Are you attending an election day puppy party? 

According to GWI, one-third of Americans say they avoid political content online. So, it’s no surprise that brands are pulling back from political discussions or launching more neutral campaigns like “Not Watch Pawties” – a series of in-person events on Nov. 5 that will allow guests at five Aloft (a Marriot-owned hotel brand) locations to snuggle with dogs from a shelter. 

According to the same study, 18% of Americans have unfollowed a brand on social media and 22% have stopped using or purchasing a brand’s product due to their political position. In addition, 41% report they have also avoided TV channels or streaming platforms that feature political content. 

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Technology continues to transform shopping

Ninety-three percent of U.S. respondents report that they shop both online and in store, and 76% will conduct at least half of their holiday shopping online, according to a report from Akeneo. Regardless of plans to buy in store or online, 65% of all shoppers research purchases online prior to making a purchase. In addition, 25% report that they are opting to use social media shopping methods when shopping online. 

When it comes to new tech and shopping, the use of AI and virtual reality is on the rise, specifically when virtual “try-on” shopping experiences are offered. According to the survey, 18% of Gen Zers report that they use augmented reality/virtual reality “try on” options when shopping. Tech can also cause friction for consumers shopping online, and 30% of Gen Z shoppers report that a slow website or app was their most frequent issue encountered during holiday shopping. 

The survey was conducted in September 2024. Learn more. 

Gen Z most likely to self-gift this holiday season 

According to a survey from Civic Science, self-gifting is down slightly, year-over-year, with 32% of U.S. adults planning to buy themselves a holiday gift. Gen Z is the most likely age group to do so (study results exclude “I’m not sure” and “Does not apply” responses). Forty-two percent of self-gifters are planning to spend under $100 on their self-giving purchases, and overall expect to spend more than other holiday shoppers. 

When looking at where self-gifters are planning to shop, the study found that 47% expect to do most of their shopping online. 

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Holiday shopping habits: Early starts, budget adjustments

November is still the busiest shopping month, with 42% of consumers planning to kick off holiday shopping with events like Cyber Monday, and 90% of U.S. consumers reporting they will begin their holiday shopping before December 1, according to a consumer survey from Radial, conducted by Dynata. While 38% expect to have a tighter gift budget this year, 18% are planning to use buy now, pay later options or other financing to add a bit more flexibility. 

Fast delivery is high on the wish list this year, with consumers expecting quicker shipping for their holiday purchases. The study found that 29% of shoppers expect holiday gifts to be delivered within two to three days, and 45% find three to five days acceptable. Delivery options are also important, as 58% of consumers report they will likely use a feature that allows for selecting specific delivery days – assuming the cost is reasonable, and slots are generally available. 

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