TOP 20 HOLIDAY SHOPPING APPAREL CONSUMER STATISTICS 2025
Whenever the holidays roll around, I can’t help but notice how much my shopping cart seems to fill up with sweaters, jackets, and even socks—because let’s be real, apparel is one of the easiest ways to show thoughtfulness. That’s why diving into these holiday shopping apparel consumer statistics feels so relatable to me, since they reflect the choices I see myself and everyone around me making each season. From the pressure of hunting down the best discounts to the excitement of browsing for gifts online, these numbers capture the reality of how we all shop. I find it fascinating how apparel remains such a staple, whether it’s a cozy hoodie for a sibling or a last-minute scarf for a friend. Looking at these stats feels a little like peeking into our collective holiday habits, and it makes me think more deeply about how my own patterns fit into the bigger picture.
Top 20 Holiday Shopping Apparel Consumer Statistics 2025 (Editor’s Choice)
| Statistic | Category | Consumer Insight | Year | Region |
|---|---|---|---|---|
| 77% plan to buy apparel | Apparel Popularity | Clothing is a top holiday purchase category | 2024 | U.S. |
| 49% list clothing on wish lists | Apparel Popularity | Second only to gift cards at 53% | 2024 | U.S. |
| +3.6% growth in apparel spending | Sales Growth | Steady YoY increase across holiday season | 2024 | U.S. |
| +6.7% growth in online apparel sales | Sales Growth | Strong momentum in e-commerce channels | 2024 | U.S. |
| 64% cite discounts as purchase drivers | Deals & Pricing | Shoppers prioritize promotions | 2024 | Global |
| 59% expect free shipping | Deals & Pricing | Now considered a baseline expectation | 2024 | Global |
| 61% expect 30%+ discounts | Deals & Pricing | Especially during Black Friday events | 2024 | U.S. |
| 82% cutting essentials for holidays | Economic Adjustment | Consumers shift budgets toward gifting | 2024 | Global |
| $253B e-commerce sales | Online Shopping | Half of transactions from mobile devices | 2024 | U.S. |
| 56.5% of holiday spend via mobile | Mobile Commerce | Mobile is the dominant online channel | 2024 | Global |
| 70% shop online, 65% in-store | Omnichannel | Consumers mix digital & physical shopping | 2024 | Global |
| 21% buy gifts via social media | Social Commerce | Shopping on TikTok, Instagram, YouTube grows | 2024 | Global |
| 55% spend 11–50% of budget on social | Social Commerce | Social media becoming a key retail channel | 2024 | Global |
| 19% of purchases influenced by AI | AI & Personalization | AI-powered recommendations rising fast | 2025 | U.S. |
| $122B in returns (+28% YoY) | Returns | Growing challenge post-holidays | 2025 | Global |
| 64% of brands struggle retaining shoppers | Loyalty | Post-holiday loyalty a critical challenge | 2025 | Global |
| 45% start shopping in Sept–Oct | Early Shopping | Holiday sales begin earlier every year | 2025 | Global |
| $2,100 average spend per shopper | Spending Outlook | High-income households spend 17% more | 2025 | U.S. |
| $706 average spend on gifts | Gift Spending | Highest average since 2018 | 2024 | U.S. |
| Target’s apparel sales +40% promos | Retail Performance | Apparel drove strong seasonal performance | 2024 | U.S. |
Top 20 Holiday Shopping Apparel Consumer Statistics
Holiday Shopping Apparel Consumer Statistics #1: 77% Plan to Buy Apparel
Apparel continues to dominate holiday shopping lists, with 77% of consumers planning to purchase clothing and accessories. This makes apparel the most popular category, second only to gift cards. Retailers view this as a signal to prioritize inventory and marketing for apparel during the season. The consistency of apparel as a gifting staple also reflects its versatility across age groups and demographics. This statistic highlights the enduring role of fashion as a central part of holiday celebrations.
Holiday Shopping Apparel Consumer Statistics #2: 49% List Clothing on Wish Lists
Nearly half of shoppers place clothing and accessories on their holiday wish lists. This preference underscores how apparel is not only purchased for others but also requested as a personal gift. Clothing items often strike the right balance between practicality and personal expression. The statistic shows that fashion is deeply integrated into consumer gifting culture. For retailers, it confirms that apparel promotions resonate strongly with holiday shoppers.
