Retail Holiday and Seasonal Trends


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.

Girls opening gifts
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 flatlay of superbowl snacks
The 2021 Super Bowl survey found that 186.6 million U.S. adults say they plan to tune in to the big game.
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Valentine’s Day
Consumer spending on Valentine’s Day in 2021 is expected to be $21.8B.
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St. Patrick’s Day
st. patrick's day parade in new york city
Each year, we investigate how U.S. consumers plan to mark this Irish holiday.
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Mother with two kids on couch looking at tablet
Mother’s Day
A total 84 percent of U.S. adults are expected to celebrate in Mother’s Day this year, and spending is expected to reach a record $25 billion, up from $23.1 billion in 2018.
Father’s Day
Father’s Day spending has grown 70 percent, approximately $6.6 billion, since 2009. The biggest drivers of Father’s Day spending are growth in spending by consumers ages 35-44, and spending on clothing, special outings and gift cards.
A father and daughter hang out on the beach together
Independence Day
Eighty-six percent of Americans planned to celebrate Independence Day in 2019, spending a total $6.7 billion on food items.
In 2019, total combined planned spending for back-to-school and back-to-college shoppers was expected to reach $80.7B.
Kids with fireworks and Halloween carved pumpkins

Find out how Americans plan to celebrate and which costumes top the list with NRF’s Halloween surveys, released in late September each year.


Looking for more data on general consumer spending?

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

More consumer trends