At A Glance
Holiday spending is starting earlier, shifting further online, and holding steady year-over-year. Experian’s 2023 Holiday spending trends and insights report shows promotions pulling demand into October and November, steady consumer intent across the season, and growing overlap between online and in-store journeys. For marketers, that means planning sooner, connecting channels more deliberately, and measuring performance across the full holiday window.Holiday shopping no longer starts in December. Consumers are responding to earlier promotions, moving fluidly between online and physical stores, and maintaining consistent spending despite economic uncertainty. Experian’s 2023 Holiday spending trends and insights report breaks down what’s changing and how marketers can respond.
Here are three holiday spending insights shaping the 2023 holiday season.
1. Holiday spending is starting earlier
Holiday momentum now builds well before December. Promotions tied to Cyber Week and early online deals are shifting spending into October and November, extending the window for planning and activation.
Holiday sales by month vs. holiday sales (October-December)
| October | November | December | |
| 2022 | 31% | 33% | 36% |
| 2021 | 30% | 32% | 38% |
| 2020 | 31% | 32% | 37% |
| 2019 | 30% | 33% | 38% |
Cyber Week alone accounts for 8% of total holiday spending. Early activity rewards brands that show up sooner with relevant offers and consistent messaging. Marketers that plan for earlier holiday spending stay visible throughout the entire purchase cycle.
How can you apply these holiday spending insights to your campaigns?
Reach the right shoppers with your promotions with sell-side targeting. This approach gives you control over where ads appear while supporting visibility through direct publisher connections across mobile, web, and connected TV (CTV). Earlier reach helps keep your brand present as shoppers move from browsing to buying.
2. Online holiday spending continues to grow
Shoppers are increasingly researching, comparing prices, and planning purchases online. Online holiday spending increased 1% year-over-year, while in-store activity saw a 1% year-over-year decrease.
Online vs. in-store sales in 2022 by month (October-December)
| October | November | December | |
| Online | 29% | 34% | 38% |
| In-store | 32% | 32% | 36% |
Online sales still represent about one-third of total holiday shopping, but growth opportunities remain strong, especially in categories like electronics, office supplies, and gaming. Even when purchases happen in-store, online activity often plays a role earlier in the journey.
How can you apply these holiday spending insights to your campaigns?
Support omnichannel shopping behavior with an agnostic identity graph. By connecting device and media signals, you can bring together online and offline activity, gain a clearer view of your audience, and make informed decisions about channel mix and budget allocation.
3. Holiday spending remains steady year-over-year
Holiday spending in 2023 is tracking closely with 2022, signaling consistent consumer intent throughout the season. Last year’s early promotional response in October was followed by steady spending through year end.
Year-over-year change on average consumer spending
| October | November | December | |
| 2020 vs. 2019 | 14% | 12% | 10% |
| 2021 vs. 2020 | 6% | 8% | 5% |
| 2022 vs. 2021 | 7% | 3% | 2% |
Overall holiday spending increased by 2% in 2022. That stability gives marketers room to focus on optimization and measurement, rather than reacting to short-term swings. When conditions remain consistent, it becomes easier to tie media decisions to meaningful business outcomes.
How can you apply these holiday spending insights to your campaigns?
Strengthen your strategy with data enrichment. Adding deeper insight into shopper preferences and behaviors helps tailor messaging and maintain consistency across channels, supporting stronger connections throughout the season.
Key takeaways
Get ready for the 2025 holiday season
2025 Holiday spending trends and insights report
Download Experian’s 2025 Holiday spending trends and insights report, in collaboration with GroundTruth. Inside you’ll find:
- When shoppers plan to buy
- Why stores still drive results
- Where marketers are placing their bets
- How AI is shaping discovery
Access our full set of predictions and plan your next holiday season now.
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FAQs
Experian’s 2023 holiday spending analysis shows shoppers starting earlier, engaging more through digital channels, and maintaining steady year-over-year spend. These behaviors extend the season and reward brands that activate sooner. For marketers, this creates a longer runway to influence demand and measure impact.
Experian uses identity as the foundation to connect digital exposure with in-store and online purchase behavior. This approach allows marketers to see how holiday spending unfolds across channels rather than treating each interaction separately. The result is a clearer view of how media drives outcomes throughout the season.
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping to lead their brands to new heights in ad tech. Today’s interview is with Jordan Feivelson, VP, Digital Audiences at Webbula. Jordan is a 22-year advertising industry veteran who has worked for media properties such as WebMD and Disney. Over the past ten years, he has transitioned to the data and programmatic space, including growing the data business for Kantar Shopcom and Adstra. What types of advertisers might benefit from utilizing Webbula audiences across various verticals? Can you provide examples of how different industries successfully leverage your data to achieve specific campaign goals? Most advertisers can leverage Webbula’s award-winning attributes for their activation initiatives. 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Examples of Data Sources: Questionnaires: Self-reported data through surveys, offer submissions, and telemarketing. Transactions: Deterministic data from aftermarket parts, online purchases or services, and more. Sign-ups: Individually linked data from information entered through sweepstakes, infomercials, newsletters, and forms. What differentiates Webbula's data from other data providers in the market? Can you explain the unique value proposition that Webbula offers in terms of data depth and breadth? Due to our extensive experience in data cleansing, we provide the most accurate data within the programmatic ecosystem. TruthSet, the leading programmatic accuracy measurement company, has ranked Webbula as having the highest number of top attributes compared to other data providers with 150M+ HEMs. Additionally, Publicis Groupe and Neutronian further validate Webbula's data quality, underscoring its position as a leader in the industry. 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Success stories Can you share success stories where advertisers saw significant campaign improvements using Webbula’s data? What were the key factors that contributed to these successes? Our success is measured by client feedback and increased client spend. Webbula has helped several key advertisers achieve six-figure monthly thresholds by providing the most accurate data to meet campaign KPIs. Clients consistently return to use our data, validating our belief that “the proof is in the pudding.” Thanks for the interview. Any recommendations for our readers if they want to learn more? For those interested in learning more about Webbula, reach out for a personalized consultation. Contact us Latest posts
Experian’s 2024 Holiday spending trends and insights report covers consumer spending trends for the holiday season.