The holiday season is approaching, and people are starting to think about gifts — what to give, what to ask for, and how to make the season even more special.

At Lab42, we love digging deeper to understand what is happening below the surface, so we surveyed 500 Americans to understand their shopping habits for this holiday season. Below are some of our findings and what they mean for marketers and brands.

1. Early Birds: Shoppers StartING Before Black Friday

Holiday shoppers aren’t waiting for Black Friday. In fact, 69% start before Black Friday, 16% on Black Friday, and 15% wait until after.

Implication for Brands: Start your holiday deals early - even before Black Friday. But don’t forget about those last minute shoppers and keep some special offers for those December shoppers.

2. Big Spenders: Ready, Set, Splurge

Just over half of respondents (51%) plan to spend more than $500 on gifts. This shows that the holiday spirit is alive—people are ready to make their loved ones happy, even if it means spending more.

Key Takeaway for Marketers: Show shoppers why your products are worth it. Highlight quality, unique features, or how your products create memories. This is the season to emphasize value over price.

3. Where Consumers Shop: Online vs. In-Store

Turns out, online shopping isn't everything. Shoppers plan to do 51% of their shopping in-store and 49% online. Notably, 11% of respondents said they will do all their shopping in physical stores.

What This Means for Retailers: People still love to see and touch things before buying them. Make both in-store and online shopping easy and fun. Think about offering easy pickup for online orders or helping people check if items are in stock before they visit.

4. The Perfect Gift? It Might Be Simpler Than You Think

People know what they want this holiday season: gift cards, cash, and clothes top the list. Here's what's interesting: 73% of people drop hints about what they'd like to receive. (And yes, it's totally okay to tell someone you'd love a gift card!)

For Businesses: Make gift cards feel special. Wrap them in nice packaging. Create gift guides that help people pick out clothes. The more you can make practical gifts feel thoughtful, the better.

All Wrapped up with a bow

Our survey reveals a surprisingly practical yet personal approach to holiday shopping in 2024. Shoppers are starting early (goodbye, Black Friday frenzy?), spending thoughtfully, and blending online convenience with in-store experiences. The old “it’s the thought that counts” gets a modern twist—turns out the most thoughtful gift might be exactly what someone hinted at, wrapped in a gift card or tucked into an envelope as cash.

For brands and retailers, the message is clear: meet your customers where they are, whether that's online or in stores, and help them find the perfect gift—even if it's "just" a gift card.

After all, the best holiday strategy is one that makes both gift-givers and receivers happy.

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