‘Tis the season to treat yourself: New data shows holiday sales go way beyond gifts
A Shopify-Gallup survey finds 64% of U.S. holiday shoppers plan to self-gift during Black Friday-Cyber Monday, with 34% stocking up on staples and 29% making big-ticket purchases.
A new Shopify-Gallup Holiday Shopping Pulse survey of 1,771 U.S. consumers in October reveals that 64% of shoppers intend to buy at least one item for themselves during Black Friday-Cyber Monday weekend. Thirteen percent of respondents said none of their purchases would be gifts. The survey, conducted in September and October, tracked planned purchases, recipients, and motivations across age groups. Harley Finkelstein, Shopify President, noted the event’s evolution from a niche deal weekend into a major sales period for merchants regardless of whether purchases are gifts or self-treats.
Forty percent of November sales for Hushed Commotion, a Durham, NC-based Shopify merchant specializing in bridal accessories, now come from Black Friday-Cyber Monday discounts of 30-40%. The survey found 34% of shoppers plan to use holiday discounts to stock up on everyday products, while 29% will make a long-awaited big-ticket purchase. Shopify advises merchants to frame promotions around self-gifting and offer incentives like multi-product discounts to encourage combined purchases.
Thirty-six percent of holiday shoppers plan to buy from small businesses on Small Business Saturday, with 44% intending to shop small at other times during the season. Shopify recommends small business owners highlight their stories and values through About Us pages, photos, and social media to attract conscious consumers. The survey also shows younger shoppers (18-29) prioritize in-person experiences more than older groups, while also leading in social commerce readiness and interest in food and drink gifts.
Cyber Monday has overtaken Black Friday as the most likely shopping day, with 61% of holiday shoppers saying they are at least somewhat likely to shop then compared to 41% for Black Friday. Shopify suggests merchants reserve strong promotions for Cyber Monday to capture late-weekend spending. The company also notes early holiday shopping trends, with October sales data showing product category shifts as consumers begin purchasing sooner.