Holiday Shopping Trends | Kount

The 2022 Holiday Kountdown: 10 shopping trends to maximize revenue

New holiday shopping statistics reveal consumer attitudes towards flexible payment options, total spending, refunds, and more. Check out the latest shopping trends and discover what you can do to mitigate risks, increase customer confidence, and retain your holiday revenue.

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Counting down to the holidays

Watch on-demand: Fraud expert explores more holiday shopping trends

Short on time? Watch our latest holiday preparedness webinar and get an expert’s take on what these holiday shopping trends mean for your business. Join Brady Harrison, Kount’s Director of Customer Analytics Solution Delivery, and Casey Zenner, Kount’s VP of Global Sales, as they explore the Holiday Kountdown survey and how to stay ahead of consumer trends before and after the holiday season.*

Holiday season consumer payment trendsHoliday season consumer payment trends
Excited shopper stats

Excited shopper sentiment is on your side

The good news is that post-pandemic shopper sentiment is on your side. Consumers surveyed are happy to get the holiday shopping season started. Knowing this, marketing teams can maintain excitement by pushing targeted ads and coupons to consumers who want good deals and to stay ahead of shipping delays.

Meanwhile, your customer service and fraud teams can take additional steps to relieve stress or friction in the customer buying experience. A full suite of fraud protection solutions can help you build a complete persona for every online shopper and engage in frictionless, hyper-personalized experiences.

October-November shoppers want the best deals

Almost half of consumers surveyed plan to start online holiday shopping in November. The highest percentage says they’ll start about the same time as last year. But 26.7% of all consumers surveyed say they’re starting earlier than last year, citing concerns around on-time delivery and wanting to get better deals or save money.

The holiday season is an essential time for businesses that want to catch up on sales, which makes fighting fraud all the more important. Assess fraud solutions use AI, machine learning, and a global data network to accurately evaluate pre- and post-authorization risks from interactions across channels.

Holiday spending intentions

Total spending projections mean every dollar counts

34.9% of all respondents say they’ll spend between $500 and $1,000 on the holidays this year. 24.9% say they’ll spend between $1,000 and $5,000. And a small percentage (5.65%) says they’ll spend between $5,000 and $10,000 or more. Overall, consumers said their projected 2022 spending is consistent with — or more than — what they spent in 2021. But regardless of spending, consumers cited inflation as their top concern this year.

Being prepared for the holiday season doesn’t just mean stopping fraud pre-authorization. Concerns about inflation could lead to buyers’ remorse, disputes, and chargebacks post-authorization. A chargeback mitigation solution can help you keep more holiday revenue by intercepting disputes, deflecting chargebacks, and keeping you out of monitoring programs.

A global perspective: The most popular shopping days of the year

The holiday season marks several culturally significant shopping days. So don’t limit your business to thinking its best days are Black Friday and Cyber Monday. Navigate the map below to see some of the most popular upcoming shopping days and where they originated.

Half of consumers will choose BNPL, favoring flexibility

Almost half (46.4%) of Kount’s 2,000 survey respondents said they’ll choose BNPL at checkout this holiday season. The highest percentage cited the need for a flexible payment option. In addition, consumers between 35 and 44 were most likely to say they’d choose BNPL. And the highest percentage of consumers who said they’d choose BNPL report making between $50,000 and $74,999 annually.

With half of consumers ready to commit — plus one respondent who said they “want to try it out” — it might be time to consider a BNPL option. The option may help close sales, but the reward is not without risks, especially if consumers choose BNPL for many purchases. A BNPL fraud solution can mitigate associated risks from card testing, friendly fraud, and chargebacks.

Credit cards still the most popular payment method

The Kount holiday shopping trends survey suggests more consumers will explore flexible payment options this year. But overall, credit card payments will dominate the market. Online holiday shoppers say their top choices for payment methods are credit cards, debit cards, Paypal, and mobile wallets.

Businesses that accept the liabilities around CNP transactions need to keep a payments fraud solution in mind. It can flag suspicious payments and activities based on billions of trust- and fraud-related signals and automatically decline any transaction where risk is high. A solution like this can virtually eliminate manual reviews during the holiday season and drastically reduce chargebacks from criminal fraud after the new year.

