Gifting Around the Globe: Understanding 2024 Holiday Shopping Behaviours of the U.S., Europe and Middle East

We no longer live in a one-size-fits-all eCommerce world - consumer shopping behaviours vary significantly across regions, especially during the holiday season. Our latest report, Gifting Around the Globe, takes a deep dive into how shoppers in the United States, Europe and the Middle East approach the holiday shopping period. By understanding these regional differences, eCommerce brands can better tailor their marketing strategies to drive engagement and boost sales.

Fill out the form below to access the report

This report explores the unique shopping behaviours in three key regions: the U.S., Europe and the Middle East. Each market presents distinct patterns that eCommerce managers should consider when designing their holiday campaigns. Here are three major takeaways:

  • Peak Shopping Days Vary by Region: In the U.S., Black Friday dominates as the primary shopping event, with significant traffic spikes leading to high conversions. However, Europe experiences a more spread-out holiday shopping season, with peaks extending throughout November. In the Middle East, both Black Friday and Singles' Day (11.11) are crucial, reflecting a blend of global influences that drive shopping behaviour.
  • Mobile vs. Desktop Usage: Across all regions, mobile traffic continues to grow, but desktop remains a critical channel for conversions. In the U.S., shoppers still favour desktop, although mobile is catching up quickly. European consumers are mobile-first, yet desktop consistently shows higher conversion rates. The Middle East leads with the highest mobile traffic but struggles with lower conversion rates, highlighting opportunities for brands to improve mobile experiences.
  • Consumer Spending Patterns: U.S. consumers are spending more per transaction, often using mobile devices to browse and shop. Meanwhile, Europeans are making more deliberate, larger purchases spread over time. The Middle East shows high traffic during sales events but lower conversion rates, suggesting that retailers need to focus on providing a seamless, trustworthy experience to convert browsers into buyers.

Access the full report to understand these trends in-depth and how they can guide your holiday eCommerce strategies for success.