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And they're not just purchasing things. An Adobe survey By most accounts, holiday shopping
of consumers found that while 51 percent plan to gift has begun earlier than in past years,
physical goods, 17 percent plan to gift experiences. Top
experiences include spa treatments, concert tickets, leading Mastercard to dub the period
sporting events, plane tickets and cooking classes. Gift from Oct. 11 through Dec. 24
cards, too, will be popular. "This is going to be a banner
year for gift cards," said Dick Seesel, principal at the the '75 Days of Christmas.'
consultancy Retailing in Focus.

Blackhawk Network reported that 83 percent of 2,000
adults surveyed in August planned to purchase gift principal at Mastercard SpendingPulse, the card
cards this holiday season. Respondents expect to spend company's retail sales data service. He said Mastercard
41 percent of their holiday gifting budgets on gift cards, has seen year-over-year sales growth, excluding gas sales,
or $272 on average, Blackhawk reported. Among early of 8 percent for most of 2021. "We have strong momentum
shoppers surveyed in September by NPD, a retail data going into the holiday season," McNamara said in a Nov. 3
and analytics firm, 30 percent had already purchased gift briefing with reporters.
cards for the holidays.
NRF's data suggest spending was up 14.5 percent year-
The most popular gift card categories, based on Blackhawk's over-year for the first nine months, and has returned to
survey, will be dining/restaurant, multi-brand, grocery pre-pandemic levels for many retail categories. Kleinhenz
and mass merchant. The places shoppers are most apt to noted that consumers have a "savings buffer" of about
shop for gift cards include ecommerce sites, big box stores, $2.5 trillion, accumulated while many stayed home rather
grocery stores and convenience stores. than dine out or travel during the pandemic. Increased
spending also reflects higher incomes due to greater
Early momentum competition for workers during the current labor shortage,
he added.
By most accounts, holiday shopping has begun earlier
than in past years, leading Mastercard to dub the period Although consumer confidence has dampened in recent
from Oct. 11 through Dec. 24 the "75 Days of Christmas." months over inflationary fears, McNamara said it won't
In September, the card company predicted retail sales, depress holiday spending. NPD, in a recent report, offered
excluding automotive and gas, during the traditional a similar assessment. "Consumers may still feel grim about
holiday period (Nov. 1 through Dec. 24) will rise 7.4 the state of the economy, but they are confident enough
percent, with online sales leading the charge, at 7.6 percent about their personal situation to celebrate the holidays by
over 2020. spending more," the firm stated.

In-store sales will grow 6.6 percent compared to 2020, NPD expects consumers to spend on average $785 on
while online spending will increase 7.6 percent over holiday gifts this year, surpassing 2019 and 2020 spending.
2020, based on Mastercard's data. Viewing holiday sales All categories of retailing will see increased spending,
through the 75-day lens, total retail sales excluding auto NPD predicted, but two of the biggest winners will be in
will rise 6.8 percent over 2020 and 11 percent over 2019, clothing/footwear/accessories and tech/electronics stores.
Mastercard said.
Mastercard predicted businesses selling jewelry and
NPD reported in October that a third of 3,700 consumers it luxury items are poised to be big winners this holiday
surveyed had already begun shopping for the holidays; 42 season—two sectors that were especially hammered last
percent cited concerns around availability and supplies as year. Jewelry sales are expected to rise 59 percent over
the reason. Forty-three percent had made early holiday gift 2020 totals and nearly 53 percent over 2019. Sales of luxury
purchases of electronic devices, for example. Meanwhile, a items (excluding jewelry) are expected to jump 92.8 percent
survey by the consumer website RetailMeNot.com found over 2020 and 55.8 percent over 2019.
that 37 percent of consumers had begun holiday shopping
by September or earlier. Skyrocketing online sales

For their part, large merchants like Target, Walmart, Online shopping will continue to expand this holiday
Amazon and Apple are moving up specials before the season. Eighty-five percent of consumers surveyed by
traditional Black Friday kickoff. Salesforce.com expects NPD plan to shop online, while 74 percent will shop
pre-Cyber Week sales to generate $141 billion in online both online and in stores. Salesforce.com predicted sales
sales. at U.S. ecommerce sites will grow 10 percent over 2020
online holiday spending; globally online spend will grow
Strong consumer confidence 7 percent. During November and December, alone, U.S.
ecommerce merchants will ring up sales totaling $260
Increased spending in the final months of the year reflects billion, Salesforce.com said.
strong consumer confidence, said Michael McNamara,
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