Holiday Shopping Apparel Consumer Statistics #3: +3.6% Growth in Apparel Spending
Apparel sales during the holidays grew by 3.6%, signaling continued demand even amid economic uncertainties. This growth indicates resilience in fashion compared to some other retail categories. It also shows that consumers are still prioritizing seasonal wardrobes and gifting. For brands, this modest but steady rise suggests the importance of holiday-specific campaigns. The figure demonstrates a stable outlook for apparel retailers during peak shopping periods.
Holiday Shopping Apparel Consumer Statistics #4: +6.7% Growth in Online Apparel Sales
Online apparel sales outpaced overall growth with a 6.7% increase. This surge highlights the shift toward digital-first holiday shopping behavior. E-commerce channels provide shoppers with convenience, variety, and rapid delivery options. Retailers that invested in online experiences and promotions saw the strongest results. The data reinforces the idea that apparel is particularly well-suited for digital commerce.
Holiday Shopping Apparel Consumer Statistics #5: 64% Cite Discounts as Purchase Drivers
Discounts remain the leading motivator for shoppers, with 64% citing them as the primary reason for purchases. This reflects heightened price sensitivity during the holiday season. Retailers offering aggressive promotions are more likely to attract and retain customers. The statistic reveals the enduring power of sales events like Black Friday and Cyber Monday. It also emphasizes that value-driven marketing remains essential for apparel brands.
Holiday Shopping Apparel Consumer Statistics #6: 59% Expect Free Shipping
A majority of consumers, 59%, now see free shipping as a basic expectation. This expectation transforms shipping from a perk into a requirement. Retailers that fail to offer free shipping risk losing customers to competitors. The figure highlights the narrowing margins for retailers who must balance logistics costs with customer satisfaction. Free shipping has become a standard in holiday apparel e-commerce strategies.
Holiday Shopping Apparel Consumer Statistics #7: 61% Expect 30%+ Discounts
Shoppers have come to expect significant markdowns, with 61% looking for at least 30% off. This expectation shapes how consumers plan and time their purchases. Retailers face pressure to meet these demands without eroding profitability. The statistic illustrates how deal-driven shopping behaviors dominate holiday apparel sales. It also signals the importance of carefully structured promotions to sustain brand value.
Holiday Shopping Apparel Consumer Statistics #8: 82% Cutting Essentials for Holidays
In order to prioritize holiday shopping, 82% of consumers are reducing spending on essential items. This behavior demonstrates the cultural weight of gift-giving during the season. Apparel purchases benefit from this reallocation of funds, as clothing remains a top choice for gifts. The statistic reveals the sacrifices consumers are willing to make for holiday experiences. It also shows the emotional priority given to festive spending over day-to-day needs.
Holiday Shopping Apparel Consumer Statistics #9: $253B E-Commerce Sales
E-commerce reached $253 billion in holiday sales, with apparel making up a significant share. Mobile devices accounted for half of these transactions, underscoring digital convenience. This shift reflects consumers’ reliance on online browsing and checkout during busy shopping periods. Apparel, in particular, benefits from strong online discovery and giftable product categories. The figure reinforces the dominance of digital platforms in shaping holiday retail.
Holiday Shopping Apparel Consumer Statistics #10: 56.5% of Holiday Spend via Mobile
More than half of holiday online spending—56.5%—came from mobile devices. This demonstrates the central role of smartphones in shopping journeys. Apparel is especially mobile-friendly, as consumers browse styles and make quick purchases. Retailers must ensure mobile-optimized websites and apps to remain competitive. The statistic signals the urgency of investing in seamless mobile user experiences.
Holiday Shopping Apparel Consumer Statistics #11: 70% Shop Online, 65% In-Store
Most consumers blend channels, with 70% shopping online and 65% still visiting stores. This omnichannel behavior reflects the importance of both convenience and tactile experiences. Apparel remains uniquely positioned across both environments due to fit and style considerations. Retailers that integrate digital and physical touchpoints perform best. The statistic highlights the need for consistent messaging across platforms.
Holiday Shopping Apparel Consumer Statistics #12: 21% Buy Gifts via Social Media
Social media commerce is on the rise, with 21% of shoppers making holiday purchases through platforms like TikTok and Instagram. Apparel is among the most purchased categories due to its visual appeal. The figure demonstrates how entertainment and commerce are merging. Retailers leveraging influencer marketing and shoppable posts see significant benefits. This trend shows social commerce is becoming a mainstream retail channel.
