Tech Figures Big in Consumers' Holiday Buying Plans: Roku-Harris Survey
Holiday spending could reach record levels this year, said a Roku-Harris Poll study of holiday shopping plans, saying consumers expect to spend $937 on average on holiday purchases, up 5% from 2020. Nearly a third of consumers plan to buy…
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big-ticket items over $500 this season, with 63% saying they plan to buy electronics. The August survey of more than 2,000 U.S. adults showed 72% of holiday consumers were confident the economy will improve in the next 12 months. Millennials plan to spend the most on themselves ($157) compared with other age groups. Men plan to spend nearly twice as much on their significant other as women do this holiday season ($213 vs. $118); they plan to spend twice as much on “self-gifting” ($120) as women ($61). Consumers are changing how they approach gift-giving and how media consumption influences purchase decisions, said Dan Robbins, Roku vice president-ad marketing and partner solutions. Nearly half of holiday shoppers said they shopped for a product after seeing a TV streaming advertisement, he said, noting relevance of digital ads when one out of three holiday shoppers is “unreachable” on traditional pay TV.