ShipStation Survey Shows 2024 Holiday Spending Shaped by Election, Social Media, and Free Shipping

Generational Shifts in Holiday Spending: ShipStation Survey Highlights Key Trends

A recent survey by ShipStation, a leading shipping software from Auctane, reveals how generational differences are shaping holiday spending this year. Notably, 28% of Gen Z consumers plan to spend over $1,000 this holiday season, with nearly 50% believing that the upcoming 2024 presidential election will impact their shopping budgets. In contrast, older generations show less inclination to spend and are less influenced by political events.

Generational Spending Trends: Gen Z Leads the Way

The survey highlights distinct spending patterns across generations. Gen Z stands out with the highest spending expectations, as 28% intend to allocate more than $1,000 on gifts and experiences, while older generations anticipate spending between $250 and $500 on non-essential items, with 22% of Baby Boomers fitting into this category. This trend underscores the increasing influence of younger generations in the holiday shopping market.

The Rise of Social Commerce Among Young Shoppers

In online shopping, established platforms like Amazon and Etsy remain popular, with 65% of consumers planning to shop there. However, younger generations are shifting towards small and independent brands, with 24% indicating a preference for these options. Notably, 46% of Gen Z shoppers intend to use social media platforms such as Instagram and TikTok for holiday gift purchases, compared to only 6% of Baby Boomers. The trend also extends to recommerce, with 22% of Gen Z looking to shop on secondhand marketplaces like Poshmark and eBay for sustainable options.

Expectations for Free Shipping and Returns

According to the survey, 40% of consumers expect standard shipping to be delivered within 3-5 business days without extra fees. Among Gen Z, impatience is evident, with 17% wanting delivery within 24 hours. While 21% believe retailers should never charge for shipping—a view held strongly by 30% of Baby Boomers—16% of respondents find it acceptable to pay between $3-5 for shipping. Additionally, 43% of consumers think return shipping should be free, with that percentage rising to 52% for Baby Boomers and 30% for Gen Z.

Chris Karp, Chief Customer Officer at Auctane, noted, “While Gen Z is more willing to pay for faster shipping, they still prefer free delivery options, a sentiment that resonates strongly with Baby Boomers. Flexible and free return policies are increasingly crucial, as shoppers seek convenience and assurance in their purchases. Retailers can use these insights to tailor their strategies and better meet consumer demands this holiday season.”

The Impact of Elections on Holiday Budgets

The survey also reveals that 35% of U.S. consumers expect the upcoming election to affect their shopping budgets. This sentiment is most pronounced among Gen Z, with nearly half anticipating an impact, while only 28% of Baby Boomers share this view. Gender differences emerge, as 41% of men are considering the election in their spending decisions, compared to just 29% of women.

“Our survey underscores the complex relationship between the presidential election and holiday spending, particularly among Gen Z, who feel this impact most acutely. As they gain economic strength and spending power, understanding the factors influencing their decisions will be critical for businesses,” Karp concluded.

About the Survey

Conducted by ShipStation via research platform Attest, the survey polled 1,000 U.S. consumers in October 2024 to understand their shopping habits and preferences.

About ShipStation

ShipStation, a part of the Auctane family of companies, provides shipping solutions that help e-commerce businesses streamline order processing and fulfillment. Since 2011, ShipStation has supported tens of thousands of businesses, offering over 400 integrations with leading shopping carts, marketplaces, carriers, and fulfillment services. To learn more, visit ShipStation.

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