Consumer Trends Report | Q4 2023

Quarterly Changes in Consumer Behavior

Explore the latest spending and ecommerce trends in this quarterly study of 1,000 U.S. consumers. This Q4 report reveals 2023’s biggest holiday shopping trends and consumer priorities for the year ahead. 

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Key Insights

Consumers are increasingly shopping small — and local — for holiday gifts this year. One in five shoppers say they’re buying gifts from these types of businesses as much as possible, a stat that’s doubled since 2022.

Still, Amazon reigns as the most popular gift shopping destination; 67% of U.S. consumers will turn to Amazon for presents this holiday season.

Black Friday and Cyber Monday sales events are attracting younger shoppers. 60% of Gen Z and 55% of Millennial consumers expect to shop on Black Friday, compared to just 30% of Baby Boomers and 36% of Gen Xers. 

Overall Spending Holds Steady Ahead of Holidays

While just 19% of consumers increased their overall spending in Q4, of the remainder, more budgets leveled than decreased. Spending stayed mostly the same for 45% of consumers in Q4; the highest this percentage has been over the past two years.

Quarterly changes in consumer spending

Consumers who say their overall spending…

More Consumers Go Local, Get Crafty with Gifts

The U.S. inflation rate spent much of 2023 retreating from record highs seen throughout 2022, but the cumulative impact remains a concern for most consumers. As we head into the holiday season, that impact is being felt by 85% of shoppers who have modified their spending due to rising prices. And while many are cutting back on holiday expenses such as travel or decorations, a much smaller portion are extending that approach to gifts: Two in three expect to spend the same or more than they did last year. 

What is decidedly different in 2023 when it comes to gifts is an increasing focus on shopping from small or local businesses — and for the youngest shoppers, going homemade or DIY.

55% of consumers are planning to give gift cards as holiday presents this year. To see the full list of this year’s most popular gifts, download the report.

How holiday spending is changing in 2023

Percentage of consumers buying…

Top holiday gift destinations
Percentage of consumers shopping for gifts from local or small businesses
Percentage of consumers planning homemade or DIY gifts

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In this report, you’ll find:

  • A pulse check on consumer spending: Where, when, and how people are shopping, what they’re buying and what’s influencing their choices
  • The biggest differences in how Gen Z, Millennials, Gen X and Baby Boomers are approaching the holiday shopping season and gift giving  
  • Consumer outlooks for the New Year and what they’re prioritizing in 2024

About the report


Jungle Scout conducted an anonymous survey between Oct. 24 and Oct. 25, 2023, among 1,000 U.S. consumers about their buying preferences and behaviors. Respondents represented 49 U.S. states, all genders, and ages 18 to 75+, as well as various employment types and income levels. 

Respondents were asked questions about their behaviors and spending for the October to December period. Some of the analysis in the report compares responses from this quarter to previous surveys conducted by Jungle Scout, where data has been collected on a quarterly basis since June 2020.

Using the data

We invite you to explore Jungle Scout’s Q4 2023 Consumer Trends Report and to share, reference, and publish the findings with attribution to “Jungle Scout” and a link to this page.

For more information, specific data requests or media assets, or to reach the report’s authors, please contact us at
[email protected].

About Jungle Scout

Jungle Scout is the leading all-in-one platform for ecommerce sellers, supporting more than $50 billion in annual Amazon revenue. Founded in 2015 as the first Amazon product research tool, Jungle Scout today features a full suite of best-in-class business management solutions and powerful market intelligence resources to help entrepreneurs and brands manage their ecommerce businesses. Jungle Scout is headquartered in Austin, Texas, and supports 10 global Amazon marketplaces.

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