Abstract
In this report, Mintel provides an array of data for understanding factors contributing to the status and future of the U.S. holiday market. Mintel analyzes each individual market to understand trends over the last six years. Mintel' s report on consumer holiday shopping attitudes and behavior, Holiday Shopping: The Consumer, will be published separately.
Although holiday spending can include goods ranging from food to automobiles, this report concentrates on the goods usually sold only during holiday seasons: decorations, gifts, confectionary and greeting cards. Holiday shopping translates to a wide spectrum of goods, from small, handcrafted artworks to high-ticketed luxury items. This report breaks down the types of goods that are most commonly purchased for each holiday.
Specifically, consumer expenditures for the following holidays are included in this report:
- New Year' s
- Valentine' s Day
- St. Patrick' s Day
- Easter
- Mother' s Day
- Memorial Day
- Father' s Day
- Independence Day
- Labor Day
- Halloween
- Thanksgiving
- Hanukkah
- Christmas
- Kwanzaa
Specific insights include:
- The winter holiday season is responsible for 90% of the market, with Halloween showing the greatest rate increase in sales.
- Prepaid gift cards are helping transform the nature of holiday sales, demonstrating a strong desire for convenience and speed.
- Spending on holiday-related goods generates sales in a variety of categories and is strongly influenced by marketing and merchandising efforts.
- Online retail has caught up with holiday shopping. This report shows how Cyber Monday now rivals Black Friday for winter holiday sales, and how the Internet has affected traditional retail trends.
- Holiday shopping is a market driven by consumer emotions. Fond memories and traditions play an important role, which differentiates holiday shopping from traditional retail markets.
- The holiday market is now spread across the entire year as retailers are stocking seasonal items earlier. For instance, the winter holiday season now begins in early November, well before Black Friday. This report shows how that has affected holiday sales.
As defined in this report, holiday shopping includes consumer expenditures on holiday-specific items, including products such as seasonal home decorations and gifts. The definition also includes retail expenditures on food and drink, where available, for holiday-specific consumption. As each holiday is unique, the report covers seasonal items, such as costumes for Halloween.
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