2023 US Holiday Shopper Study! Which categories are attracting attention during Black Friday and Cyber ​​Monday?

According to the latest LTK Holiday Shopper Study, 42% of U.S. consumers intend to shop on Black Friday and Cyber ​​Monday, a 35% increase from last year.

Holiday shoppers will buy early

The survey results show that 38% of respondents will begin holiday shopping in September, a 25% increase from 2022. Among respondents who follow LTK social media creators, this number rises to 45%.

Consumer spending plans

Nearly 80% of consumers and 86% of respondents who follow LTK creators plan to spend more or the same on holiday shopping this year, including gifts for others, home decor and self-gifting.

Creators inspire holiday shopping

The survey also showed that creators are the top source of holiday shopping inspiration among Gen Z and millennial respondents, with the number of millennials looking to creators for holiday shopping advice increasing by 32% over the past year.

Most consumers buy products directly from creators, including 73% of Gen Z, 69% of Millennials, and 57% of the general population. LTK found that 9 out of 10 respondents who rely on creators on its platform for holiday inspiration have purchased gifts based on their recommendations.

Which items are at the top of your holiday gift list?

Overall, entertainment-themed gifts such as music, books, and games are the top choices for the general population as well as Gen Z and Millennial consumers in 2023. Millennials are more likely to give fashion products, while Gen Z tends to give beauty products.

Additionally, when it comes to self-gifting, beauty products take the top spot.

Editor ✎ Nicole/

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