The holiday season is a time of joy, connection, and—let’s be honest—a little bit of spending. From gifts to decorations to that extra tin of cookies you swear is for guests, Christmas has a way of opening our hearts and our wallets. But just how much are we shelling out during this festive season? Let’s dive into some fascinating stats from Exploding Topics and explore what they mean for the average holiday shopper.
According to the latest data, U.S. retail sales during the 2024 holiday season grew by 3.8% year-over-year, reaching a merry milestone. While automotive sales are excluded to focus on holiday-specific spending, this growth highlights a robust appetite for festive purchases. Jewelry sparkled with a 4% sales increase, while electronics and apparel also saw notable upticks. It seems Americans are eager to deck the halls—and their loved ones—with something special.
What’s driving this spending spree? Online shopping is a big part of the story. E-commerce sales surged by 6.7% in 2024, outpacing the 2.9% growth of in-store purchases. With 63% of Americans agreeing that sales and discounts are key to their Christmas shopping decisions, it’s no surprise that digital deals are winning the day. Quality (58%) and selection (57%) also rank high on shoppers’ priority lists, proving we’re not just chasing bargains—we want value that lasts beyond the season.
Breaking it down by budget, the average American spends around $997.73 on Christmas each year—roughly a week’s salary for many. Men tend to outspend women by about 10%, averaging $1,046.38 compared to $952.03. Age plays a role too: the 45-54 age group leads the pack at $1,161.98 per person, while 18-24-year-olds keep it lighter at $649.81. No matter the demographic, though, one thing’s clear: gifts dominate the budget. Across all ages, 95-97% of shoppers buy presents for family, with friends and coworkers also making the nice list for many.
Globally, the U.S. isn’t alone in its holiday generosity. Filipinos allocate 60% of their Christmas funds to food, while Colombians and Americans hover around 10-12%. Meanwhile, Dominicans go big on décor, dedicating 80% of their budget to festive flair. In the U.S., we strike a balance—19% goes to decorations, leaving plenty for gifts and holiday treats.
So, what’s the takeaway for us holiday enthusiasts? Christmas spending is as much about tradition as it is about trends. Whether you’re clicking “add to cart” or browsing the aisles, the season reflects our desire to celebrate and connect. As long as the economy holds steady, this festive investment seems here to stay. So go ahead—grab that extra string of lights or splurge on a gift that says “I care.” After all, the holidays are about making memories, and a little spending is just part of the magic.
