New holiday shopping trends in the U.S.: Midnight shopping boom and the rise of self-gifting

It is learned that on November 21, according to foreign media reports, Zip’s latest consumer survey revealed new trends in holiday shopping behavior, with midnight shopping and giving gifts to oneself becoming new trends.

The survey of more than 16,000 Americans showed that 40% of American consumers choose to make large purchases at midnight, especially because retailers often offer limited-time discounts or special offers late at night. Among them, people aged 25-34 performed the best, with 48% of consumers shopping at midnight, becoming the main force of nighttime consumption.

At the same time, the phenomenon of buying gifts for oneself is heating up. The survey found that 40% of consumers would buy technology products for themselves , and 23% of women prefer beauty and spa products. Not only that, consumers' self-gifts are becoming more and more unique, such as personalized items such as team tickets, tattoos, and night vision goggles.

Despite the diversity of gift options during the holiday season, the survey shows that buying gifts for close family members remains a major challenge for shoppers. 30% of consumers said that choosing gifts for their spouse is the most difficult, while 11% of parents admit that it is difficult to keep up with their children's changing preferences. In addition, there are generational differences in the use of gift guides. 51% of people aged 25-44 rely on gift guides, while the proportion of people aged 18-24 is 39%, while the use rate drops significantly among people over 45 years old, only 15%-30%.

Regarding holiday spending trends, more than a third of Gen Z and millennial shoppers (18-34 years old) said they are embracing "reward spending." 31% plan to spend more on gifts this year than in previous years, 54% said spending will remain the same, and only 15% said they will reduce their budgets. Black Friday and Cyber ​​Monday remain peak shopping days, with 72% of consumers planning to participate. Male shoppers (78%) and consumers aged 25-44 (74%) are most likely to exceed their budgets.

In addition, installment payment services have become an important driving force for holiday shopping. 59% of consumers said they would choose short-term installment payments when shopping during the holidays, and 23% of consumers prefer retailers that offer installment payment services.

Author ✎ Rayna/

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