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San Francisco, CA—Sitecore®, a global leader in digital experience management software, has released its Holiday Shopping Trends 2021 report exploring how consumers worldwide intend to experience the holiday season this year, and what will drive their gift-purchasing behaviors. Image: Some of the Sitecore study findings about what inspires shoppers to buy.

More than half (53%) of consumers surveyed plan to make bigger and more mindful holiday purchases this year, fueled in part by the fact that 50% of respondents said they have more savings set aside for the holidays this year compared to last year. This is especially true of younger consumers: 71% of shoppers age 25-34 have more money set aside for holiday spending this year vs. last year. 

Americans are also valuing their mental health following a rough pandemic year, with 43% seeing self-gifting as a form of therapy. Here are some more key insights from the survey: 

• 78% of consumers stated that the pandemic has made them think more carefully about how they spend their money. 78% of consumers also say the pandemic has made them more aware of their own mental health needs, plus those of family, friends, and colleagues.
• 63% of consumers are willing to pay more for locally made gifts, and 62% are annoyed when they find a purchase they thought was local was made in China.
• 62% of consumers believe it is essential that retailers offer more products from minority-owned businesses, but only 28% report seeing more of them when shopping.

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• 36% of consumers would like to emerge from the pandemic with a new wardrobe.
• 75% of Gen Z and 69% of Millennials are more willing to make big life enhancements post-pandemic
• 58% of Gen Z will spend more this year; with Boomers (67%) and Gen X (65%) spending about the same as last year. 49% of 18- to 44-year-olds will not buy gifts and are choosing to donate to charities instead, while only 25% of those over 45 plan to do the same.
• 69% of 25- to 34-year-olds say online influencers are the best source of inspiration for seasonal gifts and trends.
• 86% of consumers appreciate time at home and simple pleasures more, because of the pandemic
• 71% of respondents value travel and appreciate other cultures more now than before the pandemic; that figure rises to 76% for consumers under age 44. 22% of all respondents would like to gift themselves with travel this year.

“The past 18 months have been extremely challenging – while many are hopeful that a return to normalcy is within reach, the world is still in a state of concern,” said Sitecore CMO Paige O’Neill. “As consumers try to cope and brace for what’s next, they are hopeful that Holiday 2021 will be a bright spot, if not a catalyst for things to come.  It’s also heartening to see that all types of consumers want to support their local community, including minority-owned businesses. The industry will need to respond with more offerings from these businesses.”

Certified futurist and author Crystal Washington added, “Americans have spent the last 18 months reevaluating their priorities. Consumers are focusing on meaningful gifts, future travel, and self-care. As part of this value realigning, consumers are increasingly shopping with brands based on shared values. There is a renewed call to buy local and minority-owned businesses, and buyers are willing to pay more to support these enterprises. Many are willing to pay a premium for the experience of ‘doing good’ while buying gifts for others and themselves. Savvy retailers can leverage this trend by partnering with values-based artists, organizations, and brands. The trick is to create a seamless user experience that makes these items or brands easy to identify and navigate on retail platforms.”

Sitecore’s survey polled 1,000 U.S. residents and 400 U.S. consumer brands with 100+ employees. Consumer data was weighted to reflect the general population. For more information, visit sitecore.com.