Shoppers are focusing on quality, not deals, in the final days before Christmas

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Holiday Shopping Shifts: Quality Over Deals as Christmas Nears

Summary

As the holiday season progresses, U.S. consumer spending growth is slowing, with a notable shift in shopping behavior. Early focus on deep discounts is giving way to a pursuit of quality gifts from trusted brands, increased interest in experiential gifts and subscriptions, and a heavy reliance on in-store pickup for last-minute purchases.

Key Points

  • Spending & Trend Shift: U.S. online spending from Nov. 1 to Dec. 12 reached $187.3B, up 6.1% year-over-year. Growth is slowing as consumers pivot from discount-driven purchases to thoughtful, quality-driven gifting.
  • Quality Brands in Focus: Search data shows surging interest in brands like Alo Yoga (+256%) and Quince (+124%) in December, indicating shoppers are seeking highly-regarded, quality products.
  • Rise of Experiences & Subscriptions: Interest grows in “deadline-proof” gifts like MasterClass, streaming bundles (Disney+, Hulu, HBO Max), and Roblox Robux as Christmas approaches.
  • Last-Minute Store Surge: The final days before Christmas (Dec. 22-24) are expected to see some of the highest in-store conversion rates of the season, potentially rivaling Black Friday.
  • BOPIS Peaks: Buy Online, Pick Up In Store (BOPIS) usage is spiking, predicted to account for 32-37% of e-commerce orders on Dec. 22-23. Retailers like Kohl’s see pickup orders more than double pre-Christmas.
  • Discounts Persist but Diminish: Promotions continue (e.g., toys at ~15% off) but are lower than Cyber Week peaks. Discount-motivated shoppers still drive strong toy sales (e.g., Barbie Dreamhouse).

假日购物趋势转变：临近圣诞，品质重于折扣

摘要

随着假日季进入尾声，美国消费者支出增长放缓，购物行为出现显著转变。早期的深度折扣驱动购物，正让位于对可信赖品牌的高品质礼品、体验式礼物和订阅服务的追求，以及对门店自提服务的重度依赖，以满足最后一刻的购物需求。

关键点

  • 支出与趋势转变：11月1日至12月12日，美国在线支出达1873亿美元，同比增长6.1%。随着消费者从折扣驱动购买转向深思熟虑、注重品质的礼品，增长正在放缓。
  • 聚焦品质品牌：搜索数据显示，12月对Alo Yoga（+256%）和Quince（+124%）等品牌的兴趣激增，表明购物者正在寻找备受推崇的高品质产品。
  • 体验与订阅服务兴起：随着圣诞节临近，对”无期限压力”礼物的兴趣增长，例如MasterClass、流媒体捆绑包（Disney+、Hulu、HBO Max）和Roblox Robux。
  • 最后一刻门店购物激增：圣诞节前的最后几天（12月22日至24日）预计将出现本季最高的门店转化率，可能与黑色星期五相媲美。
  • 线上购买，门店自提（BOPIS）达到高峰：BOPIS使用率飙升，预计在12月22日至23日将占电子商务订单的32-37%。科尔士等零售商的门店自提订单在圣诞节前一周增加了一倍以上。
  • 折扣持续但减弱：促销仍在继续（例如玩具约15% off），但低于网络周的高峰。受折扣驱动的购物者仍推动着强劲的玩具销售（如芭比梦幻屋）。

Original Article Link: https://www.cnbc.com/2025/12/19/christmas-shoppers-focus-on-quality-rather-than-deals.html

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