- 2018 Consumer Holiday Shopping Report


holiday research HeroImage - 2018 Consumer Holiday Shopping Report

Thought Leadership

September 19, 2018

2018 Consumer Holiday Shopping Report

In collaboration with The Harris Poll, OpenX conducted a nationwide study looking at consumer shopping ahead of the 2018 holiday season. The study found significant changes in consumer behavior as media consumption habits and shopping preferences shift away from historical norms and towards a new paradigm where the consumer takes complete control over how, when and where they plan to make more than $1 trillion in holiday purchases.

Highlights include:

  • Half of all shoppers plan to spend a majority of their holiday budget via online or mobile devices, and millennials and parents will make about a quarter of their holiday purchases via mobile devices
  • Over 80% of consumers plan to spend the same or more on holiday gifts than they did last year
  • More than a third of millennials and one out of four parents now spend more than six hours on their mobile devices, more than 500% more time than they spend watching television.

Download the full report below: