Holiday and Seasonal Trends

Dad and daughter decorate the christmas tree

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. Click through each holiday to dig deeper into shopping trends.

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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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 with two kids on couch looking at tablet
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.

Top holiday stories

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2018 holiday sales grew 2.9 percent amid turmoil over trade policy and delay in data collection
Holiday retail sales in 2018 grew 2.9 percent to $707.5 billion.
a man and a woman stand in the kitchen to prepare food
Is love still in the air?
Three ways consumers’ attitudes toward Valentines’ Day are changing.
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Woman going through clothes on a rack
Naughty or nice: 3 things to know about fraud during the holiday season
Retailers expect an average 11 percent of purchases made during the 2018 holiday season to be returned.
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