What:  US customers bought more during the holidays than last year, but this was mainly due to the price increase of goods.

Why it is important:  Even thought facial values are satisfying, the reality is more bittersweet and worrying: customers are reducing their purchases and increasingly looking for discounts.

GlobalData, when researching the holiday season spend (Thanksgiving, Black Friday, Cyber Week, Christmas) in the US, showed that it grew +6.7% compared to 2021. Each celebration was individually growing: Thanksgiving grew +8.4%, Black Friday and Cyber Week +6.9% and Christmas +6.5%. However, volumes (respectively +0.2%, -1.1%, -1.6%) suggest that the growth was mainly due to the price increases.

Online sales grew +7.4% and brick & mortar +6.6%, but the total sales generated might not offset the growing costs of online orders fulfilling.

Overall, US customers set a budget for their purchase (63.1% this year compared to 45.6% last year), reduced the number of gifts, and were looking for discounts.

Total US holiday spend grew 7%... thanks to the inflation