As the 2024 holiday season approaches, consumers are shifting their shopping habits in response to rising costs and a growing focus on sustainability.
According to project44’s latest report, The State of Consumer Holiday Shopping 2024, shoppers are starting their holiday purchases earlier than ever, with many looking for ways to save on shipping while supporting eco-conscious brands. The annual survey, which gathered insights from over 1,300 consumers globally, highlights key trends that retailers need to pay attention to as they prepare for the upcoming peak shopping season.
Timing
One of the standout trends this year is the continuation of the “holiday creep” phenomenon, where 68% of consumers plan to start their holiday shopping before the traditional season (mid-November to December). This shift is driven in part by a desire to avoid rising costs, particularly in shipping. Shoppers are concerned about increased shipping fees and the possible elimination of free shipping, with 25% identifying this as their top worry. Another 18% are concerned that shipping prices may be higher than last year. These cost-conscious consumers are not only focused on saving money but are also less willing to pay extra to guarantee on-time holiday deliveries, with 53% saying they would not pay higher prices to ensure timely arrivals.
Sustainability
Sustainability also plays a larger role in consumer decisions this year. According to project44’s report, 65% of shoppers plan to prioritize brands that demonstrate a commitment to sustainability, but only if it doesn’t come at a higher cost. Additionally, 51% of consumers are planning to shop earlier and choose slower delivery methods in an effort to reduce their carbon footprint. This preference for slower, eco-friendly delivery options signals a shift in consumer behavior, as shoppers seek to align their purchasing choices with their values—without sacrificing affordability.
Reliability
Reliability remains a key factor, too. According to the survey, 58% of consumers say they’re unlikely to shop with a retailer that has historically missed promised delivery dates. This means that retailers must prioritize dependable shipping to stay competitive.
Carson Krieg, Director of Global Alliances at project44, summed up the trends by noting, “Shopping for gifts before peak season can help shoppers save money, lower carbon emissions, and limit delayed shipping headaches. In 2024, retailers prioritizing reliable shipping and reducing carbon emissions will have a competitive advantage over brands that don’t.”
As we discussed in a recent webinar, it’s clear that consumer preferences are changing, with cost and sustainability top of mind. Retailers who can meet these demands—offering timely, reliable shipping without sacrificing eco-friendly practices—are poised for success in 2024.
For more insights into these shifting holiday shopping trends, download the full State of Consumer Holiday Shopping 2024 report from project44.