Study “The State of Consumer Holiday Shopping” by project44

project44, the platform for Supply Chain Visibility, today releases the consumer study The State of Consumer Holiday Shopping 2024. The study sheds light on consumer shopping habits for the upcoming holiday season. More than 1,300 consumers worldwide provided insights into their preferences regarding shipping and sustainability.

(Munich) The results suggest that the phenomenon of “Holiday Creep” – where retailers stock holiday items earlier each year – may be driven by a shift in consumer shopping preferences. In 2024, 68 percent of consumers plan to complete their Christmas and gift shopping before the traditional holiday season (mid-November to December). As the peak season starts earlier, retailers must respond accordingly to the demands and expectations of consumers.

Key findings of the study The State of Consumer Holiday Shopping 2024:

• The majority of consumers (53 percent) stated that they would not pay higher prices for their purchases to arrive on time for the holidays.
• 40 percent of consumers indicated that higher product prices than last year are one of their main concerns regarding their Christmas shopping.
• Another concern for consumers is that retailers are increasing the minimum order values for free shipping or eliminating free shipping altogether (25 percent). Closely followed by the general worry about higher shipping costs than last year (18 percent).
• Consumers are concerned about rising shipping costs and the elimination of free shipping.

Sustainable shopping is becoming increasingly popular among consumers – as long as it is cost-effective:

• 65 percent of consumers would prefer brands that are committed to sustainability. Consumers support brands that focus on sustainability as long as the costs are not too high.
• 51 percent of consumers plan to shop further in advance and opt for a slower shipping method to reduce their carbon footprint.

Consumers avoid unreliable brands

• 58 percent of consumers indicate that they are unlikely to shop with a retailer that does not meet its promised delivery date.

“We are seeing consumers change their purchasing and sustainability habits when it comes to their holiday shopping this year,” says Carson Krieg, Director of Global Alliances at project44. “Shopping for gifts before the peak holiday season can help customers save money, reduce carbon emissions, and limit issues with late deliveries. In 2024, retailers that focus on reliable shipping and reducing CO2 emissions will have a competitive advantage over brands that do not.”

Download the study The State of Consumer Holiday Shopping 2024

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