Four colourful shopping bags hanging off of a woman's forearm. In her hand, she holds a credit card out.


With Black Friday, Cyber Monday and the holiday season all quickly approaching, it’s time to nail down your marketing strategy. 


The winter months are typically when North Americans spend the most money of the year, but with inflation hitting us all, will consumers be spending less this holiday season?


The majority of consumers are already altering their spending habits due to inflated prices, budgeting to afford essentials and decreasing their spending on discretionary purchases like hobbies and entertainment. 


Despite the squeeze of inflation, a recent study produced by Klaviyo and Qualtrics revealed that 65% of consumers expect to spend the same amount or more this holiday season despite the financial pressure many are feeling from inflation. 


Here’s what you need to know about how consumers plan to shop during the 2022 holiday season and how to reach your target market.



Who’s spending what this holiday season


Inflation is affecting every household in different ways, so who exactly will be changing their holiday gift shopping budget this year? Let’s take a look at how each generation is planning to shop during the 2022 holiday season. 


Infographic displaying the following text. Reduced holiday spending. Boomers 32%, Gen-X 38%, Millennials 29%, Gen-Z 10%,


Baby Boomers

Generation X





Online vs. in-person


The pandemic forced both consumers and brands to adapt to an online-first shopping model and though in-person shopping is having a comeback recently, the majority of consumers will be splitting their holiday gift shopping equally between online and brick and mortar storefronts. 


With a fairly even split between online and offline shopping, having an omnichannel presence is essential to capturing consumers today. Shoppers expect a seamless experience across social media, emails, ads, texts, eCommerce websites and in-store shopping. 



Tips to target each generation


Baby Boomers

Don’t forget about the Boomers this season. This generation has some of the most disposable income for discretionary spending and reported the highest numbers for not being affected by inflationary pressures.


More Boomers than ever are online, so sending personalized product offers and deals through emails and digital advertising is a great way to get their attention.


Gen X

This generation is looking for personalized recommendations and customized shopping experiences. They are more brand loyal than younger generations, meaning that your messaging has to capture their attention and connect with them in a timely and meaningful way. 


A study revealed that 71% of Gen X consumers are influenced by loyalty programs and member-only perks. To capture this generation during the inflationary 2022 holiday season, try offering free shipping and in-store pickup, payment plan options like AfterPay, easy return policies and members-only discounts. 



As the first generation to have modern tech and social media around for a large portion of their lives, it’s important to focus on the cross-channel experience when targeting Millennials. Beyond the standard email, social media and website experience, it’s important to turn to newer channels that this generation is using to inform their purchase decisions, like SMS marketing and TikTok. 


Gen Z

This generation is careful about where they invest their money, valuing brands that are environmentally and socially responsible. Gen Z reported that their holiday shopping will be the least impacted by inflation, so make sure to keep them in mind when planning your marketing strategy. 


Gen Z wants to know the ‘Why?’ behind a brand and craves authenticity more than any other generation. For this generation, it’s important to lean into your brand’s story and tell them why investing in your product is worth it. Utilizing user generated content is a great way to increase your brand’s perceived authenticity (read why here).



Key takeaways




Read Klayvio’s full Consumer Shopping Survey here.


Related Articles 

How people will shop from social media in 2022 

The best social media platforms for consumer brands in 2022