Holiday Shopping Apparel Consumer Statistics #13: 55% Spend 11–50% of Budget on Social
More than half of consumers allocate 11–50% of their holiday budget to social commerce. Apparel plays a large role because of its visual nature and shareability. The statistic highlights how consumers trust and act on content-driven shopping. Retailers that invest in strong social strategies tap into this growing budget segment. It confirms the shift toward community-driven holiday shopping.
Holiday Shopping Apparel Consumer Statistics #14: 19% of Purchases Influenced by AI
AI now influences 19% of holiday purchases, marking a strong increase from previous years. Personalized recommendations are driving apparel discovery and conversions. The statistic shows how technology is shaping consumer decision-making. Retailers using AI see stronger engagement and conversion rates. This demonstrates how apparel shopping is increasingly guided by predictive tools.
Holiday Shopping Apparel Consumer Statistics #15: $122B in Returns (+28% YoY)
Holiday returns reached $122 billion globally, a 28% increase year-over-year. Apparel contributes heavily to this due to fit, sizing, and style mismatches. The statistic highlights the challenges retailers face with post-holiday logistics. It underscores the need for clear return policies and fit technology solutions. Retailers must prepare for high return volumes as a predictable part of holiday sales.
Holiday Shopping Apparel Consumer Statistics #16: 64% of Brands Struggle Retaining Shoppers
Nearly two-thirds of brands struggle to retain holiday shoppers after the season ends. Apparel retailers often face this challenge because purchases are driven by gifting rather than loyalty. The statistic shows the importance of building year-round customer relationships. Loyalty programs and personalized follow-ups are key strategies. This reflects the need to transform seasonal buyers into repeat customers.
Holiday Shopping Apparel Consumer Statistics #17: 45% Start Shopping in Sept–Oct
Almost half of shoppers now begin their holiday shopping as early as September or October. Apparel benefits from this trend, with fall collections aligning with early demand. The statistic illustrates how the holiday calendar has expanded. Retailers must prepare promotions and campaigns earlier to capture interest. It shows how planning ahead is crucial for maximizing holiday apparel sales.
Holiday Shopping Apparel Consumer Statistics #18: $2,100 Average Spend Per Shopper
U.S. consumers are projected to spend $2,100 on holiday shopping in 2025. Apparel remains one of the largest portions of this total. The statistic reflects both inflation and consumer willingness to invest in holiday celebrations. High-income households are expected to spend even more, boosting premium fashion sales. For retailers, this indicates strong opportunities in both mass and luxury apparel segments.
Holiday Shopping Apparel Consumer Statistics #19: $706 Average Spend on Gifts
Shoppers plan to spend $706 on gifts, the highest average since 2018. Apparel is consistently included within this budget. The statistic signals a rebound in consumer confidence for gift spending. It also reflects how gifting traditions remain central despite inflationary pressures. Retailers can expect steady demand across mid-priced fashion categories.
Holiday Shopping Apparel Consumer Statistics #20: Target’s Apparel Sales +40% Promos
Target reported strong holiday performance, with apparel leading sales thanks to promotions up to 40% off. This example shows how discount strategies directly impact retail success. The statistic reflects the power of promotional campaigns in apparel. It also highlights how department stores rely heavily on fashion categories. Retailers can learn from this by balancing aggressive pricing with profitability.
Wrapping Up Holiday Apparel Shopping Trends
After going through these insights, I can honestly see pieces of my own shopping behavior reflected in almost every statistic. I’m one of those people who checks for free shipping before adding to cart, and I’ve definitely been swayed by a 30% off sale more than once. The fact that apparel remains at the heart of holiday spending makes perfect sense—clothes, accessories, and yes, even socks, always find their way into gift bags. What really stands out to me is how much earlier people are starting, and how mobile and social media now play such a big role in how we shop. All in all, these holiday shopping apparel consumer statistics aren’t just numbers—they’re a snapshot of our traditions, habits, and the little joys we carry into the season.
SOURCES
https://porchgroupmedia.com/blog/holiday-shopping-statistics/
https://www.amraandelma.com/us-holiday-shopping-behavior-stats/
https://www.mobiloud.com/blog/holiday-shopping-trends-and-statistics
https://www.accio.com/business/holiday-shopping-trend-data
https://business.adobe.com/blog/the-latest/holiday-shopping-insights
https://www.voguebusiness.com/story/consumers/us-shoppers-to-spend-more-this-holiday-season