SurveysSep 15, 2022
Deloitte Predicts Muted Growth this Holiday SeasonSurveysOct 06, 2022
5 Things to Know about Holiday Shoppers This Season
From inflation concerns to in-store shopping, KPMG’s latest holiday survey dives into when, where, and how consumers want to shop.
A holiday survey by KPMG found consumers’ top concern this season was inflation.
New York—This holiday season, the Grinch is inflation.
In a new report by accounting titan KPMG, rising prices topped respondents’ list of concerns heading into the holidays.
For its “Consumer Pulse Survey: Holiday 2022” survey, KPMG reached out to around 900 Americans to get a sense of their holiday plans, including what they’ll spend and on who.
Here are five important takeaways from the report.
Consumers will likely spend more on gifts this year, but many will give gifts to fewer people.
Holiday shoppers plan to spend, on average, $1,072 this season, a 6 percent increase compared with 2021. Nearly 44 percent plan to spend $500 to $2,000.
Notably, compared with the prior year, this year’s increased spending is expected to be in essential rather than discretionary categories.
“While consumers remain resilient and plan to spend a bit more this holiday season, it will likely not outpace inflation,” said Matt Kramer, KPMG’s consumer and retail national sector leader.
“Consumers will be looking for promotions this holiday season and retailers should be looking to respond by having desirable gifts for the budget conscious consumer.”
While shoppers may be spending more, their gifting list could be getting shorter.
One in four respondents said they would buy gifts for fewer people this year. Only 14 percent expect to buy presents for more people.
Less than half of respondents said they would buy holiday gifts for their parents or in-laws.
Fewer respondents plan to buy gifts for their significant other, siblings, friends, grandparents, and co-workers.
Shoppers will spend an estimated $250 per year per gift recipient this year, said the report, an 11 percent increase compared with $225 last year.
As for what they’ll be buying, the top choice (55 percent) is apparel followed by retail gift cards and gift certificates at 55 percent. Of those surveyed, 24 percent plan to buy jewelry, flat against last year’s count.
Inflation is the top concern for consumers.
Inflation topped the list of shopper concerns with 85 percent of those surveyed saying they were at least somewhat concerned about inflation.
The Consumer Price Index, which measures the average change in prices over time consumers will pay for a basket of goods and services, rose 8 percent year-over-year in August and 0.1 percent month-over-month.
In response to inflation concerns, 37 percent said they would buy fewer gifts per person while 34 percent plan to buy less expensive gifts.
However, 21 percent of respondents concerned said they would not change their behavior.
The second-most prevalent concern for shoppers (63 percent) is out-of-stock items.
To get that perfect gift before it sells out, respondents plan to shop early (46 percent) and shop online (35 percent).
The third-biggest concern is delayed shipping at 57 percent. The most popular solution for that was shopping early (53 percent), followed by shopping more in person (25 percent).
Related stories will be right here …
In a new report by accounting titan KPMG, rising prices topped respondents’ list of concerns heading into the holidays.
For its “Consumer Pulse Survey: Holiday 2022” survey, KPMG reached out to around 900 Americans to get a sense of their holiday plans, including what they’ll spend and on who.
Here are five important takeaways from the report.
Consumers will likely spend more on gifts this year, but many will give gifts to fewer people.
Holiday shoppers plan to spend, on average, $1,072 this season, a 6 percent increase compared with 2021. Nearly 44 percent plan to spend $500 to $2,000.
Notably, compared with the prior year, this year’s increased spending is expected to be in essential rather than discretionary categories.
“While consumers remain resilient and plan to spend a bit more this holiday season, it will likely not outpace inflation,” said Matt Kramer, KPMG’s consumer and retail national sector leader.
“Consumers will be looking for promotions this holiday season and retailers should be looking to respond by having desirable gifts for the budget conscious consumer.”
While shoppers may be spending more, their gifting list could be getting shorter.
One in four respondents said they would buy gifts for fewer people this year. Only 14 percent expect to buy presents for more people.
Less than half of respondents said they would buy holiday gifts for their parents or in-laws.
Fewer respondents plan to buy gifts for their significant other, siblings, friends, grandparents, and co-workers.
Shoppers will spend an estimated $250 per year per gift recipient this year, said the report, an 11 percent increase compared with $225 last year.
As for what they’ll be buying, the top choice (55 percent) is apparel followed by retail gift cards and gift certificates at 55 percent. Of those surveyed, 24 percent plan to buy jewelry, flat against last year’s count.
