This year, 75% of American adults will spend the same or more over the holidays while 83% of Millennials plan to spend the same or more than last year. Samba TV found that the average U.S. adult plans to spend a total of $978 this holiday season. Forty percent of Millennials say they are in a better financial situation this year compared to 2022 and will average a total spend of $1,474. 

When it comes to shopping, 54% of consumers say they will hold off on holiday purchases until after Thanksgiving while less than half of Millennials plan to wait until November to begin shopping. This year, 34% of people plan to shop in-store on Black Friday and 58% plan to shop online on Cyber Monday.

The research was conducted by HarrisX on behalf of Samba TV on August 22-30, 2023, among 2,507 adults and 2,171 holiday shoppers in the United States. Read more. 

Canadians are finding ways to save this holiday season with 75% actively looking for sales and offers. According to, 61% plan to use loyalty programs, 35% will plan activities instead of purchasing gifts and 33% plan to reassess who they gift items to. 

Canadians say they would enjoy receiving practical items they need (63%), gift cards (53%), experiences (28%) and 26% say they would like luxury items. Sixty-three percent plan to partake in Black Friday and 50% will shop on Cyber Monday. Seventy-six percent say they plan to set a shopping budget. 

The research was conducted by Ignite lab on behalf of with 1,000 Canadians in August 2023. Read more. 

Most consumers (95%) are planning to shop online for holiday gifts. Seventy-three percent say they are very or somewhat confident that they are doing it safely, but many are concerned about security with 25% of respondents saying they have been targeted by a scam while shopping online.

Seventy-three percent of respondents worry about personal details being compr...