2017 Holiday Outlook

In-store + online: This holiday, shoppers have it all

Best of both worlds

Almost 90% of consumers are shopping in store this holiday. Most of them will combine the best of both in store and online shopping based on what they’re buying and for whom, according to our 2017 Holiday Outlook.

Find out when and where consumers will shop, what drives their purchasing decisions and how retailers are preparing for the season.

For these and other trends, check out our video and download the report. 


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Explore key findings

1. Make it easy on me >
From product discovery to payment to shipping, consumers are in the driver’s seat

2. At the holidays and all year, a community of commerce >
The store morphs into a more contemporary version of its former self

3. Holiday habits uncover generational preferences >
Young consumers enjoy travel; older consumers like dining out

4. Young Gen Z consumers forge their own path >
Visual social networks dominate product discovery

5. Generous millennial dads put family first >
Early tech adopters lead shopping via smart home devices

6. Home for the holidays . . . or maybe not >
Off to grandma's or a winter vacation

7. Alexa, where’s my stuff? >
More distribution centers closer to population centers mean fewer last-mile snags

8. Goodbye traditional advertising, hello influencers >
Consumers want the unvarnished truth from their peers

Get to know your consumers


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Make it easy on me

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Young Gen Z


Almost 20% of consumers told us they will use their smartphone to pay for in-store purchases this holiday season while close to 10% will use a wearable device such as a smartwatch. Uptake for young consumers aged 13-16, who’ve grown up around smartphones and wearable devices, is higher — at close to 30% for in-store smartphone payment and almost 15% via smartwatch.

Young consumers aged 17-21 (mature Gen Z) as well as urban dwellers in large cities will spend the most on pets this holiday at $71, followed by millennial dads at $70. Of note, mature Gen Z will spend the highest proportion — 9% — of their holiday budget on pets, compared to 4% for pet owners overall.

In the spirit of wellness as a lifestyle, millennials (aged 22-35) are twice as likely as older consumers to take a spa or fitness vacation this holiday while consumers aged 17-21 are more than 4x as likely. Meanwhile, core millennials (aged 26-30) and millennial moms rank spa or salon gift cards almost twice as high on their list of holiday purchases as all consumers.

Contact us

Steve Barr
Consumer Markets Leader
Tel: +1 (415) 498 5190

Allison Stone
Consumer Markets
Tel: +1 (646) 471 8766

Krystin Weseman
Consumer Markets, Senior Analyst
Tel: +1 (312) 298 4238

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