D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Popular gifts & gifting behavior in the United States - statistics & facts
The exchanging of presents is a practice that is seen on several occasions each year, from Valentine’s Day and Father’s Day to more personal events like birthdays and baby showers. Perhaps the most exciting time of year for gift giving, however, is during the end-of-year holiday season, which includes Christmas, Thanksgiving, New Year’s Eve, Hanukkah, just to name a few events. For Christmas, specifically, some of the gifts desired most by American adults included money, gift cards, and apparel.
Just because consumers mostly focus on looking for suitable gifts for their loved ones during the holiday shopping season, does not mean they cannot get themselves a little treat along the way. In 2024, about a third of surveyed shoppers in the United States said they intended to buy themselves a holiday gift too.
A significant share of consumers have been making conscious plans to spend less on gifts per person in 2024 compared to the previous year. By far the most common reason for this was the concern that prices for goods would be higher due to inflation.
Who typically receives gifts?
Given that they believe in Santa Claus more than anyone else, it may come as no surprise that children typically receive presents over Christmas. Specifically, some 60 percent of U.S. consumers said they gave their children gifts during 2023’s holiday season and planned to give them gifts in 2024. That said, kids did not top the list. For both years, partners were the most common intended gift recipients among respondents at just over 60 percent. In terms of what they planned to buy for their significant others, children, family members, and so on, responses consistently included categories, such as apparel and footwear, gift cards, as well as toys and games.Just because consumers mostly focus on looking for suitable gifts for their loved ones during the holiday shopping season, does not mean they cannot get themselves a little treat along the way. In 2024, about a third of surveyed shoppers in the United States said they intended to buy themselves a holiday gift too.
Average spending on gifts
In 2024, the average U.S. consumer expected to spend over one thousand U.S. dollars on holiday gifts, marking the very first time per capita spending reached four digits. Between 2006 and 2023, average spending had remained within the range of 700 to 950 U.S. dollars. In 2024, nearly 30 percent of U.S. holiday shoppers also believed they would be spending more on gifts than they did in the previous year. Specifically, Gen Z were the most likely generaiton to feel like they would be spending more, while more than half of baby boomers were confident shopping for gifts would be as costly as in a typical year.A significant share of consumers have been making conscious plans to spend less on gifts per person in 2024 compared to the previous year. By far the most common reason for this was the concern that prices for goods would be higher due to inflation.
