2018 Consumer Holiday Shopping Report | OpenX

This year, more than 30% of US consumers have already begun planning their holiday shopping, and nearly 40% will have completed the majority of their shopping before Thanksgiving. In the same context, the entire retail industry has been gearing up for the biggest, and most wonderful, time of the year “the holiday season”.

OpenX has taken a look at recent shopping behavior trends to see how US consumers will shop during the shopping season 2018. So, grab an eggnog and read on to learn more:

Expected Holiday Shopping Spending in the US

  • In general, 26% of US consumers plan to spend more during the holiday season 2018, compared to 56% plan to spend the same.
  • Millennials (41%) and parents (39%) are more likely to spend more than any other group in the US.
  • Gift cards (68%) and apparel (63%) are the top purchased gifts for this holiday shopping season.
  • 60% of shoppers feel overwhelmed by Black Friday and plan to skip shopping on this day altogether. This is compared to 73% who are not overwhelmed by Cyber Monday.

Online Shopping During the Holiday Season 2018

  • 49% of shoppers plan to spend a majority of their holiday budget via online or mobile devices.
  • 65% of consumers and 85% of Millennials plan to use their mobile devices to research holiday shopping.
  • Concerning the attitudes towards online ads, 56% of US consumers are not bothered by ads when they’re relevant, and 59% are more likely to click targeted ads.
  • 31% of US consumers have made a purchase based on an online ad, with 34% of them have made a purchase based on a mobile ad (phone/tablet).

A Graph Shows the Top gifts for the Holiday Season 2018 in the US


Data was driven from a sample of 2,021 adult holiday shoppers in the United States. The survey was conducted online from August 30 to September 6, 2018.

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