One season. Different shoppers. Different decisions.
Based exclusively on ThinkNow Holiday Shopping 2026: Multicultural Consumer Study, a national study of 1,500 U.S. adults.
For years, holiday shopping could be represented as a relatively linear path.
Editorial note: The title and the contrast between the “old journey” and “new journey” are strategic interpretations of the behaviors measured in the study. They are not literal survey questions.
Shoppers are starting earlier. AI is entering discovery. Social media is becoming a shopping channel. Economic pressure is reshaping budgets and decisions.
ThinkNow surveyed 1,500 U.S. adults age 18+. The sample includes 500 Hispanic, 250 Black, 250 Asian and 500 Non-Hispanic White respondents. Total Market results are weighted; holiday-specific questions are based on shoppers who plan to purchase gifts.
One season. Very different shoppers.
The Total Market can tell us what is happening. Differences between audiences show where a strategy needs greater precision.
Planned spending also varies by audience. The Total Market average is $752, ranging from $528 among Asian shoppers to $785 among Non-Hispanic White shoppers.
Inflation / rising prices influence 58% of holiday shoppers. Black (58.4%) and Asian (56.2%) shoppers are the groups most likely to plan to keep total holiday spending below $500.
The journey starts earlier and in more places.
By the end of Black Friday / Cyber Monday weekend, 77.7% of shoppers have already started or finished their holiday shopping. Another 33.8% begin in September or October, while 24.0% begin in November before Thanksgiving.
Ai is entering discovery.
The generational gap is even wider: 52.3% of Gen Z and 47.7% of Millennials use or plan to use AI for gift ideas, compared with 14.6% of Boomers.
Social is becoming part of the storefront.
Online retailer sites remain the leading destination at 61.3% of the Total Market. But social media shopping varies sharply by audience and generation.
Payment behavior changes by audience, too.
The marketing question: Do you know where your audience enters the journey and which options they use to complete it?
Reach is not the same as relevance.
Technology is transforming discovery. But reaching an audience and being relevant to that audience are still two different things.
Relevance can also extend the calendar. 37.4% of Hispanic shoppers celebrate Three Kings Day and consider it important to their household. Among those who celebrate, 61.6% mention a special family dinner, 60.0% gifts for children and 52.7% traditional foods such as Rosca de Reyes.
One season. Many paths to purchase.
Holiday Shopping 2026 shows a market where timing, discovery, channels, payments, budgets, language and culture do not behave the same way across audiences.
The average shows you the market. The differences show you the opportunity.
For sample buyers, the implication is direct: if a strategy needs to understand differences between targets, the research needs enough representation to analyze those groups separately and compare behaviors with rigor.
ThinkNow’s study was designed with oversamples of Hispanic, Black and Asian consumers and reports statistically significant differences at the 95% confidence level where applicable.
The Holidays are upon us again. It seems they come faster every year. This holiday season comes after a summer of high gas prices so we were curious to know how that might affect spending. We surveyed 1,500 U.S. adults online about how they plan to shop, spend, and celebrate this holiday season. The sample has 500 Hispanic, 250 Black, 250 Asian, and 500 non-Hispanic White respondents and was weighted to represent the U.S. 18+ population. Where possible, we compared this year’s results with surveys we fielded in 2023 and 2025.
Download the full report here.
Most of our trend comparisons go back to 2023, and a few compare with 2025. The largest change is timing. Fifty-eight percent of shoppers now start before Black Friday, up from 40% in 2023. Gift cards moved from 48% to 58.9% of shoppers, and clothing from 54% to 59.2%. Shopping mainly on online retailer sites went from 54% to 61.3%.
Two measures slipped a little. Twenty-three percent plan to spend more than last year, down slightly from 25% in 2023, and 27.2% plan to use buy now, pay later for gifts, down slightly from 29%. Both changes are small enough that we would not read much into them.
