Holiday shopping may bring the same promotions to everyone, but what makes a good deal can look different depending on who's buying.
Some shoppers want their orders delivered as quickly as possible. Others care more about knowing they can return a product without hassle.
According to TGM StatBox data, these differences are particularly noticeable when comparing younger and older online shoppers. And with the 2026 holiday shopping season approaching, understanding these priorities can help brands make their offers more relevant to different age groups.
One thing Gen Z and older shoppers have in common is their focus on price.
According to TGM E-commerce Insights 2026, which surveyed 7,077 consumers across seven markets, 67% of shoppers aged 18–24 prioritize the best overall price when deciding where to shop online.
Price also ranks as the top consideration among consumers aged 65 and above.
Yet the differences become more interesting when looking beyond the price tag.
For younger shoppers, free or low-cost shipping ranks second, followed by fast delivery. For older consumers, shipping costs also matter, but easy and reliable returns carry greater importance.
For Gen Z, getting a good price is only part of the shopping experience.
Fast delivery, particularly same-day or next-day options, ranks among their top three online purchase considerations.
Convenience also extends to how they shop. According to TGM StatBox's analysis of Gen Z mobile shopping habits, 73% of consumers aged 18–24 primarily use mobile devices for online shopping (N=1,141).
However, this percentage can vary by country, highlighting the importance of understanding mobile shopping preferences across individual markets.
During the holiday season, when delivery deadlines and limited-time promotions become particularly relevant, a mobile-friendly experience combined with competitive pricing and fast shipping can help brands appeal to younger consumers.
For consumers aged 65+, confidence in a purchase plays an important role.
TGM data shows that 37% of shoppers in this age group consider easy and reliable returns important when choosing where to shop online.
While younger shoppers place fast delivery among their leading priorities, older consumers give greater weight to what happens after a purchase.
Clear return policies, straightforward procedures and accessible customer support can provide additional reassurance, especially when purchasing holiday gifts for others.
Beyond how consumers shop, the types of gifts they purchase also vary by generation.
According to TGM StatBox's Christmas 2025 data from the USA (N=502), 65% of consumers aged 18–24 purchased clothing, compared with 50% of those aged 65–75. Electronics followed a similar pattern, with 42% of younger consumers purchasing them versus 26% of the oldest age group.
Gift cards, however, were more popular among older shoppers. 54% of consumers aged 65–75 purchased gift cards. The figure was even higher among shoppers aged 55–64, reaching 60%.
These differences suggest that holiday shopping preferences go beyond price and convenience. Age can also influence which gift categories attract the most interest, giving retailers another consideration when planning seasonal product promotions.
The findings suggest that competitive pricing remains important across generations, but the complete shopping experience can influence how different consumers evaluate an offer.
For brands planning holiday campaigns, understanding these preferences can help identify which benefits deserve greater attention.
Younger audiences can respond to promotions that combine attractive prices with convenient mobile shopping and fast delivery. Older shoppers can place greater value on clear purchase conditions and reliable return options.
These patterns come from broader online shopping research rather than a holiday-specific survey, but they offer useful context for seasonal marketing decisions.
Want to understand how shopping priorities differ further by age, country or purchase behavior? Discover online shopping decision factors by age in Italy or browse more e-commerce consumer insights on TGM StatBox.
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