2022 Vacation Spending Survey Reveals Influence of Larger Costs on Present-Giving & Vacation Celebrations

Valpak® surveyed hundreds of U.S. adults to find out their vacation buying habits and behaviors. Survey findings present an general lower in spending as customers battle to stability rising inflation with vacation want lists. Use this information to know how consumers method vacation spending and to develop a greater vacation advertising technique.

People’ Vacation Buying Plans

83% of respondents buy at the least some vacation presents earlier than November whereas 31% store for the vacation season year-round. In relation to in-store or on-line buying, there was no clear choice. Averaging responses, vacation consumers will buy 49.7% of vacation presents in-store and 50.3% on-line.

when consumers plan to shop for the holidays

Greater than half of People surveyed (56%) plan to economize by buying on main spending holidays, down 23% vs. final yr. The preferred vacation buying day for shopper spending is Cyber Monday, adopted intently by Black Friday.

major spending holidays

* Be aware: Respondents may select a number of vacation buying days

Vacation Buying Behaviors

84% of respondents buy presents from shops they usually don’t store at throughout the vacation season (at the least typically).

“Simply love getting money-saving presents. This drives all my spending.”

This was a standard theme with 66% making gift-buying choices primarily based on discovering the bottom value.

holiday gift-buying decisions

75% would even be motivated to attempt a brand new enterprise (on-line or in-store buying) by a coupon/supply.

motivations to try a new business

Most Well-liked Vacation Gross sales / Provides

The survey finds U.S. customers need (even count on) free or discounted transport presents when vacation buying – and no, not simply from Amazon and Walmart.

most popular holiday discounts and offers

When requested how they like to obtain vacation gross sales coupons, practically half of People surveyed (49%) selected by mail, adopted by 41% by way of electronic mail.

Vacation Budgets – People Spending Much less

“Our price range is tight once more this yr. We’re nonetheless recovering financially from the pandemic.”

Inflation and different financial disruptions are driving shopper spending down. 39% of respondents plan to spend greater than $500 on vacation presents this yr, vs. 65% final yr (26% lower).

holiday spending budgets

With a renewed deal with defending private funds, solely 6% plan to spend extra on vacation presents this yr vs. final yr.

holiday spending this year versus last year

Most Well-liked Presents This Vacation Season

Present playing cards proceed to dominate our hottest vacation presents listing – no transport delays or provide chain points to fret about with them! Newcomer subscription containers made the listing this yr (4%), with 44% of respondents additionally indicating an curiosity in a number of subscription field / service.

most popular holiday gifts
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Santa’s Little Helpers: Subscriptions

From streaming providers and meal kits to grocery supply and ride-sharing, subscription companies have far surpassed pre-pandemic ranges. Giants like Amazon Prime, Netflix and HelloFresh are actually confronted with fierce competitors from the likes of Walmart+, Disney+, Blue Apron and even small companies.

Most Well-liked Subscription Classes

most popular subscription categoriesU.S. customers are concerned with subscriptions and are keen to pay appreciable cash for them too. 48% of respondents indicated they might pay greater than $50 for a subscription service per yr, whereas 26% would pay the identical for only one subscription field. However a vacation sale or bundle low cost all the time helps.

“I’d use extra subscriptions if provided a yearly low cost.”

“Bundling any subscriptions to decrease the value per service could be nice.”

Subscriptions as Vacation Presents

Retail executives know subscription field retail gross sales and repair sign-ups peak throughout the vacation season. It’s not simply millennials shopping for / receiving subscriptions as vacation presents both. Our survey respondents throughout age teams have been equally intrigued.
subscriptions as holiday gifts
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Vacation Eating Traits

With the stress and energy of vacation buying (to not point out vacation journey), home-cooked meals turn out to be much less of a precedence. 45% of our respondents plan to eat out at the least 3 instances throughout this vacation season with 12% estimating it’ll in all probability be nearer to five or extra.

Vacation Supply & Catering

21% are additionally contemplating getting at the least one upcoming vacation meal delivered or catered. There’s a transparent choice for ordering from native small companies (69%) vs. nationwide chains (27%) and catering firms (4%).

Exterior of eating places, they need vacation supply and catering choices from grocery shops (26%) and different varieties of companies too.
holiday delivery and catering
holiday ribbon banner

Vacation Cleansing & Adorning

77% of our respondents get into the vacation spirit by adorning their properties for the vacations. Whereas most are do-it-yourselfers, some have or would take into account hiring skilled assist for vacation cleansing and adorning. Pre-holiday home cleansing (15%) is the most well-liked of those providers.

holiday cleaning and decorating

All the time conscious of their vacation budgets, an awesome majority (91%) would pay not more than $250 for a majority of these providers.

holiday ornaments banner

Vacation Occasions: Enjoyable for the Complete Household

From vacation markets to photographs with Santa, there’s a lot to do, see and expertise throughout the vacation season. Our respondents take pleasure in getting out within the Winter Wonderland with 79% indicating they’ve attended a number of fashionable vacation occasions.

most popular holiday events

The household enjoyable doesn’t essentially must be holiday-themed both. Our survey findings confirmed going to the flicks (#1), bowling and visiting arts & crafts studios as different methods to get in some high quality time throughout the holidays.

Vacation Entertaining and Internet hosting

61% of survey respondents have hosted a vacation celebration with the most well-liked location being from dwelling.

High 5 Vacation Occasion Places

  1. Residence
  2. Restaurant
  3. Workplace
  4. Occasion area
  5. Park or recreation heart

When internet hosting vacation visitors, they go BIG. 53% host greater than 10 visitors together with household.

Who’s on the Vacation Visitor Listing?

number of holiday guests

Everybody’s invited and their presence is present sufficient. 59% of respondents make all of the meals for his or her events and 20% cater at the least typically. One other 20% need you to carry a dish – and it higher be good too!

In whole, 76% plan to spend $100 or extra on vacation entertaining, with 29% planning vacation budgets of over $250.

holiday ribbon bannerVacation Buying at Small Companies

Whereas 79% of respondents indicated they normally buy at the least a few of their vacation presents at nationwide chains, the pandemic resurgence for supporting small companies stays sturdy. 63% mentioned buying native throughout the vacation season was essential or essential, much like final yr’s outcomes. That sentiment will not be restricted to vacation presents both; it applies to eating out, ordering in and going out too.

importance of shopping localGet Extra Vacation Gross sales with Valpak

Understanding the buying behaviors of your audience, what motivates them to attempt a brand new enterprise and which presents generate the perfect response is crucial to your upcoming vacation promoting success. However there may be extra work to do to make sure your unsolicited mail and digital advertising campaigns sleigh this vacation season.

From postcards to social media advertisements, your native Valpak advertising staff can assist decide which channels are the perfect match for what you are promoting, the perfect attain and frequency on your advert marketing campaign and extra.

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