Shoppers plan to splurge this holiday season, but overall spending may remain low

Elana Morris

An overview of Kroger's 84.51° survey report on holiday shopping.

September may be sweltering, but marketers already have their eyes on colder months, as the holiday shopping season approaches.

This year, consumers are mitigating a swath of conflicting factors as they fill their carts: the seesaw of economic predictions, inflation (which has improved from 2022), and the headache of unforgiving shipping and returns environment are a few of the issues making gift-giving complicated this year.

Estimates on holiday e-commerce spending are mixed, with online sales and promotional events potentially affecting much of the way shoppers decide to divide their discretionary funds.

So how will holiday spending pan out...

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