Holiday and Seasonal Trends

three women walking with shopping bags and laughing

Holiday and Seasonal Trends

Since 2003, NRF has partnered with Prosper Insights & Analytics to gauge consumers’ spending intentions and celebration plans for American holidays — from Valentine’s Day to Christmas — and milestone events like Graduation and Back to School.

Top shopping holidays

Holidays are a time to celebrate with loved ones — and also a time to shop. NRF surveys consumers on their spending on holidays and seasonal events throughout the year.

See how the holidays stack up in terms of spending in this chart.


Click through each holiday to dig deeper into shopping trends

Tax Returns
NRF's annual Tax Returns Survey is released each year in February.
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Blue eggs in bird's nest in tree
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Results of NRF’s graduation spending survey are released each year in May.
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Mother’s Day
According to NRF’s annual survey, 86 percent of Americans said they will celebrate Mother’s Day in 2018 and spend an average of $180 per person. Individuals ages 35-44 will be the biggest spenders at an average $224 per person.
Father’s Day
As consumer confidence continued to rise in 2018, 77 percent of Americans said they will celebrate Father’s Day and spend an average of $133 per person, treating dad to special outings, clothing, gift cards, electronics and more.
A father and daughter hang out on the beach together
Box of crayons at school for kids
Back to School

Survey results and consumer insights related to retail’s second biggest spending event of the year, updated with the latest articles, press releases and resources.

Over 216 million Americans planned to observe Independence Day 2018 and expected to spend $6.9 billion on food.
Total spending for Halloween is expected to reach $9 billion in 2018, with an average of $86.79 per person.
Mother and child holiday shopping
Winter Holidays

All of NRF’s holiday resources in one place. Find links to the latest news, consumer spending surveys, historical data and planning guides for the retail industry’s busiest season.


Super Bowl
a group of people are at a pub/bar drinking beer together and laughing
NRF has been conducting its annual Super Bowl spending survey since 2005.
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Valentine’s Day
NRF has been conducting its annual Valentine’s Day consumer spending survey since 2004.
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St. Patrick’s Day
st. patrick's day parade in new york city
NRF's annual St. Patrick’s Day survey is released each year in March.
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Looking for more data on general consumer spending?

Try NRF’s original research for a broader look at the industry.

More consumer trends