Over half of consumers delay holiday shopping for better deals

67% are actively monitoring market offers to secure the best bargains.

About 52% of global consumers are waiting until later in the holiday season to start spending, betting on better deals, EY reported.

A majority plan to buy only discounted items, with 67% tracking offers to find the best prices—a figure that jumps to 73% amongst parents.

Nearly half of shoppers will rely on credit cards or loans for holiday spending, with buy-now-pay-later services playing a key role in managing costs. However, around 50% have been saving in advance to prepare for expenses.

This year, many consumers are prioritising value that extends beyond the holiday season. Investments in durable goods such as technology and the reuse of last year’s decorations are on the rise. Many are also skipping indulgent holiday foods and drinks to stretch their budgets.

Whilst bargains dominate, 48% of shoppers said they’ll buy the perfect gift even if it’s not on sale. Additionally, 64% question the value of discounts, and 58% believe key items won’t be part of sales promotions.

To capture consumer interest, EY said retailers should optimise digital promotions to align with shoppers' search for value, design sales campaigns that expand reach and enhance perceived value, and ensure messaging is clear, consistent, and easily accessible throughout the season.