D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Popular gifts & gifting behavior in the United States - statistics & facts
The exchanging of presents is a practice that is seen on several occasions each year, from Valentine’s Day and Father’s Day to more personal events like birthdays and baby showers. Perhaps the most exciting time of year for gift giving, however, is during the end-of-year holiday season, which includes Christmas, Thanksgiving, New Year’s Eve, Hanukkah, just to name a few events. For Christmas, specifically, some of the gifts desired most by American adults included money, gift cards, and apparel.
The fact that a lot of consumers in the United States get busy going out of their way to find suitable gifts for their loved ones during the holiday shopping season, does not mean they cannot get themselves a little treat along the way. In 2022, nearly three in 10 surveyed shoppers in the country said they intended to buy themselves a holiday gift too.
Who typically receives gifts?
Given that they believe in Santa Claus more than anyone else, it may come as no surprise that children typically receive presents over Christmas. Specifically, just under 60 percent of U.S. consumers said they would be giving their children gifts during 2023’s holiday season. That said, kids did not top the list. That year, partners were the most common gift recipients among respondents at just over 60 percent. In terms of what they planned to buy for their significant others, children, family members, and so on, some of the most common answers included apparel and footwear, gift cards, as well as toys and games.The fact that a lot of consumers in the United States get busy going out of their way to find suitable gifts for their loved ones during the holiday shopping season, does not mean they cannot get themselves a little treat along the way. In 2022, nearly three in 10 surveyed shoppers in the country said they intended to buy themselves a holiday gift too.
Average spending on gifts
In 2023, the average U.S. consumer expected to spend over 920 U.S. dollars on holiday gifts, which is a slight drop compared to the previous year, but a fairly high figure compared to most holiday seasons in the previous 17 years. That same year, nearly 30 percent of surveyed holiday shoppers in the United States believed they would be spending more on gifts than they did in the previous year. According to the same survey on changes in spending, Gen Z felt like they would be spending more the most, while more than half of baby boomers were confident shopping for gifts would be as costly as in a typical year.
