The holidays are a season of magic, family and giving for everyone, whether you’re a business owner or an enthusiastic shopper. With a bit of planning, you can navigate the hustle and bustle strategically to save both time and money. From tips on optimizing your Santa visits to proven strategies for driving store traffic, we’ve gathered data-backed insights to help you make the most of this holiday season.

Industry expert holiday predictions

One reliable source retailers look toward for cumulative national statistics is the National Retail Federation (NRF) because it bases its data on various key economic indicators, including consumer spending, disposable personal income, employment, wages, inflation and previous monthly retail sales releases. The NRF defines the holiday season as Nov. 1 through Dec. 31. One key difference in this year’s holiday season compared to last year’s is that the shopping period between Thanksgiving and Christmas will be five days shorter, totaling only 26 days.

Regardless of the shorter shopping season, the NRF predicts that retailers will hire between 400,000 and 500,000 seasonal workers this year. Additionally, consumer holiday spending is expected to grow between 2.5% and 3.5% more than last year. That equates to between $979.5 billion and $989 billion in total holiday spending in November and December, compared to $955.6 billion last year.

2024 Holiday Shopping Trends

The holiday seasons bring three different types of shoppers every year: early birds, bargain hunters and last-minute shoppers. The International Council of Shopping Centers (ICSC) states that holiday shoppers plan to spend an average of $706 on gifts and related items this year, the highest since 2018. Additionally, ICSC did a survey and found that 241 million (92%) consumers plan to shop this year which is six million more than last year.  

The survey also showed that 68% agree that searching for discounts or exclusive offers during the holiday season will encourage shoppers to make more trips to physical stores and 78% of holiday shoppers said they plan to start shopping for the holidays earlier than they normally would with the top reason being early deals and promotions.

One of the main statistics is 92% of shoppers will spend money in a physical store this year. Visiting malls and shopping centers to dine, shop, and participate in experiences or services has become a popular rising trend among 200 million consumers, specifically among Gen Z and Millennials.

ICSC predicts that most consumers will shop for gifts at discount department stores (63%) and traditional department stores (33%), in which gift cards (58%) will remain the most popular for gift purchases, followed by apparel, accessories, and jewelry (52%), and toys and games, sporting goods and other hobbies (50%). It’s also anticipated that gift shopping for experiences like restaurants and dining (25%), experiential activities (16%) and personal services (14%) will be higher than normal.

Here are tips for consumers and businesses.

Stress-free holiday shopping tips

1. Plan a shopping route: Shopping centers usually have maps or digital directories that you can reference. Make a list of the items or people you are shopping for, and plan which stores and in which order you want to visit. Websites or digital directories also usually show ongoing sales or events that you may want to know ahead of time.
2.  
3. Traffic considerations: Busy cities like Fresno with narrow streets and hectic traffic during the holiday season can become overwhelming. The best way to maneuver through the traffic is to avoid major entrances, plan for optimal shopping times and park in less active areas. Take a relaxing winter stroll through the parking lot of your favorite shops rather than waiting for the perfect spot.
4.  
5. Shop at optimal shopping times: Shop earlier in the day and season. Some deals, including Black Friday, begin as early as October and continue sporadically throughout the holiday season. Shopping earlier in the day or as soon as a store opens is often more relaxed and with fresh, new product stock out on shelves.
6.  
7. Visiting Santa: The best time to book your visit with Santa is before Dec. 10, or even in November! It’s right before people get the holidays off for Christmas vacation and before people try to squeeze in last minute photos to send out their holiday Christmas cards. Always try to go online and book a reservation if your desired Santa location allows it—this helps you plan your visit and minimize wait times.
8.  

Small business marketing strategies

Small businesses are the backbone of Fresno’s economy and community but can sometimes find it challenging to break through all of the holiday “noise.” There are a few ways small businesses can still garner traction.

1. Family-friendly holiday activities: The holidays are primetime for quality time with family, friends and colleagues. The data above shows Gen Z and Millennials are looking for in-store experiences. Small businesses can easily execute this with business-hosted events, such as kids crafts, live music, decor and promotions.
2.  
3. Participate in holiday shopping trends: Data from ICSC shows which gifts will be the most popular this holiday season. Take advantage of that and sell gift cards, which are expected to make up 58% of gift purchases this year, create a gift guide featuring your merchandise, services or experiences, and host promotions that make sense for the season such as: in-store product launches or pop up shops, holiday gift bundles, limited time offers to create urgency, social media contests or giveaways, offer gift wrapping or create a collaboration with a complimentary business to cross-promote to drive awareness, traffic and sales. 
4.  

Best business practices 

The holiday season is a time of giving and receiving, but it is also a time to stay mindful and protect yourself, your customers and your business from unexpected situations.

1. Increase your security presence: For business owners and retailers it is especially important to beef up your visible security presence during the holiday season–and that doesn’t always mean guards. Additional lighting fixtures in dimly lit areas and highly visible security guards or cameras demonstrate a watchful presence, while also making your shoppers feel safer when the days get darker earlier.
2.  
3. Implement fraud prevention protocols: Thoroughly train your staff on credit card fraud prevention protocols and if you don’t have any, put some in place. This means sharing a fraud prevention checklist with employees and developing a fraud response plan. These measures can help keep your shoppers and business assets secure.
4.  
5. Consider partnering with local law enforcement: Partnering with local law enforcement can prevent crimes, theft, injuries and protect your business. In case of any potential emergencies, it’s important to partner with local authorities who are dedicated to responding at specific times in the event of threats or emergencies, especially at your busy business during the holidays.

 

The holiday season can truly be the most wonderful time of the year for both business owners and customers alike. With these tips, hopefully you feel prepared, inspired, and ready to turn the holidays into a positive, profitable, and enjoyable experience for everyone involved. Here’s to a season filled with joy, success, and smooth, stress-free sales.

---

Brian Malony is the senior marketing manager at Fashion Fair Mall, bringing over 16 years of experience with Macerich in the retail real estate industry. Based in Fresno and formerly in the greater Los Angeles area, he also serves on Macerich’s ESG Committee. A USC graduate, Brian is proud to contribute to Fashion Fair’s growth, helping bring in over 10 million visitors annually.