Deals are the name of the game this holiday season as more and more people plan to shop between Black Friday and Cyber ​​Monday.

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Sarah Silbiger/Getty Images

This week officially begins the busiest shopping period of the year: it’s joy and chaos for shoppers and a make it or break it season for most retailers.

People are expected to spend up to $989 billion this holiday season – a record. The National Retail Federation predicts that retail sales this winter will be up to 3.5% higher than last year. According to Adobe Analytics, which tracks transactions, shoppers have spent 9.6% more on online purchases so far in November.

Some of the higher spending is the result of higher prices. But that’s not the whole story: a larger share of people also plan to spend a lot during the holidays, according to a study by market research agency Circana, which closely monitors purchasing trends. It found that people budget an average of $771 for the holidays. Parents expect to spend an average of $1,014. Children, as any parent will tell you, are expensive.

Even though inflation has been cooling for much of the year, people say they feel pinched after paying their expenses. And as budgets tighten, days known for big discounts take center stage. Overall, retailers expect record numbers of shoppers between Thanksgiving Day and Cyber ​​Monday.

“This year, more and more consumers are looking at the holidays as a break from everything going on in the world,” wrote Marshal Cohen, Circana’s chief retail advisor, “and even more are planning to buy more gifts for others to bring them joy.” bring in difficult times.”

Deals are the name of the game

In Circana’s survey, 62% of people said their increased spending on food and bills would lead to changes in the way they shop. They are looking for off-brand purchases, perhaps buying fewer gifts or cheaper gifts and – most importantly – hunting for discounts.

Are the deals actually good? That is the eternal question. And as usual, the response is mixed.

Thanksgiving is later this year, which means fewer days between now and Christmas. Retailers have less time to sell holiday gifts and decorations. Analysts predict that companies will continue to offer discounts.

“If we don’t see retailers’ expected sales numbers in the coming weeks, we could see even more discounted items in December to move inventory before the new year,” said Adam Davis, director of retail finance at Wells Fargo.

When are the deals best? Adobe offers predictions for specific online shopping: Thanksgiving Day could have the biggest discounts on toys, sporting goods, furniture and appliances; Black Friday for TVs; Saturday for computers; Cyber ​​Monday for electronics and clothing. Discounts on electronics could reach 30% on Monday, Adobe predicts.

Shopping for classic gifts and a little fun

The top things people buy this weekend rarely change. There are electronics and gadgets, clothing and accessories, toys and gift cards.

Gifts that people buy for themselves is a category that can change as the economic environment changes. This year, people are expected to spend around €44 more on themselves compared to last year. According to Deloitte’s annual consumer survey, almost half of shoppers plan to buy something for themselves.

Top toys are expected to include Lego, Hot Wheels and Barbie. Adobe also checks the name of Pokémon trading cards, Tonie and Spider-Man figurines, and slime making kits. For adults, popular sellers include Dyson Airwrap hair stylers, Bluetooth speakers, fitness trackers and pickleball paddles. Circana notes that more people are planning to buy beauty products, shoes and luggage.

With the growing popularity of pickleball, paddles are expected to be one of the most popular gifts this year.

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And the trend of gifting experiences remains strong: More than half of shoppers surveyed by Circana said they planned to buy gift cards or tickets – to eat, travel, attend a game or show, or to relax in a spa. Certificates for classes, adventures and other participatory events make up an increasing share of these gifts.

That makes sense to Betsy Brushway.

“We’re big travelers, so we want to cut back a little on Christmas gifts and spend more time going out and exploring the world,” Brushway said during a recent visit to Mall of America near Minneapolis from her home in Kentucky. “My husband and I have set a budget for Christmas shopping this year, so we’re going to stick to that budget.”

Higher expenses, especially health and auto insurance, put a damper on her spending, she said. Still, she had ordered Nike shoes from her cousin’s wish list and was looking for her “very girly” niece.

“I’m pretty frugal myself. I’m a saver,” Brushway said.

But the holidays are an exception. “I like to spoil my family at Christmas. They do a lot for me, so I like to give them something special.”