Holiday Shopping: How Gamers Are Shaping the Season

As the 2024 holiday season approaches, brands and advertisers are preparing for one of the busiest shopping upswings following last year’s record-setting $964.4 billion in US sales and £92.7 billion in UK sales. Among the many consumer segments, gamers—especially mobile gamers—represent an engaged and financially-empowered audience that is worth paying close attention to. With millions of gamers participating in holiday shopping, particularly through mobile platforms, understanding their behaviors and preferences can provide brands with valuable insights to craft more effective marketing strategies that reach consumers where they spend significant time: in their favorite games.

The Gamer Shopping Surge

Gamers are not just all about entertainment—they’re also active and influential shoppers, especially during the holiday season. In both the US and UK, the majority of gamers plan and execute their holiday shopping well in advance, often outpacing the general population in terms of spending. This trend is driven by a few key factors:

• High Engagement: Gamers, particularly mobile gamers, exhibit heightened activity during the holiday season, not only in gaming but also in shopping. Their gaming sessions often double as opportunities for product discovery and interaction with branded content. This makes mobile gaming an effective platform for brands to reach gamers in moments when they are relaxed, engaged, and more likely to respond to advertising that aligns with their in-game experiences.

• Significant Spending Power: Gamers demonstrate a readiness to invest significantly during the holidays, especially in categories closely aligned with their interests, such as technology, entertainment, and digital content. Their strong purchasing intent and willingness to explore new products through mobile platforms present brands with a unique opportunity to drive substantial conversions during the holiday shopping season.

To put this into perspective, consider the data from King players, a prime example within the broader gaming community. In 2023, 93% of King players in both the US and UK shopped for the winter holiday season—outperforming the general population and other mobile gamers. Moreover, 39% of these players in the US and UK spent $900 and £600 or more, highlighting their considerable spending power. (Activision Blizzard Media Winter Holiday Survey via Toluna Insights, December 2023 (Base: US Adults 18+) / (Base: UK Adults 18+))

Key Shopping Categories

Gamers, like other consumers, shop across a wide range of categories during the holiday season. However, their preferences tend to reflect their unique lifestyles and interests. 

Key categories that resonate with gamers include:

• Clothing and Accessories: A top category for both US (65%) and UK (63%) gamers.

• Gift Cards: Popular for their versatility, with 57% of US and 44% of UK gamers purchasing them.

• Toys and Video Games: With 54% of US and 48% of UK gamers buying toys, and a significant portion investing in video games.

These trends suggest that brands operating in these categories should consider targeted campaigns to complement gamers' holiday shopping habits.

Preferred Shopping Channels

Gamers are omnichannel shoppers, meaning they move seamlessly between online and in-person shopping experiences. This behavior provides multiple touchpoints for brands to engage with them:

• Online Shopping: Dominates among gamers, with 90% of US and 87% of UK gamers shopping online during the holidays.

• In-Store Shopping: Also significant, with 86% of US and 80% of UK gamers making purchases in-store, favoring big-box retailers and superstores.

For brands, this means that having a strong presence across both digital and physical platforms is essential. Whether it’s optimizing your online storefront or enhancing your in-store promotions, meeting gamers where they shop is crucial for maximizing engagement.

Timing and Early Shopping Trends

Gamers are not procrastinators when it comes to holiday shopping. The majority begin their shopping well in advance, with 41% of King players driven by the desire to secure the best deals compared to previous years. When it comes to primetime shopping: 

• Early Shoppers: 87% of King players in both the US and UK start their holiday shopping at least a month before the holidays. 

• Black Friday and Cyber Monday: These events remain critical, with 65% of US and 53% of UK gamers taking advantage of the sales, often spending substantial amounts during these periods.

Understanding these early shopping behaviors allows brands to strategically time their campaigns, ensuring they reach gamers at the most influential points of their purchasing journey.

The Power of In-Game Advertising

One of the most effective ways to reach gamers during the holiday season is through in-game advertising. Gamers are highly receptive to ads within their favorite games, making this an ideal channel for brands to showcase their products and services. For instance, 72% of US and 67% of UK gamers discover new products or services through their smartphones, leading to a significant opportunity to do so during their gaming sessions.

By leveraging in-game advertising, brands can engage gamers in a context where they are already relaxed and engaged, leading to higher ad recall and conversion rates.

Strategic Takeaways for Brands

The 2024 holiday season presents a unique opportunity for brands to connect with the gaming audience. 

Gamers are:

• High-Spending: Willing to invest significantly in holiday shopping.

• Omnichannel Shoppers: Engaging across both online and in-store platforms.

• Early Planners: Starting their shopping well in advance, particularly during key sales events.

By understanding these behaviors and integrating in-game advertising into your holiday marketing strategy, you can effectively reach a highly engaged audience and drive meaningful results. The gaming community is not just about playing—they are powerful consumers who can amplify your brand’s reach this holiday season.

About the Author

Antonio Miller is a Research Manager at Activision Blizzard Media. In this role, he oversees strategic research initiatives focused on the influence and opportunity of gaming to advertisers worldwide. Before joining Activision Blizzard Media, Antonio was a Researcher at NPR, where he concentrated on brand and audience insights through the lens of digital audio sponsorship experiences. Antonio is based in Los Angeles, California and is a lover of live music, technology, and traveling to new places.