CHICAGO, Sept. 26, 2024 – Driven by cooling inflation and the revival of physical storefronts, consumer spending habits will see significant shifts this holiday season compared to 2023, according to JLL’s 2024 Holiday Shopping Survey. After surveying over 1,000 consumers to understand how, when, and where shoppers plan to spend their dollars this holiday season, JLL reveals an expected 31.7% uptick in holiday budgets in 2024, totaling $1,261 per shopper for gifts, holiday food & décor, and experiences.

Source: JLL Research

Deal days will be particularly of interest to younger shoppers, primarily Gen Z, who are expected to start shopping during Black Friday weekend, while the big spender Millennial cohort (aged 30-44 years) will start shopping notably earlier, with 65.5% starting by Halloween. Consistent with the escalated trend of consumers seeking in-store experiences, more shoppers will head to stores on deal days in 2024 than last year, with over 50% of consumers planning to shop Black Friday deals in-store, compared to 39.5% in 2023.