Inflation is the top concern for consumers.
Inflation topped the list of shopper concerns with 85 percent of those surveyed saying they were at least somewhat concerned about inflation.
The Consumer Price Index, which measures the average change in prices over time consumers will pay for a basket of goods and services, rose 8 percent year-over-year in August and 0.1 percent month-over-month.
In response to inflation concerns, 37 percent said they would buy fewer gifts per person while 34 percent plan to buy less expensive gifts.
However, 21 percent of respondents concerned said they would not change their behavior.
The second-most prevalent concern for shoppers (63 percent) is out-of-stock items.
To get that perfect gift before it sells out, respondents plan to shop early (46 percent) and shop online (35 percent).
The third-biggest concern is delayed shipping at 57 percent. The most popular solution for that was shopping early (53 percent), followed by shopping more in person (25 percent).
Fewer consumers will be shopping early.
A majority of holiday shoppers are not planning to shop as early as they did in 2020 and 2021.
There will still be an early start, with 52 percent starting in October or earlier, but that’s down from last year’s 61 percent.
Most holiday shoppers plan on shopping Black Friday sales (60 percent) and Cyber Monday (51 percent).
For the first time, Amazon is holding a second Prime Day sale, slated for Oct.11-12, and 42 percent of respondents plan to shop on those days.
As online shopping popularity increases, many still want to buy jewelry in person.
Looking at shopping preferences, 36 percent of respondents said they prefer to shop online rather than in store, up from 23 percent last year.
However, when buying jewelry, nearly half of respondents (49 percent) said they would prefer to have that experience in person.
The same was said for the apparel, decor, furniture, and automotive categories.
When doing holiday shopping research, retailer websites were the top choice at 52 percent followed by word of mouth from family and friends (51 percent).
As for where else consumers will shop, a majority of respondents (73 percent) said they were “likely” or “extremely likely” to shop at mass market retailers, followed by discount stores (56 percent).
Notably, luxury department stores were at the bottom of the list at 18 percent.
Travel and holiday gatherings are back.
Consumers are planning to attend more holiday gatherings this year, 5.9 on average compared with 5.5 last year, with family events being the most popular choice.
In preparation for the holiday fun, 12 percent of respondents said they planned to buy jewelry to wear. Nearly one-quarter (24 percent) will buy a host gift.
Travel is one of jewelry’s main competitors in the quest for discretionary dollars, and nearly one-third of respondents plan to travel this Thanksgiving, up from 2021.
More than one-third of respondents plan to travel for the winter holidays, 5 percent more than in 2021.
Travelers are also expected to pay more to get to these destinations this year. Expected travel spend this year is $1,388, a 26 percent increase compared with $1,106 last year.
More on Surveys
The Latest
IndependentsNov 25, 2025
Pearl Stringer Margaret Hoisik DiesShe is remembered as an artist who loved her craft and was devoted to her faith, her friends, and her family.
SourcingNov 25, 2025
Finestar Opens Diamond Manufacturing Facility in JohannesburgIt joins the company’s other manufacturing facilities globally, including in India, Botswana, and Namibia.
TrendsNov 25, 2025
Amanda’s Style File: Polka DotsThe polka dot pattern transcends time and has re-emerged as a trend in jewelry through round-shaped gemstones.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CrimeNov 25, 2025
Former Arizona AG Official Charged With Trafficking Stolen JewelryVanessa Hickman, 49, allegedly sold a diamond bracelet that was mistakenly sent to her home.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 25, 2025
GIA Awards Susan Jacques With Its Highest HonorGIA’s former president and CEO was presented with the Richard T. Liddicoat Award for Distinguished Achievement.
Recorded WebinarsNov 24, 2025
Watch: Top Tips for Social Media EtiquetteSocial media experts spoke about protecting brand reputation through behaving mindfully online.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
WatchesNov 24, 2025
Breitling Reveals Plans for Gallet, Universal GenèveIn 2026, the three will come together as “House of Brands,” with Gallet sold in Breitling stores and Universal Genève sold separately.
CollectionsNov 24, 2025
Muse Debuts a Wicked 'Have a Heart x Cynthia Erivo' SequelThe second drop, which includes more Elphaba-inspired pieces from additional designers, will continue to benefit nonprofit Dreams of Hope.
IndependentsNov 24, 2025
J.R. Dunn Jewelers Names New PresidentSecond-generation jeweler Sean Dunn has taken on the role.
MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
