    • $250-499: 20%
    • $500-999: 30%
    • $1,000-1,499: 19%
    • $1,500-1,999: 11%
    • >$2,000: 10%
  • Non-parents
    • <$100: 4%
    • $100-249: 10%
    • $250-499: 24%
    • $500-999: 31%
    • $1,000-1,499: 14%
    • $1,500-1,999: 7%
    • >$2,000: 9%

Is that amount changing this year?

  • Parents
    • I plan on spending more: 17%
    • I plan on spending the same: 51%
    • I plan on spending less: 32%
  • Non-parents
    • I plan on spending more: 8%
    • I plan on spending the same: 59%
    • I plan on spending less: 33%

By how much are you planning on increasing?

  • Parents
    • <$50: 2%
    • $50-199: 12%
    • $200-249: 24%
    • $250-499: 30%
    • $500-999: 16%
    • >$1,000: 16%
  • Non-parents
    • <$50: 3%
    • $50-199: 27%
    • $200-249: 20%
    • $250-499: 24%
    • $500-999: 14%
    • >$1,000: 12%

By how much are you planning on decreasing?

  • Parents
    • <$50: 5%
    • $50-199: 23%
    • $200-249: 24%
    • $250-499: 28%
    • $500-999: 15%
    • >$1,000: 5%
  • Non-parents
    • <$50: 8%
    • $50-199: 23%
    • $200-249: 26%
    • $250-499: 28%
    • $500-999: 11%
    • >$1,000: 4%

Online shopping stats: partnered people vs. single people

Is inflation currently impacting your spending habits?

  • Partnered people
    • Inflation is affecting my spending decisions right now: 72%
    • Inflation will be affecting my future spending decision: 19%
    • Inflation is not currently and will not affect my spending decisions: 9%
  • Single people
    • Inflation is affecting my spending decisions right now: 66%
    • Inflation will be affecting my future spending decision: 23%
    • Inflation is not currently and will not affect my spending decisions: 11%

How much of an impact will inflation continue to have on your spending plans?

  • Partnered people
    • Very strong impact: 29%
    • Strong impact: 39%
    • Somewhat of an impact: 30%
    • Not very strong impact: 2%
    • No impact at all: 0%
  • Single people
    • Very strong impact: 28%
    • Strong impact: 41%
    • Somewhat of an impact: 28%
    • Not very strong impact: 3%
    • No impact at all: 0%

How has your spending changed in 2022?

  • Top 5 categories in which partnered people say their spending has increased
    • Utilities: 68%
    • Transportation (gas, car payments, transit passes, etc.): 68%
    • Food + bev, including grocery: 62%
    • Education: 47%
    • Health products: 45%
  • Top 5 categories in which partnered people say their spending has decreased
    • Home decor + furniture: 30%
    • Entertainment outside the home: 30%
    • Hobbies: 29%
    • Apparel + accessories: 29%
    • Travel for fun (vacationing): 27%
  • Top 5 categories in which single people say their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 67%
    • Utilities: 62%
    • Food + bev, including grocery: 56%
    • Education: 47%
    • Health products: 41%
  • Top 5 categories in which single people say their spending has decreased
    • Hobbies: 39%
    • Jewelry and watches: 38%
    • Entertainment outside the home: 32%
    • Apparel + accessories: 29%
    • Travel for fun (vacationing): 27%

In what retail sectors do you plan to increase your spend this year?

  • Partnered people
    • Apparel + accessories: 30%
    • Jewelry: 56%
    • Electronics: 42%
    • Food + bev: 55%
    • Home decor: 33%
    • Fitness: 47%
    • Hobbies: 26%
    • Beauty products: 36%
    • Health products: 56%
  • Single people
    • Apparel + accessories: 31%
    • Jewelry: 20%
    • Electronics: 33%
    • Food + bev: 49%
    • Home decor: 36%
    • Fitness: 54%
    • Hobbies: 50%
    • Beauty products: 39%
    • Health products: 67%

Where do you plan on doing your holiday shopping this year?

  • Partnered people
    • 100% online: 10%
    • 75% online: 36%
    • 50/50: 41%
    • 75% in person: 9%
    • 100% in person: 4%
  • Single people
    • 100% online: 13%
    • 75% online: 29%
    • 50/50: 41%
    • 75% in person: 11%
    • 100% in person: 6%

How is this different from last year?

  • Partnered people
    • Did most of my shopping online last year: 27%
    • No difference: 67%
    • Did most of my shopping in person last year: 6%
  • Single people
    • Did most of my shopping online last year: 26%
    • No difference: 67%
    • Did most of my shopping in person last year: 7%

How much do you typically spend on holiday gifts?

