D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Consumer behavior in the United States - statistics & facts
The United States economy, the world’s largest economy by nominal GDP, would not be where it is today without its consumers. Even during unfavorable times like the coronavirus (COVID-19) pandemic or in the face of higher inflation, American shoppers have proven to be quite resilient and willing to spend. In fact, around 30 percent of surveyed U.S. consumers said they would continue buying beauty supplies and alcohol at the same rate, despite the ongoing recession.
Although holiday shopping events, like Black Friday, result in one of the more expensive times for shoppers in the United States, it is far from the only costly retail occasion. In 2023, projected spending on Mother’s Day surpassed 270 U.S. dollars per capita, while average back-to-college expenditures were expected to exceed 1,350 U.S. dollars.
Average spending for the average consumer
The average American consumer spends a lot of money on goods and services: a truth that is especially apparent when comparisons are made with consumers living in other North American and European countries. During the holidays of 2023, for example, average expected spending on gifts in the United States was expected to reach over 920 U.S. dollars per person. At roughly 507 euros (approximately 546 U.S. dollars), Germans were planning to spend far less on Christmas presents during the same year.Although holiday shopping events, like Black Friday, result in one of the more expensive times for shoppers in the United States, it is far from the only costly retail occasion. In 2023, projected spending on Mother’s Day surpassed 270 U.S. dollars per capita, while average back-to-college expenditures were expected to exceed 1,350 U.S. dollars.
What matters to shoppers in the United States?
Consumers are individuals who have their personal and common grievances, and sometimes, these individuals band together to voice their concerns. As a result of today’s information age, consumers have grown (and continue to grow) remarkably aware of what they are buying, where the goods in question come from, and to what degree the manufacturing process of a particular enterprise is sustainable and/or ethical. This is especially the case in the United States. According to a survey conducted in late 2023, approximately four in five U.S. consumers said they would like companies to use more specific labels for their sustainability initiatives, rather than the umbrella term “sustainability”, which can be perceived as ambiguous or even disingenuous.
