Survey: This American city is where shoppers will spend the most on holiday purchases

53% of American shoppers say they’ll be throwing holiday parties on Thanksgiving Day, and 54% say they plan to do the same on Christmas.

Photo: Gunther Hagleitner via Flickr

I know, I know, it’s only October 1! But it’s never too early to start planning your holiday budget.

New data from Accenture shows that New York is the city where American shoppers will dole out the most cash for holiday shopping, at an average of $754. Compare this to the national average of $658 this year, and you’ll see a pretty drastic difference.

The data also shows that 53% of American shoppers say they’ll be throwing parties on Thanksgiving Day, and 54% say they plan to do the same on Christmas. Furthermore, while 49% say they’ll be getting their “holiday groceries” at the store, 41% say they’d prefer them to be delivered.

Coleman Parkes Research polled 500 shoppers living in seventeen American cities, specifically: “Los Angeles, San Francisco, Seattle, Chicago, Detroit, Minneapolis, Columbus (Ohio), St. Louis, Boston, New York, Philadelphia, Atlanta, Washington D.C., Miami, Austin (Texas), Dallas, Houston.” Another part of the research was based on responses from 1,500 American shoppers.

How much Americans spend on holiday shopping in different cities

Here’s how much money people spend in different cities, on average:

  • Seattle: $628
  • San Francisco: $679
  • Los Angeles: $655
  • Minneapolis: $617
  • Chicago: $668
  • St. Louis: $687
  • Detroit: $644
  • Columbus: $661
  • Houston: $682
  • Dallas: $677
  • Austin: $657
  • Boston: $699
  • New York: $754
  • Philadelphia: $712
  • Washington: $727
  • Atlanta: $649
  • Miami: $719

The city of Houston has the biggest percentage of younger Millennials (between 21 and 27) who think “retailers have a responsibility and duty toward addressing wider social and political issues with regards to diversity” at 64%.

St. Louis has the biggest percentage of younger Millennials who have a bigger chance “to shop at a retailer that demonstrates awareness of such issues” at 68%. This city also has the most “young Millennials” who like to get involved “with retailers that reflect their values,” at 65%.

Lastly, 79% of younger Millennials in San Francisco said that price is the most crucial aspect of shopping, the most out of any city.

Jill Standish, senior managing director and head of Accenture’s Retail practice, commented on the research in a statement.

“Our research suggests that the Millennial generation has high expectations when it comes to retailers’ commitment to inclusion and diversity, and those values are influencing their decision-making in choosing one brand over another. … National and multinational retailers serve diverse customer bases, so they need to position the brand accordingly – its messaging as well as its product selection. That will require not just more local decision-making, but also assistance from analytics tools that enable retailers to build a granular picture of their customers.”

Here’s how Americans plan to get their holiday shopping done

The data also shows the technology people Americans use to buy items: while 14% of shoppers surveyed within the group of 1,500 say they’re “already using” the Amazon Echo to purchase things, 53% said they “would definitely use” or are “willing to try it.” When it comes to the Google Home, 11% fall in the former category, while 52% fall in the latter. But as far as cryptocurrency is concerned, 5% are in the former, and 35% are in the latter.

Here’s more data on how people in this group plan to get their holiday shopping done:

  • “catalogue:” 10%
  • “social media:” 15%
  • “mobile:” 23%
  • “online:” 70%
  • “in store:” 76%

Jane Burnett|is a reporter for Ladders and can be reached at jburnett@theladders.com.