Consumer Trends Report | Q3 2023

Quarterly Trends in Consumer Behavior

Explore the latest spending and ecommerce trends in this quarterly study of 1,000 U.S. consumers. This Q3 report contrasts shopping habits and preferences across income brackets — high-income Americans don’t just shop more frequently, they shop differently — and previews the holiday shopping season.

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Key Insights

Where and how Americans are shopping — and what they’re buying — varies wildly by income level. The habits of high-income consumers, who shop online the most frequently, are often in stark contrast to those who make less.

‘Tis the season, earlier again: 42% of consumers will have started their holiday shopping by the end of September. High-income shoppers are the most likely to get a jump on things — half of them are already checking off their gift lists.

When shopping on Amazon, some can afford to be pickier than others. 48% of high-income consumers consider the Climate Pledge Friendly tag “very important” in choosing products, compared to 24% of those with lower incomes.

Higher-Income Consumers Increase Spending in Q3

On the whole, consumer spending changes in the third quarter remain similar to those seen in the first half of 2023. However, quarter-over-quarter shifts among the highest and lowest income groups are notably divergent. Among consumers with annual household incomes under $50,000, 41% are spending less in Q3, while nearly the same percentage of those with incomes above $100,000 are spending more (42%).

Consumers with household incomes above $100,000 shop online more frequently than any other income group. A third of these shoppers are making online purchases at least once a day, and 82% of them use Amazon Prime. Download the full report to see what they’re buying and how their preferences differ from consumers with lower incomes.

A Head Start on the Holidays

Early data on holiday shopping plans indicate a continuation of one of 2022’s biggest trends: Consumers are getting started early. Even with that head start, 81% still expect to shop Black Friday or Cyber Monday sales events.

Similar to last year, inflation is expected to play a significant role in the ways shoppers approach the holidays. Across every income segment, more than half of consumers say rising costs have impacted their end-of-year spending plans, but those at the top income levels are prioritizing differently than those at lower income levels.

of consumers say rising costs have impacted their holiday spending plans

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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 where they’re cutting back
  • Data-backed insights into the preferences and habits of high-income shoppers and how they diverge from middle- and low-income consumers
  • A preview of the upcoming holiday shopping season, in-store vs. online shopping trends, and more

About the report


Jungle Scout conducted an anonymous survey between Aug. 3 and Aug. 6, 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 July to September 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 Q3 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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