1 in 4 Americans Have Already Finished Their Holiday Shopping

Thursday, October 29th, 2020

With the COVID-19 pandemic casting a shadow of uncertainty over traditional holiday gatherings and celebrations, many consumers in the U.S. are using their wallets to get into the holiday spirit – for better or for worse.

To gauge consumer sentiment about their holiday shopping plans this year, LendingTree surveyed more than 1,000 consumers in the U.S. in early October.

Full report: https://www.lendingtree.com/credit-cards/1-in-4-americans-have-already-finished-their-holiday-shopping/

Key findings

  • According to survey findings, 1 in 4 (25%) consumers have already finished their holiday shopping. That number rises to 44% of parents with kids under 18, and nearly half (49%) of those with household incomes of $100,000 or more.
  • Those who are anticipating holiday shopping debt include 55% of parents and 47% of those who were laid off or furloughed due to the pandemic. Overall, 31% of consumers believe they will incur debt this holiday season.
  • About 6 in 10 (59%) parents will spend more this holiday season than last year, as will 52% of men. On the other hand, 50% of baby boomers and 47% of women expect to spend less this holiday season.
  • More than 1 in 5 (22%) consumers will buy all of their holiday gifts online. In contrast, just 11% will do all of their holiday shopping in a physical store.

Some Americans are ushering in the holiday season early this year, as 1 in 4 consumers have already completed shopping for everyone on their lists. Others, faced with financial challenges related to the coronavirus crisis, are turning to credit cards to help them create a sense of normalcy this holiday season. As a result, many consumers may start the new year digging out of debt.

The COVID-19 pandemic might have played a role, suggested Matt Schulz, chief credit analyst for LendingTree. "Because of the coronavirus relief bill, increased unemployment benefits and overall reduced spending during the last six months, many Americans have a little more money in their bank accounts today than they otherwise would. It's possible that some folks have taken advantage of that surplus to do a little early holiday shopping," Schulz said.

To view the full report, visit: https://www.lendingtree.com/credit-cards/1-in-4-americans-have-already-finished-their-holiday-shopping/ 

LendingTree commissioned Qualtrics to conduct an online survey of 1,034 consumers in the U.S., with the sample base proportioned to represent the overall population. The survey was fielded Oct. 2-6, 2020.