Digital Marketing Researches & Reports

2018 Consumer Holiday Shopping Report | OpenX

Shopping Seasons | USA

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. Results show that 26% of US consumers plan to spend more during the holiday season 2018, compared to 56% plan to spend the same. Gift cards (68%) and apparel (63%) are the top purchased gifts for this holiday shopping season.

Top Purchased Gifts for 2018 in the USA - OpenX

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

Content of “2018 Consumer Holiday Shopping” Report:

  • Holiday Shopping 2018.
  • Today’s Consumer Mindset.
  • Spending Snapshot.
  • When Does Holiday Shopping Really Start?
  • Do Black Friday and Cyber Monday Still Matter?
  • How Much of Holiday Shopping Takes Place Online Vs. In Store?
  • Traditional TV Is Rapidly Declining.
  • Mobile Goes Mainstream This Holiday Season.
  • Advertising in a Changed Media Environment.
  • Key Takeaways.

Number of Pages:

  • 12 Pages.


  • Free.


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.


OpenX is a programmatic advertising technology company. The company has developed an integrated technology platform that combines ad server and a real-time bidding exchange with a standard supply-side platform ensuring the highest real-time value for any trade. OpenX powers highly relevant advertising at global scale, delivering quality and value to brands, publishers and consumers across every type of connected screen and ad format. The company’s leading technology aggregates, curates and values consumer interest in real time on one of the world’s largest and highest quality ad exchanges to ensure marketers reach exactly the audience they want.

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