Attitudes have moved as well. Financial optimism sits at 35.7%, down from 40% in 2025. Among Hispanic shoppers, the preference for a Spanish-language option rose from 53% in 2025 to 63.5%, and the share rating culturally relevant holiday marketing as important rose from 42% to 57.1%. We cover that further down.
Almost as many shoppers plan to spend less this year as plan to spend more. Twenty-three percent said more, mostly because of higher prices, and 23.3% said less, largely because of inflation. Hispanic shoppers are the most likely to spend more (31.4%), followed by Black shoppers (25.5%), non-Hispanic White shoppers (20.6%), and Asian shoppers (17.4%).
Men are more likely than women to plan a bigger budget (27.1% vs. 18.1%). Both groups feel about the same about their finances, with 36.5% of men and 34.3% of women saying they are better off than a year ago. This survey can't tell us why the spending plans differ.
Overall, 35.7% say their finances are better than a year ago. Black consumers are the most upbeat at 42.5% and Asian consumers the least at 32.4%. Gen Z sits far above everyone else at 57.5%, while only 18.1% of Boomers feel that way.
Budgets stay small for a lot of people. Forty-six percent plan to spend under $500 in total, including 58.4% of Black and 56.2% of Asian shoppers. Average planned spending follows the same split, at $549 for Black and $528 for Asian shoppers, against $744 for Hispanic and $785 for non-Hispanic White shoppers. Gen Z is in the same spot as the lower-budget groups, with 55.0% under $500 against 39.2% of Gen X.
Inflation is the biggest factor in how people plan to shop (58%), followed by tariffs (31%). Hispanic shoppers are the most likely to bring up housing or rent costs (40%).
By the end of Black Friday and Cyber Monday weekend, 77.7% of shoppers have started or finished. About a third (33.8%) begin in September or October, and another 24.0% begin in November before Thanksgiving. Only 20.6% wait for the final stretch.
The pre-Thanksgiving November group skews Asian (34.4%) and Hispanic (31.8%), against 21.0% of non-Hispanic White shoppers.
Thirty-four percent have used or plan to use AI for gift ideas this year. Black shoppers lead at 44.2%, Hispanic shoppers follow at 40.7%, and then come Asian shoppers at 35.7% and non-Hispanic White shoppers at 30.9%. The spread by age is much wider than the spread by race or ethnicity: 52.3% of Gen Z and 47.7% of Millennials, against 14.6% of Boomers.
The numbers drop when the question shifts to retailers. Only 18.8% of shoppers want AI-powered personalized gift recommendations as a retail feature. Interest runs highest among Asian shoppers (28.2%, against 17.1% of non-Hispanic White shoppers) and Black shoppers (24.9%), and among Gen Z (27.4%) and Millennials (26.3%).
Online retailer sites are the top destination at 61.3%. Black shoppers are the exception at 49.8%, against 61.4% to 62.8% for every other group. Hispanic shoppers buy through social media platforms at 23.2%, against 14.1% of non-Hispanic White shoppers. Gen Z is at 31.5% and Boomers are at 3.0%, one of the widest gaps in the study.
Cyber Monday interest is high everywhere, between 71% and 81% across race and ethnicity, with no significant gaps. Black shoppers lead on curbside pickup and buy-online-pickup-in-store (58.3% vs. 45.6% of non-Hispanic White shoppers).
Waiting for a sale (45.9%) and using coupons or promo codes (43.7%) are the most common deal habits. Coupon use varies by group: 46.4% of non-Hispanic White shoppers, 43.6% of Asian shoppers, 38.1% of Hispanic shoppers, and 30.6% of Black shoppers.
About a quarter (27.2%) plan to use buy now, pay later for gifts. Black shoppers are far more open to it (41.5%), followed by Hispanic (32.6%), non-Hispanic White (23.3%), and Asian (20.1%) shoppers. Among Gen Z, 45.0% plan to use it, against 11.3% of Boomers.
