Two-thirds of consumers plan to shop Amazon for holiday needs

Zachary Russell
Digital Editor
Zach Russell headshot
Holiday shopping
More than half of consumers surveyed by Jungle Scout said they planned on spending the same amount of money on gifts this year as last year.

A majority of consumers plan to buy presents from Amazon this holiday season while still aiming to support small, local businesses.

More than two-thirds (67%) of the 1,000 U.S. shoppers surveyed in Jungle Scout’s Q4 Consumer Trends Report said they will turn to the e-commerce giant this year for gifting needs. Amazon ranked as the top online gift destination, followed by Walmart and Target’s website, eBay and Etsy.  The most popular in-store gift destinations included Walmart, Target, Kohl’s, specialty or boutique retailers and Costco. 

One-in-five shoppers said they planned on buying gifts from small and local businesses as much as possible this holiday season, a stat that has doubled since 2022. 

Younger consumers are most likely to shop local businesses this holiday season, with 14% and 10% of Gen Z and Millennials saying so, respectively. In the face of high prices, 20% of consumers across each four age groups (Gen Z: 13%, Millennial: 20%, Gen X: 20%, Baby Boomers: 24%) said they plan on giving homemade or DIY gifts this year.

More than half of consumers surveyed (52%) said they planned on spending the same amount of money on gifts this year as last year, with 34% reporting that they plan to cut back. On holiday decorations, 40% planned to spend the same amount, while 51% are planning to cut back. Travel was the area where consumers said they plan to cut back the most, with 52% of respondents saying so.

“The U.S. inflation rate spent much of 2023 retreating from record highs seen throughout 2022, but the cumulative impact remains a concern for most consumers,” said Jungle Scout. “As we head into the holiday season, that impact is being felt by 85% of shoppers who have modified their spending due to rising prices. And while many are cutting back on holiday expenses such as travel or decorations, a much smaller portion are extending that approach to gifts: Two-in-three expect to spend the same or more than they did last year.”

X
This ad will auto-close in 10 seconds