Insight ReportUS Holiday 2018: Latest Survey Data Show Americans Still Have a Lot of Shopping to Do! Coresight Research November 23, 2018 Executive SummaryThis holiday season, US retailers will experience the growing purchasing power of GenZers and millennials, according to the latest survey data from the National Retail Federation (NRF) and Prosper Insights & Analytics. Some 43% of GenZers (those ages 18–24) and 38% of millennials (ages 25–34) plan to spend more this holiday than they did last year. But, in absolute terms, their spending falls short of the $1,007 average spend for all adults, which is driven by those 35 years and older. The top toy for girls is Barbie, and for boys, LEGO. Some 70% of holiday shoppers plan charitable activities this holiday, and 78% of charitable consumers say it will have no impact on their overall holiday spending. Click here to read Coresight’s coverage on US holiday retail and gain key retail insights for 2019 and prior years. Already a subscriber? Log in You are currently viewing a preview of this report. Please select an access option to view the full report. Hide Options - Show Options + Get unlimited access to all our research with one of our subscription plans. View Subscription Plans or Contact us to purchase this report. Contact us ✕ This document was generated for Other research you may be interested in: Sentiment by Age—Younger Consumers Are More Optimistic but Older Consumers’ Sentiment Improves: US Consumer Survey InsightsWeekly US Store Openings and Closures Tracker 2025, Week 23: Rite Aid To Close Almost 500 StoresEconomic Confidence Climbs; Financial Optimism Turns Positive: Weekly US Consumer Sentiment, Week 23, 2025—InfographicRolling Metric Picks Up After Last Week’s Dip: Weekly US Consumer Sentiment, Week 29, 2025—Infographic
