Post-holiday shopping habits of Americans in 2024

Much like in the UK, the allure of post-holiday sales in the US has always been a significant aspect of the consumer retail experience. However, with year-round sales becoming more common, the dynamics of post-holiday shopping are evolving. A recent YouGov Surveys (Serviced) of 1,165 Americans offers a detailed look into these changes, providing crucial insights for businesses.

According to the survey, 15% of Americans say they consistently participate in post-holiday sales. Nearly a quarter (24%) appear to be more strategic shoppers as they say they engage in sales only for items they had planned to purchase.

Price reductions continue to be a major draw, with 27% indicating they shop during these sales only if items are significantly discounted. However, just over a quarter of consumers state they never do post-holiday sales (26%).

When it comes to the types of products Americans are most likely to buy in these sales, shoes, clothes, and accessories top the list, with three in five prioritizing them (59%). Electronics (excluding mobile phones) attract 35% of consumers. Other popular categories include packaged food and drinks (29%), beauty products (25%), and video games (24%). At least one in 10 consumers are likely to buy sports equipment (16%) and exercise equipment (13%).

Our survey also sheds light on the preferred shopping mediums for post-holiday sales. In-person shopping at local stores or shopping areas remains popular, with about two in five opting for this traditional approach (37%). Digital platforms also play a significant role, with 25% choosing to shop online via PCs or laptops and 24% via cellphones or tablets. Meanwhile, shopping at out-of-town centers attracts one-tenth of consumers (9%).

In conclusion, the post-holiday sales landscape in the US continues to be an important period for retailers. Understanding these nuanced consumer trends is key for businesses looking to capitalize on this annual opportunity, ensuring they align their offerings and marketing tactics with the evolving preferences of American shoppers.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on January 9-10, 2024 with a nationally representative sample of 1,165 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region, and race to be representative of all adults in the US (18 years or older), and reflect the latest US statiscal authority population estimates.