Blue Bell, PA — There is expected to be a return to more in-store Black Friday shopping, and the number of gift recipients and holiday spend will be closer to 2019 numbers, according to a report from international market research firm AMC Global and OpinionRoute.
With concerns over items being out of stock, there is a further shift to shopping early this year, the research finds. Following suit, it appears there will be more holiday-related gatherings this year compared to last year — although overnight holiday travel is likely to be fairly similar to last year with most traveling by car and staying with family.
Key findings from the September 27 research include:
- The average amount of holiday gift spending per shopper will approach 2019 levels of $775. The 2020 level was $739 and 2021 is expected to be $767.
- In 2020, 34 percent of respondents indicated they would be holiday shopping earlier than in 2019; this year 24 percent expect to shop earlier than in 2020.
- While the number of respondents who will shop in store only has increased from 3 percent in 2020 to 7 percent in 2021, the number of shoppers who will shop both online and in-store increased from 26 percent to 44 percent year on year.
- Thanksgiving in-person gathering plans are up to 52 percent in 2021 compared to 45 percent in 2020; with Christmas gatherings at 55 percent versus 47 percent in 2020; and New Year’s Eve at 24 percent compared with 17 percent in 2020. However, there is a sizable portion that are currently unsure of their plans, so the number of people gathering has the potential to increase even further from 2020.