Digital Marketing Researches & Reports

2019 Consumer Holiday Shopping Report | OpenX

Digital Marketing Strategy | USA

While the importance of the holiday seasons in the United States has stayed consistent, almost everything else has changed…

  • The way US people shop;
  • The way they get gift ideas;
  • How to best reach them with marketing and advertising;

All of this is changing rapidly, making seasoned holiday marketers reevaluate their holiday marketing strategies.

To better understand today’s US consumer landscape, OpenX partnered with the global research firm The Harris Poll to explore how US consumers shop, and how they engage with media today.

How the US Consumer Shopping Ahead of 2019’s Holiday Season:

  • Half of US shoppers have begun their holiday shopping by September.
  • $862 is the amount that the US shoppers plan to spend this holiday season with an increase of 5% than last year ($819).
  • Half of US Millennials plan to spend higher than the US average.
  • On Black Friday, traditionally a day for brick-and-mortar, the number of US consumers planning to shop online vs. in-store is almost identical.
  • On Cyber Monday, 7 in 10 of Millennials plan to shop online in 2019, more than a 30% increase over 2018.
  • Moreover, 43% of shoppers feel Cyber Monday offers the best deals of the year.
  • 69% of millennials are more likely to use their phones to shop this holiday season than desktop or laptops.
  • 68% of shoppers report having gotten a gift idea after seeing an ad.
Holiday shopping stats, holiday shopping trends 2019 United States Who US Consumers Plan to Shop for in 2019

Who US Consumers Plan to Shop for in 2019

Related:2019 Holiday Preview: An Omnichannel Christmas | Field Agent

How Millennials & Dads in the US Shop During the Holiday Shopping Season:

  • US Millennials are planning on spending 15% more this holiday season than the average consumer, and 25% more than baby boomers.
  • US dads plan on spending $192 on themselves this year, which is 61% more than the average of US consumers.
  • $990 is the amount millennials plan to spend on gifts this year.
  • Both Millennials and dads are more likely to be shopping at work.
  • Millennials are much more likely to use mobile devices to research gifts, 25% more than the general population, while dads are more likely to research gifts on a desktop or laptop.
Holiday Shopping 2019 USA, How Millennials & Dads in the US Shop During the Holiday Shopping Season:

Holiday Shopping USA (2019 Vs. 2018)

Related: The Pet Effect: 2019 Holiday Shopping Report | Rover

Table of Content of the “2019 Consumer Holiday Shopping Report”:

  • Report Methodology
  • Setting the Scene
  • Digital-First Shopping
  • The Importance of Millennials
  • Demographic Snapshot – Millennials
  • The Season of Streaming
  • Demographic Snapshots – Dads
  • Advertising Takeaways
  • Shopping by the Numbers
  • Media & Advertising by the Numbers

Related: Holiday Online Shopping Trends 2019: Retailers Win with Customer Centricity

Number of Pages:

  • 17 Pages


  • Free


Data in this report is based on an online survey was conducted within the United States in August 2019 among 2,000 adults that reported plans to shop this holiday season.

2019 Consumer Holiday Shopping Report OpenX , report Methodology

2019 Consumer Holiday Shopping Report Methodology


OpenX is a programmatic advertising technology company. The company has developed an integrated technology platform that combines ad server and a real-time bidding exchange with a standard supply-side platform ensuring the highest real-time value for any trade. OpenX powers highly relevant advertising at global scale, delivering quality and value to brands, publishers and consumers across every type of connected screen and ad format. The company’s leading technology aggregates, curates and values consumer interest in real time on one of the world’s largest and highest quality ad exchanges to ensure marketers reach exactly the audience they want.


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