1、July 2023Dentsu Consumer Navigator:Holiday Shopping 2023|Navigator|Navigatordentsu Consumer Navigator Holiday Shopping 2023About this studyThe survey was conducted by dentsu via Toluna,an online research panel.Administered on July 10th,2023.Distributed among a random sample of 1,000 U.S.respondents

2、18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers).Contents0101Top Consumer InsightsTop Consumer Insights02Planning for the Holiday Planning for the Holiday Shopping SeasonShopp

3、ing Season03Budgeting for the Holidays in an Uncertain Economic Environment04Making Gift Purchasing Decisions05Closing ThoughtsClosing Thoughtsdentsu Consumer Navigator-Holiday Shopping 2023Most consumers will start their holiday shopping in the fall.However,specific audiences have different plans.7

4、 in 10 consumers report they will commence their holiday shopping in October or later,replicating what they had done last year.However,Gen Z and Millennials are more likely to start sooner.Brands targeting these audiences should consider offers and messaging that cater to these consumer consideratio

5、ns.A large share of holiday shopping purchases will take place on A large share of holiday shopping purchases will take place on Black Friday and this falls Amazon Prime Day.Black Friday and this falls Amazon Prime Day.Higher income consumers are more likely to splurge during these two retail events

6、.8 in 10 Black Friday shoppers will be making their purchases online.However,retailers should take into consideration that most shopping in store on Black Friday will be carried out by Millennials and Gen Z.Almost all consumers are concerned about the affect inflation Almost all consumers are concer