Gift cards top the list for non-Hispanic White shoppers (64.3%) and rank lower for Hispanic (48.0%) and Black (44.5%) shoppers. Those two groups buy more clothing (66.5% and 60.1%).
Among Hispanic shoppers, 63.5% prefer a Spanish-language option when shopping online, up from 53% in 2025. And 57.1% rate culturally relevant holiday marketing as important, up significantly from 42% a year ago. A 15-point move in one year is large, and it is the change we would want a retailer to look at first.
Three Kings Day matters to 37.4% of Hispanic shoppers, who celebrate it and consider it an important holiday for their household. Among those who celebrate, 61.6% point to a special family dinner, 60.0% say gifts for children are the center of it, and 52.7% mention traditional foods like Rosca de Reyes.
Start campaigns early, since 58% of shoppers are underway before Black Friday. Put a Spanish-language option in front of Hispanic shoppers and plan Three Kings Day content for early January. Make sure your brand shows up when someone asks a chatbot for gift ideas, because a third of shoppers are doing exactly that. Hold off on building your own AI recommendation tool until you know your customers want one, since only 18.8% say they do. And lead with price: 58% cite inflation and 46% plan to spend under $500 in total.
The full report has cuts by race and ethnicity, generation, and gender. You can download it here, or if you need a version built around your category, get in touch with the ThinkNow team.
For years, many brands have operated under a quiet assumption:
The more culturally specific you are, the greater the risk.
Traditional logic suggests that neutrality protects mass reach and that leaning into specific cultural identity may create controversy or alienate audiences.
But new data from ThinkNow challenges that belief directly.
We conducted an online survey among residents of the Los Angeles DMA, exploring perceptions of Bad Bunny’s selection as the Super Bowl Halftime performer. The findings do not reveal hesitation. They reveal validation.
The myth of cultural risk does not hold up under data scrutiny.
Download the full report here.
Overall sentiment toward Bad Bunny’s participation is clearly favorable among all Los Angelenos.
Consumers are not reacting defensively to representation. They are recognizing it as culturally meaningful and aligned with broader shifts in American culture.
The assumption that cultural specificity shrinks reach is not reflected in audience perception in one of the country’s most culturally influential markets.
Sports engagement among LA DMA residents is widespread:
Rather than fragmenting audiences, cultural relevance drives additional engagement.
If representativeness were truly a brand risk, perception metrics would reflect hesitation or backlash. The data shows the opposite.
When asked how a brand using Bad Bunny in a Super Bowl commercial would affect perception:
On perceived risk:
In other words, perceived controversy is limited.
The commercial upside, however, is measurable:
Brands using Bad Bunny are most commonly associated with being inclusive, youth-oriented, and trend-forward.
This is not reputational erosion. It is brand strengthening.
Los Angeles is widely viewed as a cultural hub.
Among LA County residents:
LA is not a peripheral market. It is a leading indicator of where culture is moving nationally.
The data does not support the belief that cultural representation creates brand danger.
It shows the opposite:
The myth of cultural risk appears to exist more in corporate caution than in consumer behavior.
For brands planning national campaigns, especially in high-visibility moments like the Super Bowl, the question is no longer whether representation is risky.
The question is whether ignoring cultural reality is the greater risk.
Because for consumers, representation is not a gamble. It is a need.
If you are planning national or multicultural campaigns, this study provides concrete evidence of how consumers actually respond to cultural representation.
Download the full report to explore the complete findings, data, and analysis from the LA DMA study.
Holiday 2025 is shaping up to be a year of early planning, tighter budgets, and strategic channel shifting, and Hispanic consumers are at the center of this transformation. A national survey of 600 adults, including 300 Hispanics and 300 Non-Hispanics, uncovers how economic pressures, DEI pullbacks, and rising household costs are reshaping holiday behavior across the country. The data reveals that Hispanic shoppers are changing behavior more quickly and more decisively than their Non-Hispanic peers, which creates both challenges and opportunities for brands trying to reach these high-value households.
Download the full report here.
