Editor’s note: Phil Ahad is vice president at Toluna QuickSurveys, Washington, D.C.
Regardless of the holiday they celebrate, it’s no surprise that consumers will be shopping this month. Of the 1,000 consumers we polled on how they plan to spend their hard 
earned money this holiday season, 90 percent of respondents will be purchasing gifts and their average spend will be $700. For retailers, this means that there is money to be made this month, so demystifying consumer habits is essential.
Using the who, where, what, when and how approach, we created a cheat sheet to consumer shopping habits this holiday season.
Who: 90 percent of consumers.
Where will you be doing the majority of your holiday shopping?
- Seventeen percent say online (52 percent male; 48 percent);
- thirty-seven percent say in store (52 percent male; 48 percent female); and
- forty-six percent say an even mix of both online and in store (43 percent male; 57 percent female);
What consumers will do to get a deal:
- nineteen percent are likely to open a store credit card to receive additional discounts;
- fifty-one percent say they’ll purchase items for themselves while shopping for others (59 percent of Millennials will do this);
- fifty-five percent of Millennials will purchase items far in advance of the holidays;
- fifty-two percent say they’ll likely join a retailer’s email list to receive discounts (59 percent of Millennials will do this);
- sixty-three percent will wait for items to go on sale before purchasing them; and
- thirty-four percent will not purchase items at full price just to ensure they’re able to get them.
What retailers consumers will shop online:
- ninety percent on Amazon.com;
- forty percent on Walmart.com;
- twenty-nine percent on eBay.com;
- twenty-eight percent on Target.com;
- twenty-five percent on BestBuy.com;
- eighteen percent on Macys.com;
- seventeen percent on JCPenney.com;
- seventeen percent on Kohls.com;
- fourteen percent on Overstock.com;
- three percent on SaksFifthAvenue.com;
- four percent on Bloomingdales.com;
- seven percent on Nordstrom.com; and
- three percent on NeimanMarcus.com.
What retailers consumers will shop in-store:
- sixty-three percent at Wal-Mart;
- fifty-six percent at Target;
- thirty-six percent at Best Buy;
- thirty-four percent at Kohl’s;
- thirty-one percent at Macy’s;
- twenty-four percent at Old Navy;
- twenty percent at Sears;
- four percent at Bloomingdales;
- five percent at Neiman Marcus;
- eight percent at Nordstrom; and
- four percent at Saks.
What types of gifts consumers will purchase:
- seventy percent gift cards;
- seventy percent clothing;
- fifty-two percent electronics;
- fifty percent toys;
- thirty-eight percent books;
- thirty-six percent jewelry; and
- fifteen percent tickets.
When consumers will shop:
- only 3 percent plan one to two months ahead of time;
- twenty-four percent plan three to six months ahead of time;
- nineteen percent less than one month ahead of time;
- eight percent plan more than six months ahead of time;
- six percent don’t plan ahead; and
- forty-three percent of primary household shoppers will plan one to two months ahead.
How consumers will shop:
- fifty-three percent say they plan ahead so they can budget for their purchases;
- forty-one percent don’t really plan but will purchase items as they see them;
- six percent aren’t much into shopping and will wait until the last minute;
- sixty-two percent prefer to do their holiday shopping alone;
- sixty-four percent will ask for lists from people they plan to purchase gifts for; and
- the majority of females (59 percent) say they’ve picked out their own gifts for someone else.