Over 80 percent of consumers will buy gift cards

Half of holiday spending will go to gift cards

83.05% of respondents in the Holiday Kountdown survey say they intend to buy gift cards this holiday season. Among them, 51.5% expect to spend between $100 and $500. Meanwhile, 24.15% expect to spend between $500 and $5,000. Consumers who said they’ll spend up to $1,000 total said they’ll spend up to half of it on gift cards.

Physical and e-gift cards are an essential part of holiday shopping. Most recipients will spend more than a total gift card balance. But fraudsters will target e-gift cards to steal their balance or make fraudulent purchases. An e-gift card fraud solution uses machine learning and unique business policies to stop fraudulent e-gift card purchases and reduce manual reviews. The last thing businesses should want to do during the busy season is waste time manually reviewing large, last-minute gift card purchases.

Holiday shopping trends reveal top items on consumers’ wish lists

Consumers plan to spend most of their money on clothing and apparel, toys, video games, and video game consoles this year. The word cloud below highlights other popular merchandise you can expect consumers to purchase.

Declined payments lead to cart abandonment

Consumers cited inflation driving up the cost of goods and spending too much as their top concerns with online shopping this season. Many reported positive sentiments towards the holiday shopping season, but complicated ordering processes, unnecessary friction at checkout, and strict return policies will turn these shoppers away.

Reducing false declines and customer friction at checkout can help keep these customers on your site. The benefits of fraud prevention include its ability to distinguish a good order from a bad one, helping reduce false positives overall. As a result, you can accept more good orders and reduce manual reviews. The right solution can also assess a user’s behavior and device to evaluate risks so that you can recognize good customers and deliver frictionless experiences.

Over 40 percent of consumers will return holiday gifts

It’s all in the past … or is it? Repeat refunders are likely

In the last year, 13.25% of consumers surveyed say they’ve hired a refunding service to get money back on gifts. And 28.3% say they have attempted to get a refund for a gift that didn’t have a receipt.

Refund fraud can be difficult to detect since it happens without a chargeback or dispute. As a result, businesses can experience greater losses with refund and return fraud than chargebacks. Prevent refund fraud with a fraud solution that leverages billions of data points to establish real-time links between identity elements and return risk or trust decisions on a given interaction. Plus, you can use the solution to monitor and adjust policies based on emerging trends.

Holiday Kountdown survey result

Nearly half of consumers plan to gift subscriptions

44.95% of respondents are extremely, moderately, or slightly likely to purchase a retail or streaming subscription as a gift during the 2022 holiday season. And since 12.7% are undecided, it may be time to increase marketing spend on — or consider exploring — subscriptions as gifts.

But keep in mind that subscription business models cultivate cases of friendly fraud. Many consumers forget they signed up for services and initiate disputes once they get the bill. If consumers are gifting these services, make sure your rebill policies are clear and cancellation processes are easy to follow. A subscription billing fraud solution can help intercept friendly fraud disputes, stop account takeover attacks, and protect promotional offerings for new subscribers.

Consumer confidence is all about the shipping and returns

Most of Kount’s respondents say their confidence in online purchases would increase if businesses prioritized shipping and delivery and provided free shipping and returns. With inflation driving up the cost of goods, consumers want to get the most bang for their buck.

Knowing what consumers care most about can help you prepare early. Revisit your return and refund policies before the buying season starts so that you’re ready for an influx of returns after the new year. Additionally, you can look into ways to extend targeted promotional offerings such as free shipping and returns to good customers using Kount’s Engage solutions.

*The 2022 Holiday Kountdown Survey Methodology: Kount, an Equifax Company, commissioned Pollfish in September 2022 to survey 2,000 male and female adults ages 18 and up in the United States, Canada, United Kingdom, Australia, and Mexico who intend to shop primarily online in the 2022 holiday season. Distribution of this data is permitted under the Creative Commons license with proper attribution to Kount, an Equifax Company (

Kount’s solutions can help you stay ahead of fraud this holiday season


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