  • Partnered people
    • <$100: 3%
    • $100-249: 8%
    • $250-499: 21%
    • $500-999: 30%
    • $1,000-1,499: 17%
    • $1,500-1,999: 10%
    • >$2,000: 11%
  • Single people
    • <$100: 5%
    • $100-249: 14%
    • $250-499: 26%
    • $500-999: 29%
    • $1,000-1,499: 13%
    • $1,500-1,999: 6%
    • >$2,000: 7%

Is that amount changing this year?

  • Partnered people
    • I plan on spending more: 12%
    • I plan on spending the same: 56%
    • I plan on spending less: 32%
  • Single people
    • I plan on spending more: 16%
    • I plan on spending the same: 57%
    • I plan on spending less: 27%

By how much are you planning on increasing?

  • Partnered people
    • <$50: 3%
    • $50-199: 16%
    • $200-249: 21%
    • $250-499: 31%
    • $500-999: 15%
    • >$1,000: 14%
  • Single people
    • <$50: 3%
    • $50-199: 22%
    • $200-249: 30%
    • $250-499: 17%
    • $500-999: 12%
    • >$1,000: 16%

By how much are you planning on decreasing?

  • Partnered people
    • <$50: 5%
    • $50-199: 22%
    • $200-249: 26%
    • $250-499: 29%
    • $500-999: 14%
    • >$1,000: 4%
  • Single people
    • <$50: 10%
    • $50-199: 30%
    • $200-249: 23%
    • $250-499: 26%
    • $500-999: 7%
    • >$1,000: 4%

Online shopping stats: income-based differences

Is inflation currently impacting your spending habits?

  • <$75K
    • Inflation is affecting my spending decisions right now: 76%
    • Inflation will be affecting my future spending decision: 18%
    • Inflation is not currently and will not affect my spending decisions: 6%
  • $75K-100K
    • Inflation is affecting my spending decisions right now: 73%
    • Inflation will be affecting my future spending decision: 18%
    • Inflation is not currently and will not affect my spending decisions: 9%
  • $100K-150K
    • Inflation is affecting my spending decisions right now: 69%
    • Inflation will be affecting my future spending decision: 21%
    • Inflation is not currently and will not affect my spending decisions: 10%
  • $150K-200K
    • Inflation is affecting my spending decisions right now: 66%
    • Inflation will be affecting my future spending decision: 22%
    • Inflation is not currently and will not affect my spending decisions: 12%
  • $200K-500K
    • Inflation is affecting my spending decisions right now: 57%
    • Inflation will be affecting my future spending decision: 21%
    • Inflation is not currently and will not affect my spending decisions: 22%

How much of an impact will inflation continue to have on your spending plans?

  • <$75K
    • Very strong impact: 34%
    • Strong impact: 39%
    • Somewhat of an impact: 25%
    • Not very strong impact: 2%
    • No impact at all: 0%
  • $75K-100K
    • Very strong impact: 27%
    • Strong impact: 45%
    • Somewhat of an impact: 26%
    • Not very strong impact: 2%
    • No impact at all: 0%
  • $100K-150K
    • Very strong impact: 27%
    • Strong impact: 38%
    • Somewhat of an impact: 33%
    • Not very strong impact: 2%
    • No impact at all: 0%
  • $150K-200K
    • Very strong impact: 27%
    • Strong impact: 38%
    • Somewhat of an impact: 31%
    • Not very strong impact: 3%
    • No impact at all: 0%
  • $200K-500K
    • Very strong impact: 18%
    • Strong impact: 39%
    • Somewhat of an impact: 39%
    • Not very strong impact: 4%
    • No impact at all: 0%

How has your spending changed in 2022?

