2020 Holiday Shopping Trends

A collection of insights related to the 2020 holiday shopping season | Sign up for alerts

FEATURED ANALYSES

What Black Friday/Cyber Monday Means for the Current State of Shopping and Rest of the Holiday Season

Morning Consult’s Victoria Sakal explores how Americans’ preferences, spending and experiences during BFCM weekend and the Thanksgiving holiday will impact shopping and celebrating in the final weeks of the holiday season.

How COVID-19 Is Changing the Holiday Shopping Season

Morning Consult is closely monitoring how consumer spending and shopping needs and habits change this holiday season, and what brands can do to navigate this landscape as it evolves

Coronavirus Clouds Shopper Comfort, Holiday Spirit and Channel Consumption This Year

Differing attitudes across a divided America are translating to nuanced implications for spending, shopping and the success of different channels this holiday season

Procrastination, Financial Pains and Preferred Brands: Developments in the 2020 Holiday Shopping Forecast

Differing financial realities among American shoppers reveal important nuances in spending attitudes and expected consumption this holiday season

How Covid-19 Is Changing Everything From How Europeans Celebrate to Where They’ll Shop This Holiday Season

71% of European shoppers say COVID-19 will significantly impact their 2020 holiday season

2020 Has Upended What Consumers Expect From Brands. What Does That Mean For The Holiday Season?

Critical lessons around changes in consumer attitudes and preferences related to the pandemic inform the optimal approach for advertising this holiday season

Holiday Shopping During a Pandemic: Could the Coronavirus Be the Downfall of In-Store Black Friday?

Ongoing research on U.S. holiday shoppers reveals that the convergence of trends begun in years past and catalyzed by the coronavirus in 2020 may lead to the demise of Black Friday as we knew it

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Recent Consumer and Retail Trends Coverage

In a Polarized Election Season, a Brand’s Ties to Trump Provokes a Stronger Negative Reaction Than Its Ties to Biden

74% of Democrats less likely to purchase from brands selling Trump-related goods; 57% of GOP said the same of Biden-linked brands

For Brands, Getting Out the Vote Can Also Mean Getting Into Consumers’ Good Graces

Marketing experts say companies that stay silent risk appearing as if they are shirking their civic duty

Gen Z Is Here to Save Halloween

While older generations are reporting fewer and smaller planned parties compared to 2019, Gen Z adults are bucking the trend

Americans Are Spooked About Celebrating Halloween, and That Should Scare Retailers

42% of Americans plan to celebrate Halloween this year, compared with 57% who said they did so last year

Other Related Coverage

When Will Consumers Feel Safe? Weekly Updates on Consumers’ Comfort Level With Various Pastimes

Morning Consult’s week-to-week data on consumer comfort levels

The Gen Z Threat: Why Winning the Shopper of the Future Requires a New Approach to Brand-Building

What’s worked for surviving and thriving in the past won’t work for brands with this generation of the future

Analysis: Brand Love, Byron Sharp and the Beauty of Big Brands

Morning Consult Managing Director Victoria Sakal explains why some of America’s most divisive and underrated brands are also its most loved

Why Gen Z Isn’t Interested in Your Statements, Promises and Commitments — Yet

Gen Z, known for its action, activism and impact, is now demanding these qualities from brands and businesses if they expect to gain this generation’s trust, purchases or talents in the future

Why We Buy When the Going Gets Tough

Psychographic needs and brand connections play a key role in why we are starting, stopping and maintaining certain purchases during the pandemic