It’s (almost) the most wonderful time of the year, and the 2022 holiday shopping season is already in full swing.

To guide brands and advertisers through a fragmented media landscape, Samba TV recently launched its first ever Holiday Report, unpacking timely consumer shopping trends and advertising engagement strategies unique to this year’s shopping season. Conducted in tandem with global research firm HarrisX, the survey of more than 2,500 U.S. adults who plan to shop for the holidays offers new consumer-focused research on the holiday season detailing insights into shifting shopping preferences and significant challenges for advertisers seeking to reach shoppers. 

Read on for new insights and strategies and download the full 2022 Holiday Report for a closer look.

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Mixed Economic Outlook Creating Uncertainty, But Not Yet Dampening Consumer Holiday Spending

While consumers remain concerned about the overall state of the economy, there is also a strong desire for a return to normalcy amid a multi-year pandemic. Despite rising costs and fledging consumer confidence, this holiday shopping season should offer a glimmer of hope for retailers.

Quick Stats:

• 3 in 4 U.S. adults (74%) plan to spend the same or more money this year on holiday shopping as they did last year. 
• The average adult plans to spend $1,041 this holiday season.
• 83% of millennials plan to spend the same or more money this year on holiday shopping.
• However, due to inflation and the rising price of goods, almost half of consumers (47%) say they might actually pare down holiday shopping and purchase fewer gifts. 

‍“Return to Normalcy” Fuels Return to Retail and Earlier Shopping 

After several years of avoiding in-person shopping, consumers find they are eager to return a brick and mortar retail experience this season. Shopping holidays like Black Friday are top of mind for many consumers as they plan to ramp up their in-store shopping all season long.

Quick Stats:

• 31% of U.S. adults plan to do most or all of their shopping in-store this holiday season – a significant increase from years past. More than 1 in 4 (28%) plan to increase in-store shopping this year compared to last year. 
• Just 24% now plan to do all or most of their shopping online. This is a shift from the past few years where COVID-19 concerns fueled a strong shift away from in-story to online.
• In-store shoppers are planning to spend more than online shoppers, with the average person planning to do the majority of their holiday shopping in-store,  expecting to spend $1,286 this holiday season and the average majority online shopper planning to spend $853.
• 1 in 5 adults (21%) reported starting their holiday shopping before Labor Day. Parents are leading the early shopping charge with 1 in 4 (25%) starting before September.

Fragmented Media Landscape More Complex Than Ever for Marketers to Navigate

Brands and advertisers are navigating the most historically fragmented consumer landscape we have ever seen. The survey found half of U.S. adults no longer have access to a linear television subscription. With more than half of all consumers now totally unreachable by traditional television campaigns, advertisers will need to lean into new methods to reach a majority of holiday shoppers this year. 

Quick Stats:

• Less than half of U.S. adults have a traditional linear TV subscription (48%).

• The shift to streaming has become nearly universal with new technologies such as voice assistants and direct from TV purchasing emerging as trends to watch this year, particularly among younger generations. 21% of millennials reported making purchases directly through their TV and 1 in 3 (34%) have clicked a QR code from a TV commercial to make a purchase.
• More than 1 in 3 (38%) of U.S. adults report shopping online while watching streaming content, highlighting the need for smart cross screen connected campaigns to reach consumers across every screen. Moms are the ultimate multitaskers recording the highest online shop while streaming numbers (43%).

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