  • Top 5 categories in which people with household incomes <$75K say their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 68%
    • Utilities: 67%
    • Food + bev, including grocery: 61%
    • Education: 53%
    • Health products: 46%
  • Top 5 categories in which people with household incomes <$75K say their spending has decreased
    • Home decor + furniture: 43%
    • Entertainment outside the home: 39%
    • Apparel + accessories: 37%
    • Jewelry + watches: 36%
    • Hobbies: 35%
  • Top 5 categories in which people with household incomes $75K-100K say their spending has increased
    • Utilities: 67%
    • Transportation (gas, car payments, transit passes, etc.): 63%
    • Food + bev, including grocery: 59%
    • Health products: 40%
    • Education: 38%
  • Top 5 categories in which people with household incomes $75K-100K say their spending has decreased
    • Jewelry + watches: 36%
    • Hobbies: 34%
    • Home decor + furniture: 33%
    • Entertainment outside the home: 32%
    • Travel for fun (vacationing): 32%
  • Top 5 categories in which people with household incomes $100-150K say their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 69%
    • Utilities: 67%
    • Food + bev, including grocery: 63%
    • Health products: 44%
    • Education: 44%
  • Top 5 categories in which people with household incomes $100-150K say their spending has decreased
    • Hobbies: 29%
    • Jewelry + watches: 26%
    • Travel for fun (vacationing): 25%
    • Entertainment outside the home: 24%
    • Apparel + accessories: 23%
  • Top 5 categories in which people with household incomes $150K-200K say their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 71%
    • Utilities: 65%
    • Food + bev, including grocery: 63%
    • Electronics: 60%
    • Work-related items (tools, tech products, office supplies): 49%
  • Top 5 categories in which people with household incomes $150K-200K say their spending has decreased
    • Entertainment outside the home: 31%
    • Home decor + furniture: 29%
    • Apparel + accessories: 26%
    • Hobbies: 24%
    • Jewelry + watches: 22%
  • Top 5 categories in which people with household incomes $200-500K say their spending has increased
    • Transportation (gas, car payments, transit passes, etc.): 70%
    • Utilities: 67%
    • Food + bev, including grocery: 57%
    • Work-related items (tools, tech products, office supplies): 56%
    • At home entertainment: 54%
  • Top 5 categories in which people with household incomes $200-500K say their spending has decreased
    • Hobbies: 48%
    • Electronics: 21%
    • Apparel + accessories: 21%
    • Entertainment outside the home: 19%
    • Fitness and sporting goods equipment: 18%

In what retail sectors do you plan to increase your spend this year?

  • <$75K
    • Apparel + accessories: 26%
    • Jewelry: 43%
    • Electronics: 70%
    • Food + bev: 42%
    • Home decor: 29%
    • Fitness: 60%
    • Hobbies: 50%
    • Beauty products: 39%
    • Health products: 50%
  • $75K-100K
    • Apparel + accessories: 37%
    • Jewelry: 50%
    • Electronics: 25%
    • Food + bev: 56%
    • Home decor: 45%
    • Fitness: 63%
    • Hobbies: 18%
    • Beauty products: 32%
    • Health products: 63%
  • $100K-150K
    • Apparel + accessories: 31%
    • Jewelry: 33%
    • Electronics: 37%
    • Food + bev: 56%
    • Home decor: 26%
    • Fitness: 35%
    • Hobbies: 24%
    • Beauty products: 36%
    • Health products: 60%
  • $150K-200K
    • Apparel + accessories: 38%
    • Jewelry: 50%
    • Electronics: 67%
    • Food + bev: 73%
    • Home decor: 42%
    • Fitness: 71%
    • Hobbies: 25%
    • Beauty products: 25%
    • Health products: 80%
  • $200K-500K
    • Apparel + accessories: 17%
    • Jewelry: 40%
    • Electronics: 12%
    • Food + bev: 52%
    • Home decor: 50%
    • Fitness: 15%
    • Hobbies: 50%
    • Beauty products: 56%
    • Health products: 20%

Where do you plan on doing your holiday shopping this year?

  • <$75K
    • 100% online: 12%
    • 75% online: 28%
    • 50/50: 43%
    • 75% in person: 11%
    • 100% in person: 6%
  • $75K-100K
    • 100% online: 9%
    • 75% online: 36%
    • 50/50: 39%
    • 75% in person: 11%
    • 100% in person: 5%
  • $100K-150K:
    • 100% online: 9%
    • 75% online: 36%
    • 50/50: 42%
    • 75% in person: 8%
    • 100% in person: 5%
  • $150K-200K
    • 100% online: 8%
    • 75% online: 43%
    • 50/50: 39%
    • 75% in person: 6%
    • 100% in person: 4%
  • $200K-500K
    • 100% online: 15%
    • 75% online: 34%
    • 50/50: 44%
    • 75% in person: 4%
    • 100% in person: 3%

How is this different from last year?

