Deloitte study reveals discount seekers plan higher holiday spending

A Deloitte study indicates that consumers who actively seek discounts, loyalty points, and price comparisons plan to spend more during the holiday season than those who do not. Specifically, American consumers employing at least five different saving methods plan to spend 12 percent more than their counterparts. This group represents 38 percent of the 4,000 respondents surveyed.

The average holiday budget for US consumers is $1,654, a 4 percent increase from last year. Of this, $988 is allocated for goods—a 10 percent rise—while $666 is designated for holiday activities. Additionally, 79 percent of respondents anticipate further price increases.

The research highlights how retailers benefit from discount-seeking behavior. Strategies such as free shipping thresholds, coupons requiring minimum spends, and loyalty programs often encourage customers to increase their total basket value to secure a perceived saving. The data also shows an extension of the shopping season, with significant spending expected as early as October.