The continued impact of inflation and a shift in consumer priorities are set to define the 2022 holiday season, as consumers look for ways to make the season merry and bright. While many Atlantans feel the pinch of higher prices, they may be evaluating how they spend money overall between socializing and gift-giving. For 37 years, Deloitte has studied consumer behavior and sentiment ahead of the crucial holiday shopping season. This year’s report, “2022 Deloitte Atlanta Holiday Retail Survey,” examines what area retailers can likely expect from consumers shopping for the holidays.

Key takeaways 

• Average spend in Atlanta is expected to be $1,449; on par with the average spend in the South region (which is up +16% YoY to $1,474) 

• 76% in Atlanta say they will likely spend more or the same on the holidays than last year (vs.74% nationally), despite a third of surveyed Atlantans stating that they are in a worse financial situation this year compared to 2021 and that they expect a weaker economy next year

• Supply chain issues have sparked fear of stockouts in Atlanta, 78% of surveyed Atlanta shoppers are concerned about stockouts, with over half (54%) fearing electronics will be out of stock.

• Atlanta shoppers continue to shop early, with many making purchases before Thanksgiving, 46% of Atlanta shoppers plan to shop earlier this year, with 24% of those expecting to spend their budget by the end of October and 34% by the end of November

• Atlanta shoppers aren’t giving up the convenience of online shopping, 35% of spend is expected to occur in-person, and 63% is expected to occur online; 64% in Atlanta plan to use smartphones for holiday shopping (vs. 56% nationally)

“High prices have holiday shoppers prioritizing their purchases, but there are bright lights throughout the season. Lower-income families feel more confident heading into the holidays, younger generations are embracing new retail formats, and retailers do not anticipate the issues with stockouts we saw last year. As consumers aim to be strategic about their purchases to outsmart inflation, retailers who can be flexible to meet consumers where they are will be more likely to build loyalty and profit from the holiday season and beyond,” said Nick Handrinos, vice chair, Deloitte LLP, and U.S. retail, wholesale and distribution and consumer products leader. 

The survey polled a sample of 440 consumers from Atlanta DMA* between Sept. 6 to Sept. 20, 2022, and has a margin of error for the entire sample of plus or minus five percentage points.

To request the complete Atlanta Holiday Retail Survey Report, please contact Alison Zink at [email protected].