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November 21, 2023
2023 Christmas Gift
Spending Plans Down Slightly from 2022
Shoppers around the country say they are planning
to spend an average of $793 for gifts this holiday season, down from
$822 last year according to the 39th annual survey on holiday spending
from the American Research Group, Inc. Average planned gift spending for 2023
is $29 below average planned spending in 2022.
In interviews with a random sample of
1,100 adults nationwide conducted November 17 through 20, 2023 (see methodology
for details), the average planned spending of $793 for 2023 is down
about 3.5% from average planned spending in the 2022 survey.
Average planned spending peaked in 2001 at $1,052.
When average planned spending is adjusted for
inflation beginning with the first survey in 1985, the average planned
spending of $793 in 2023 would be worth $280 in 1985. There has been a
decline in real (inflation-adjusted) planned gift spending since 2001.
A total of 27% of shoppers say they plan to make
holiday purchases from catalogs and other direct marketers.
| Year |
Make Purchases From Catalogs |
|
| 2023 |
27% |
| 2022 |
29% |
| 2021 |
28% |
| 2020 |
26% |
| 2019 |
28% |
| 2018 |
31% |
| 2017 |
34% |
| 2016 |
36% |
| 2015 |
31% |
| 2014 |
45% |
| 2013 |
38% |
| 2012 |
40% |
| 2011 |
42% |
| 2010 |
26% |
| 2009 |
36% |
| 2008 |
43% |
| 2007 |
51% |
The average spending for those saying they plan
to make catalog purchases is $1,447, compared to $1,433 in 2022, $1,402 in 2021, $1,457
in 2020, $1,411 in 2019, $1,383 in 2018, $1,451
in 2017, $1,225 in
2016, $794 in 2015, $1,014 in 2014, $1,166 in 2013, $808 in
2012,
$808 in 2011, $560 in 2010, $450 in 2009, $496 in 2008, and $1,022 in
2007.
The planned use of the Internet to purchase gifts
is at 80%, an all-time high for this survey.
| Year |
Make Purchases On the Internet |
|
| 2023 |
80% |
| 2022 |
79% |
| 2021 |
77% |
| 2020 |
73% |
| 2019 |
69% |
| 2018 |
67% |
| 2017 |
61% |
| 2016 |
55% |
| 2015 |
54% |
| 2014 |
54% |
| 2013 |
43% |
| 2012 |
45% |
| 2011 |
37% |
| 2010 |
40% |
| 2009 |
42% |
| 2008 |
30% |
| 2007 |
36% |
The average planned spending by those saying
they will make purchases on the Internet is $949, compared to $944 in
2022, $995 in 2021, $984 in 2020, $1,192 in 2019, $1,206
in 2018, $1,346 in 2017, $1,342 in 2016, $1,027 in 2015, $942
in
2014, $1,109 in 2013, $1,245 in 2012, $714 in 2011, $1,083 in 2010,
$641 in 2009, $536 in 2008, and $967 in 2007.
Shoppers continue to say that they are more apt to
wait for sales. When asked if they will pay full price for the gifts
they purchase this year or if they will wait for the gifts to go on
sale, 12% of shoppers say they plan to pay full price, 64% say they
plan to wait until the items go on sale, and 24% say it will depend on
the gifts.
| Year |
Pay Full Price |
Wait for Sale |
Depends on The Gifts |
|
| 2023 |
12% |
64% |
24% |
| 2022 |
10% |
69% |
21% |
| 2021 |
12% |
65% |
23% |
| 2020 |
14% |
66% |
20% |
| 2019 |
15% |
64% |
21% |
| 2018 |
17% |
62% |
21% |
| 2017 |
20% |
57% |
23% |
| 2016 |
22% |
61% |
17% |
| 2015 |
22% |
51% |
27% |
| 2014 |
17% |
49% |
34% |
| 2013 |
23% |
46% |
31% |
| 2012 |
18% |
54% |
28% |
| 2011 |
16% |
53% |
31% |
| 2010 |
19% |
55% |
26% |
| 2009 |
23% |
53% |
24% |
| 2008 |
14% |
50% |
36% |
| 2007 |
16% |
50% |
34% |
Shoppers
saying they will pay full price plan on spending $1,583, compared to
$1,615 in 2022, $1,607 in 2021, $1,580 in 2020, $1,553 in 2019, $1,542 in 2018, $1,518 in
2017, $1,212 in
2016, $443 in 2015,
$465 in 2014, $930
in 2013, $1,351 in 2012, $751 in 2011, $413 in 2010, $402 in
2009,
$751 in 2008, and $763 in 2007.
Those waiting for sales plan on spending $704, compared to $650 in 2022, $689 in
2021, $709 in 2020, $865 in 2019, $812 in 2018, $860 in
2017, $834 in 2016, $1,032 in 2015, $901 in 2014, $589 in
2013,
$593 in 2012,
$761 in 2011, $667 in 2010, $437 in 2009, $382 in 2008, and $805 in
2007.
And those saying it depends on the gifts plan on
spending $779, compared to $832 in 2022, $844 in 2021, $810 in 2020, $903 in
2019, $938 in 2018, $942 in 2017, $900 in 2016, $955 in
2015, $967 in 2014, $1,071 in 2013, $1,005 in 2012, $396 in
2011,
$1,179 in 2010, $383 in 2009, $373 in 2008, and $993 in 2007.
A total of 72% of consumers say they have started
their Christmas shopping.
| Year |
Have Started Christmas Shopping |
|
| 2023 |
72% |
| 2022 |
74% |
| 2021 |
72% |
| 2020 |
65% |
| 2019 |
60% |
| 2018 |
53% |
| 2017 |
48% |
| 2016 |
39% |
| 2015 |
44% |
| 2014 |
38% |
| 2013 |
38% |
| 2012 |
40% |
| 2011 |
39% |
| 2010 |
38% |
| 2009 |
41% |
| 2008 |
40% |
| 2007 |
43% |
The average planned spending for shoppers who
have already started their holiday shopping is $921, compared to $1,008 in 2022, $1,053 in 2021, $1,105 in 2020, $1,207 in
2019, $1,197 in 2018, $1,227 in 2017, $1,182 in 2016, $636 in
2015,
$666
in 2014, $727 in 2013,
$699 in 2012, $734 in 2011, $1,044 in 2010, $544 in 2009, $602 in 2008,
and $1,068 in 2007.
The average for those who have not started their
shopping is $464, compared to $292 in 2022, $274 in 2021, $379 in
2020, $628 in 2019, $761 in 2018, $756 in 2017, $765 in 2016,
$1,074 in 2015, $1,051 in 2014, $846 in 2013, $950 in 2012, $591 in
2011, $441 in 2010, $329 in 2009, $316 in 2008, and $724 in
2007.
About this survey:
Survey Sponsor: American Research Group, Inc.
The American Research Group has been conducting
national surveys of consumers since 1985.
Sample
Size: 1,100 completed interviews among a random sample of all
adults age 18 and older living in households in the
continental United States (see methodology
for details).
Sample Dates: November 17-20, 2023
Margin of Error: ± 3 percentage points, 95% of the
time, on questions where opinion is evenly split.
Question Wording:
What do you think you
will spend on gifts this Christmas?
Have you started your
Christmas shopping yet?
Will you make any
purchases through catalogs?
Will you make any
purchases on the Internet?
When
you purchase Christmas gifts this year, will you pay full price for the
gifts or will you wait to see if the gifts go on sale?
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