How are consumers celebrating Christmas this year?

A new survey reveals how many consumers will be observing Christmas, as well as where and on what they plan to spend their holiday money.

According to a recent survey of verified buyers from Numerator, 93% of respondents plan to celebrate Christmas this year, with another 3% still undecided. Seven-in-10 respondents planning to celebrate Christmas will make holiday purchase at online retailers, 66% at mass retailers, 39% at grocery stores, 39% at club stores and 23% at dollar stores.

More than eight-in-10 (82%) respondents expect to spend $100 or more on Christmas, and almost half (49%) will spend more than $300. More than one-quarter (27%) say they will spending less on Christmas in 2023 than in 2022.

The top Christmas plan remains to give gifts (77% in 2023 vs. 80% in 2022), with 72% of intended gift buyers expecting to purchase some sort of gift card this holiday season, followed by apparel (54%), toys/games (49%) and home goods (36%). 

Gifts (86% plan to buy) and food (80%) are the top purchases for Christmas 2023, followed by candy (48%), decorations (44%), alcoholic beverages (38%) and pet products (31%). Among those respondents who plan to purchase alcohol for Christmas, wine is the top choice (64%), followed by beer (55%) and spirits (48%). 

Other popular plans for Christmas include decorating the house (69% in 2023 vs. 67% in 2022), cooking/baking something special (68% vs. 64% in 2022), attending or hosting a gathering/party (58%, no change), and attending a public event (18% in 2023 vs. 16% in 2022).

Generational trends

The survey also revealed some differences in how respondents of various generations plan to shop for and celebrate Christmas:

• Gen Z and millennials are the most likely generations to say they plan to travel this Christmas (22%).
• Boomers are the most likely to purchase gift cards (77%), while Gen Z and millennials are the generations most likely to purchase toys or games (55%). 

[Read more: Strong shopper turnout expected — online and in-store — Saturday, Dec. 23]