Three out of four Hispanics say their everyday spending has changed since the start of the year. This is significantly higher than Non-Hispanics. Cost sensitivity is driving widespread behavior changes. More than six in ten Hispanics are cooking at home more often, cutting back on dining out, and choosing lower cost or secondhand alternatives. Budget adjustments are strongest among bilingual and Spanish dominant households, which are also the groups most likely to adopt new savings tactics and switch retailers.
Over the past six months both Hispanics and Non-Hispanics have shifted toward free media, but Hispanics are leading the migration. Cancellations of paid streaming platforms are more common among Hispanic households, especially Millennials and bilingual respondents. YouTube, social media, and free video services show rising engagement. Millennials have the highest rate of switching, reinforcing that mobile first video first environments remain essential for effective holiday advertising.
Christmas, Thanksgiving, and New Year’s Eve remain universally celebrated, but Hispanic cultural traditions play a strong secondary role. Nochebuena, Día de Muertos, Las Posadas, and Three Kings’ Day show high participation among Hispanic respondents, which expands the holiday window for marketers seeking season-long engagement.
Holiday shopping begins early for many Hispanics. Nearly 30 percent of bilingual consumers begin shopping by July and Spanish dominant shoppers peak in November before Black Friday. Gen X consumers are the most likely to start early across both ethnic groups.
Spending intent is another differentiator. Hispanics plan to spend an average of 702 dollars on gifts compared to 616 dollars among Non-Hispanics. Twenty five percent of Hispanics expect to spend 1,000 dollars or more. Larger households and buying for more children contribute to these higher totals.
Amazon, Temu, eBay, Walmart, and Target continue to lead among all segments. Hispanics show a stronger mix of channels. They are more likely than Non-Hispanics to shop at department stores and discount stores, yet they also report a stronger shift toward online shopping compared to last year.
Smartphones are the primary device for holiday purchases across segments, especially among younger Hispanics. This indicates that frictionless mobile checkout is no longer optional. Buy Now Pay Later is also used at higher rates among Hispanics, particularly bilingual Millennials and Gen X.
Price is the top influence for holiday shopping decisions, followed by product quality. Hispanics show higher responsiveness to offers and rewards programs. Free shipping, coupons, and loyalty benefits are the most effective promotional levers.
Discovery patterns also differ. Hispanic consumers rely more heavily on family and friends, YouTube, social media, and in-store displays for ideas. Millennials, especially bilingual Hispanics, are much more likely to use AI tools like ChatGPT when searching for gift inspiration.
Hispanics travel for pleasure during the holidays at higher rates than Non-Hispanics. Travel is largely domestic and family oriented. Millennials lead in travel intent, while Spanish dominant and bilingual consumers are the most likely among Hispanics to take trips
Nearly 60 percent of bilingual Hispanics say the race or ethnicity of influencers is important when deciding whether to trust recommendations. Millennials show similar patterns. This contrasts sharply with English dominant Hispanics and Boomers, who place less weight on cultural identity. This signals that representation continues to matter, especially for younger bicultural audiences.
Holiday 2025 consumer behavior is defined by early planning, value sensitivity, and digital discovery. To reach Hispanic households effectively during the Holiday season, brands should consider the following actions.
The 2025 holiday season will likely reward brands that understand how quickly Hispanic consumers are adapting to economic pressures and evolving digital habits. Their stronger shift toward value seeking, earlier shopping timelines, high mobile engagement, and reliance on family, social platforms, and culturally aligned influencers creates a distinct path to purchase that is not mirrored in the broader market. These households are younger, larger, and more active across retail channels which positions them as a critical growth audience for retailers and advertisers. Brands that meet them with relevant language, compelling offers, and mobile friendly experiences will capture disproportionate share in a competitive season that begins earlier each year.
Download the full report here.
