The Biggest Holiday Shoppers of 2024
Move over, Santa - there's a new crew running the holiday shopping show. Our latest Lab42 research reveals that women, millennials, and boomers are the real MVPs of the gift-giving season. And guess what? They're not done shopping yet.
Think you're behind on your holiday shopping? You're in good company. Our data shows 54% of shoppers are still working through their gift lists as Christmas approaches. It turns out procrastination isn't just an art - it's a national holiday tradition.
Meet Your Holiday Shopping All-Stars
Women: The Strategic Specialists
These master planners are already several steps ahead, with 26% having launched their gift missions before Black Friday even rolled around. They're shopping for an average of 8 people, and yes, that includes four-legged family members (23% are making sure pets have their holiday moment). Their approach? A perfectly balanced diet of online and in-store shopping, because sometimes you need to see the sweater in person before buying it in three colors.
Millennials: The Digital Mavens
While millennials may be blamed for upending various industries, they're actually retail's best friends this season. With 24% planning to spend over $1,000 ($125 per lucky recipient), they're putting their money where their mobile phones are. Speaking of phones - that millennial you see scrolling might just be picking out your gift. A solid 53% are doing their shopping online, proving you don't need to battle parking lots to win at gift-giving.
Boomers: The Gifting Veterans
Boomers have mastered the art of practical gifting, with 63% choosing the foolproof gift card strategy. Some (24%) kicked off their shopping back in October, while others (20%) are embracing the eleventh-hour approach. Traditional? Perhaps. But with 27% investing over $800 in holiday cheer, they're showing that experience brings both wisdom and generosity.
What This Means for Retail
Retailers and brands still have an opportunity to finish out the shopping season strong, and remember:
December's still prime time - your late-shopping rush is very much alive
Cross-channel presence isn't just nice, it's necessary
Gift cards remain retail royalty
Pet gifts have graduated from trend to tradition
The Bottom Line
Holiday shopping isn't one-size-fits-all anymore (if it ever was). Whether you're a pre-Black Friday planner or a Christmas Eve champion, the data shows there's room for every shopping style. What matters isn't when you start - it's how thoughtfully you finish.
And yes, all three groups are shopping for their pets. Because apparently, everyone's making sure Santa Paws is coming to town.
