• by Ray Schultz , September 16, 2022

Here is evidence that consumers are ready to spend this holiday season.

Roughly three out of four shoppers plan to spend the same or more on holiday shopping as they did last year, according to Holiday Report, a study by Samba TV and HarrisX.  

That means an average of $1,041, $782 for women and $1,310 for men. 

In-store is popular again, and 31% expect to do most or all of their shopping there, compared to 24% who plan to shop online.  

The in-store shoppers plan to spend more -- $1,286 compared to $853 for those who are shopping online.  

Whatever the channel, millennials plan to spend $1,139 -- $98 more than the average adult. They expect to spend the same or more money this year.

And while 31% will focus on in-store, 22% will stick to online. 

However, 39% of millennials plan to spend most of their holiday on themselves.  

Contrary to some other studies that show people are waiting for Black Friday, one in five people began their holiday shopping before September, and one out of four parents.

They plan to spend the following on: 

• Children — $356 
• Significant Other — $193 
• Myself — $183
• Extended Family — $117 
• Parents — $106
• Friends — $49
• Coworkers — $15

The product categories include:

• Clothing — 73%
• Gift cards — 57%
• Toys — 38%
• Jewelry — 33%
• Home electronics — 30%
• Smart phones, tablets, computers — 23%
• Sporting goods — 21% 
• Home appliances — 19%
• Cosmetics — 18%
• Travel — 13%
• Other — 7% 

There is one sobering note for email marketers: 83% of consumers multitask while watching TV, checking email or shopping online. Emails are competing for attention with other channels and devices. 

HarrisX surveyed 2,505 U.S. consumers from August 29-September 1.