As we navigate a year of economic uncertainty and shifting consumer shopping preferences, ThinkNow’s latest Clicks vs. Carts: 2025 Shoppers Report reveals a nuanced picture of how Americans are shopping in 2025, and what that means for retailers, marketers, and brands looking to stay competitive. The quantitative research report is based on a nationally representative sample of 1,500 consumers from ThinkNow’s market research panels and breaks out the findings by age and ethnicity. Some highlights include:
While two out of five Americans believe their finances will improve this year, the country remains split on the broader economic outlook. Inflation remains the top concern across all demographics, especially among older consumers. Millennials and Gen Z are more hopeful about their personal financial future, which is an encouraging sign for brands targeting younger buyers.
In 2025, consumers are prioritizing practical purchases such as smartphones, travel, electronics, and home upgrades. Big-ticket items like homes and luxury goods are on the back burner. More than ever, brands must now focus their messaging on value, durability, and emotional connection.
Online shopping continues to grow, with nearly half of Americans making online purchases at least once a week. Gen Z and Millennials lead the charge here, with Gen Z showing the highest daily online shopping rates. Still, in-store shopping remains vital—especially for groceries, alcohol, and home goods—proving that omnichannel strategies are essential.
Clothing and fashion purchases increasingly straddle online and in-store channels, as consumers seek convenience and tactile experience. Millennials are expanding their online habits into groceries and appliances, while Gen Z is driving new growth in beauty and electronics online.
Across categories, price and quality are the two biggest decision drivers. Brand reputation, customer reviews, and the ability to touch or try products also play a role, especially for big purchases. Speed of delivery and easier returns are crucial levers for increasing online conversion.
Amazon is the top online retailer, but Walmart and Target are strong contenders, especially among African American and Hispanic consumers. Younger shoppers are also exploring platforms like Shein, Nike, and Instacart, reflecting a broadening of the digital marketplace.
More than half of Hispanic consumers say they sometimes or always look for Spanish-language shopping options. Millennials and Gen X Hispanics also place greater importance on culturally relevant marketing, from language to holiday promotions. For brands, marketing to the nation’s growing Hispanic population isn't a trend—it's a necessity.
Consumers see faster delivery, mobile-first shopping, and sustainable options as key trends shaping the future. Gen Z and Millennials are driving interest in social media shopping, while Gen X shows the greatest enthusiasm for immersive retail experiences like AR and VR.
To boost online sales, consumers are calling for better discounts, faster shipping, and simpler return processes. This points to a continued expectation for convenience, transparency, and value delivered with cultural fluency and digital agility.
As consumer shopping expectations evolve, brands must adapt strategies that blend price sensitivity, omnichannel experiences, and cultural resonance. Whether online, in-store, or in-between, the shopping journey of 2025 is dynamic and deeply human.
Download the report here.
In today’s fast-paced world, consumers face a constant stream of messages, making it increasingly difficult for brands to stand out and for customers to commit. Relationship design is emerging as a key strategy to reduce churn and foster long-term brand loyalty. By crafting thoughtful customer interactions – whether in person or online – brands can create spaces where they feel safe, supported, and valued. This approach builds trust, encourages engagement on their terms, and instills the confidence they need to spend freely.
A cornerstone of relationship design is the concept of "feedback loops." Actively seeking customer input allows brands to refine their offerings and continuously strengthen connections with their audience. As brands scale, maintaining these relationships requires systems that enable consistent engagement and feedback to ensure the bond remains strong over time. This dynamic helps brands stay attuned to evolving needs while demonstrating a genuine commitment to their customers.
Human connection is at the heart of relationship design. Personalized emails, meaningful social media interactions, and attentive customer service are just a few ways brands can cultivate trust and authenticity. Additionally, brands that authentically live out their values and mission resonate more deeply with consumers, particularly when those values align with the consumers' own beliefs.
Ultimately, relationship design goes beyond selling a product or service—it’s about crafting meaningful experiences that inspire repeat business and transform customers into brand advocates. When executed effectively, it’s a win-win for both the brand and the consumer.
