New research from Affirm reveals that consumers are expected to spend the same or more this holiday season, but with a more intentional, “slow shopping” approach.
The survey, conducted by Talker Research on behalf of Affirm, shows that more than half of consumers plan to complete their holiday shopping on or after Black Friday, with nearly 70% budgeting for the same or higher spending compared to last year.
The trend of “slow shopping” has emerged, with 73% of consumers indicating they are adopting a more deliberate approach to their purchases. Instead of rushing to buy everything at once, people take their time to research products, compare options, and find the best value.
Many consumers (60%) have started their shopping earlier, spreading it out over time and making smaller, thoughtful trips, reflecting a growing focus on value and mindfulness. In fact, 53% of respondents said they slow shop to ensure they’re buying items they truly want, while 36% prefer taking extra time to compare brands and products before making decisions.
Deals and promotions also play a key role in this trend, with more than half of consumers (51%) saying they slow shop to take advantage of offers.
Although shoppers are pacing their spending, they are not scaling back. Inflation is on the radar for many, with 34% of consumers expecting to pay more for the same number of gifts. As a result, affordability and budgeting have become top priorities, with over half of consumers (55%) prioritising value and deals.