The holiday season in the United States represents the pinnacle of American commercialism, stretching out from October to January and encompassing the iconic festivities of Halloween, Thanksgiving, and Christmas, without forgetting Hannukah and Kwanzaa. The increasingly early appearance of Christmas ads and decorations has led some to jokingly dub the season as “Hallowthanksmas.” The season is typically considered the busiest time of the year for the retail and advertising sectors alike, with an increase in trade that usually kicks off on Black Friday – the day after Thanksgiving – and reaches its zenith around Christmas.
were forecast to sum up to an impressive 979.5 billion U.S. dollars in 2024.
Online search engines: all treats, no tricks
Spooky season is particularly prized in the U.S., with children and adults alike diving headfirst into a world of cobwebs, candy, and pumpkin-flavored everything from Honolulu to Hialeah. Projected
annual Halloween spending hit an all-time high of more than 12 billion dollars in 2023, with forecasts for 2024 being only slightly lower. Online search engines were the
most common inspiration source for Halloween ideas among American consumers in 2024, while social media platforms were also favored choices.
Black Friday and Cyber Monday: reaching new heights in 2024
Black Friday falls on the fourth Friday of November each year, with its e-commerce counterpart Cyber Monday following three days later. The two shopping days are some of the busiest of the year in the U.S., with more than 30 billion dollars expected to be raked in over the 2024 Thanksgiving weekend
in e-commerce revenue alone. A significant portion of Black Friday and Cyber Monday shoppers learned about the weekend's deals digitally, with more than four in 10 American shoppers
discovering them through social media platforms, online ads, or online marketplace websites.
Christmas campaigns: becoming a fall staple
The jolliest holiday of them all is customarily also the largest economic stimulant, with sales surging significantly in almost all retail areas. Since the 2008 recession, the
growth of Christmas holiday retail sales has been steady. Half of Christmas shoppers said they were most likely to
start buying holiday gifts before the end of October, with only one in 10 planning to start in December. Half of American shoppers cited promotions and discounts as the
most liked aspects of holiday season campaigns, while four out of 10 mentioned festive holiday themes – highlighting the delicate balance between seasonal cheer and the economy’s ebbs and flows.
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