In this episode of The New Mainstream podcast, Cairo Marsh, Founder & Executive Partner at relativ, shares insights on how brands can thrive by fostering a culture of care and connection through relationship design.
Although the COVID-19 pandemic accelerated the shift to digital for many consumers, e-commerce in Mexico had already been experiencing steady growth prior to the pandemic. According to the 2020 "Impact of COVID-19 on Online Sales" report by the Mexican Association of Online Sales (AMVO), app-based sales in Mexico surged by 90% from April to June of that year. Additionally, 19% of respondents predicted that by 2021, e-commerce would make up more than 30% of their total sales.
While technology has become more accessible and online shopping platforms offer greater variety and convenience, they are not the only option for many consumers. To better understand Mexico's e-commerce landscape, ThinkNow conducted a nationwide quantitative survey, analyzing data by gender, socio-economic level, and age. The study provided valuable insights into online shoppers’ behaviors, including the influence of reviews, holiday shopping trends, and spending expectations.
Click here to download the report.
The trend of online shopping continues to gain momentum, particularly among younger consumers and those in higher socio-economic segments. Our findings reveal that three out of five Mexicans shop online, although it is important to note that shopping remains a blend of physical and digital experiences. In certain segments, physical stores continue to play a crucial role, primarily due to the need to interact with products before making a purchase—an experience that digital platforms cannot fully replicate.
There is also a clear relationship between socioeconomic level and online shopping frequency, with higher-income segments conducting more digital transactions. Our findings highlight a significant need for financial solutions tailored to lower socio-economic segments, as limited access to electronic payment options remains a key barrier to online shopping. It's also worth noting that younger generations, particularly Millennials and Generation Z, are the most frequent online shoppers.
The way Mexicans shop online varies depending on where they live and their socio-economic level. However, we find that, on average, 45% of Mexicans shop online at least once weekly. Middle-lower socio-economic status (C- and D+) tend to shop less frequently. Among the most commonly purchased products online are clothing, personal care accessories, and grocery items, highlighting the range of product categories acquired online.
Consumers use a variety of retail apps for online shopping, with Walmart being a popular choice. However, Mercado Libre and Amazon have emerged as the top two leading e-commerce platforms. While Temu and Shein are newer entrants to the Mexican market, they have quickly surpassed several competitors in converting brand awareness into user engagement.
What does e-commerce offer to Mexican consumers? Primarily, the convenience of shopping from home at any time of day which is especially appealing to younger generations. In fact, seven out of ten consumers learn about current promotions through store apps or websites, followed by social media. This allows retailers to leverage exclusive online deals and discounts to attract and engage consumers.
Smartphones have become the primary device for online shopping and are closely linked to how users discover promotions. Another key factor influencing online purchase decisions is customer reviews and ratings. Millennials and Gen Zers, in particular, place more trust in reviews than older consumers, who tend to base their decisions on other factors. Additionally, the importance of reviews decreases as socio-economic level rises, with reviews being most significant for consumers in the AB/C+ socio-economic segments.
Nearly all consumers plan to make purchases during the holiday season, though not all intend to do so online. A primary reason for this is the desire to avoid potential shipping delays during this high-demand season. Amazon and Mercado Libre remain the preferred online retailers for holiday purchases, with these platforms being more popular for year-end shopping than regular purchases—likely due to guaranteed delivery promises and special seasonal offers.
For the 2024 holiday season, almost half of Mexican consumers plan to spend more on gifts compared to 2023, whereas others plan to maintain their current spending levels. Boomers are generally more cautious with their finances, but Millennials are willing to spend more during this season. The estimated average holiday spending is 1,800 pesos, with some variations depending on the demographic group.
The growing demand for e-commerce in Mexico will continue to expand, offering year-round opportunities for retailers, particularly during the holiday season. While physical stores remain essential for certain segments, retailers must pursue an omnichannel approach, seamlessly integrating both online and offline experiences to meet the evolving needs of consumers.
Click here to download the report.