  • <$75K
    • Did most of my shopping online last year: 28%
    • No difference: 66%
    • Did most of my shopping in person last year: 6%
  • $75K-100K
    • Did most of my shopping online last year: 25%
    • No difference: 68%
    • Did most of my shopping in person last year: 7%
  • $100K-150K
    • Did most of my shopping online last year: 27%
    • No difference: 67%
    • Did most of my shopping in person last year: 6%
  • $150K-200K
    • Did most of my shopping online last year: 28%
    • No difference: 65%
    • Did most of my shopping in person last year: 7%
  • $200K-500K
    • Did most of my shopping online last year: 29%
    • No difference: 65%
    • Did most of my shopping in person last year: 6%

How much do you typically spend on holiday gifts?

  • <$75K
    • <$100: 5%
    • $100-249: 13%
    • $250-499: 29%
    • $500-999: 31%
    • $1,000-1,499: 12%
    • $1,500-1,999: 5%
    • >$2,000: 5%
  • $75K-100K
    • <$100: 3%
    • $100-249: 10%
    • $250-499: 24%
    • $500-999: 34%
    • $1,000-1,499: 16%
    • $1,500-1,999: 7%
    • >$2,000: 6%
  • $100K-150K
    • <$100: 2%
    • $100-249: 8%
    • $250-499: 20%
    • $500-999: 29%
    • $1,000-1,499: 19%
    • $1,500-1,999: 11%
    • >$2,000: 11%
  • $150K-200K
    • <$100: 2%
    • $100-249: 7%
    • $250-499: 15%
    • $500-999: 26%
    • $1,000-1,499: 22%
    • $1,500-1,999: 12%
    • >$2,000: 16%
  • $200K-500K
    • <$100: 2%
    • $100-249: 3%
    • $250-499: 10%
    • $500-999: 25%
    • $1,000-1,499: 17%
    • $1,500-1,999: 17%
    • >$2,000: 25%

Is that amount changing this year?

  • <$75K
    • I plan on spending more: 12%
    • I plan on spending the same: 53%
    • I plan on spending less: 35%
  • $75K-100K
    • I plan on spending more:11%
    • I plan on spending the same: 57%
    • I plan on spending less: 32%
  • $100K-150K
    • I plan on spending more: 14%
    • I plan on spending the same: 54%
    • I plan on spending less: 32%
  • $150K-200K
    • I plan on spending more: 14%
    • I plan on spending the same: 58%
    • I plan on spending less: 28%
  • $200K-500K
    • I plan on spending more: 16%
    • I plan on spending the same: 63%
    • I plan on spending less: 21%

By how much are you planning on increasing?

  • <$75K
    • <$50: 4%
    • $50-199: 30%
    • $200-249: 28%
    • $250-499: 19%
    • $500-999: 11%
    • >$1,000: 8%
  • $75K-100K
    • <$50: 4%
    • $50-199: 19%
    • $200-249: 32%
    • $250-499: 23%
    • $500-999: 13%
    • >$1,000: 9%
  • $100K-150K
    • <$50: 3%
    • $50-199: 13%
    • $200-249: 20%
    • $250-499: 33%
    • $500-999: 14%
    • >$1,000: 17%
  • $150K-200K
    • <$50: 0%
    • $50-199: 15%
    • $200-249: 10%
    • $250-499: 34%
    • $500-999: 28%
    • >$1,000: 12%
  • $200K-500K
    • <$50: 0%
    • $50-199: 9%
    • $200-249: 22%
    • $250-499: 25%
    • $500-999: 13%
    • >$1,000: 31%

By how much are you planning on decreasing?

  • <$75K
    • <$50: 9%
    • $50-199: 31%
    • $200-249: 25%
    • $250-499: 26%
    • $500-999: 6%
    • >$1,000: 3%
  • $75K-100K
    • <$50: 6%
    • $50-199: 25%
    • $200-249: 25%
    • $250-499: 20%
    • $500-999: 10%
    • >$1,000: 4%
  • $100K-150K
    • <$50: 5%
    • $50-199: 20%
    • $200-249: 26%
    • $250-499: 27%
    • $500-999: 16%
    • >$1,000: 6%
  • $150K-200K
    • <$50: 5%
    • $50-199: 12%
    • $200-249: 23%
    • $250-499: 32%
    • $500-999: 24%
    • >$1,000: 4%
  • $200K-500K
    • <$50: 5%
    • $50-199: 9%
    • $200-249: 25%
    • $250-499: 36%
    • $500-999: 20%
    • >$1,000: 5%

Get the full report: how your audience is spending their money this holiday season

Want the story behind these 778 data points? Get the full scoop in our ecommerce trends guide, including a breakdown of how each different demographic plans to spend their money this holiday season.

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Jax Connelly
Jax Connelly
Lead editor
Jax Connelly (they/she) is lead editor at Klaviyo.