Where Rakuten Members Plan to Spend—and Save—This Holiday Season

It’s that time of year again — when shoppers start making their holiday lists, wallets in hand, and an eye on deals. We recently asked Rakuten members where they’ll be prioritizing their holiday spending, and which categories are seeing tighter budgets. Here’s what they told us. 

Clothing and Accessories Top Members’ Shopping Lists

Clothing and accessories lead the way, with 62% of members planning to spend in this category. Electronics & tech (44%) are also a standout, especially with Black Friday and Cyber 5 offering prime opportunities to snag the latest gadgets at a great price. Gift cards (42%) remain popular, making it easy to give the gift of flexibility. Meanwhile, beauty & personal care (38%), toys & games (35%), and home goods & décor (35%) are filling carts as thoughtful, crowd-pleasing gifts for friends, family, and the home.

When we looked at the data, what stood out was how closely these intentions mirrored actual spending on Rakuten last year — from department stores and apparel to electronics and health & beauty. For today’s shoppers, the alignment between planned and actual spend means that a well-timed, relevant offer can make all the difference. Understanding these trends is key to capturing consumer spend this season, especially in a competitive market.

Shoppers Are More Willing to Trade Down in Certain Categories

While shoppers are ready to spend, they’re also looking for value. In clothing & accessories (44%), home goods (32%), and toys & games (28%), members are more likely to choose less expensive or lower-priced brands. This conscious trade-down behavior shows they are highly receptive to promotions, discounts, and other table stake, value-based offers. For marketers, these categories represent prime opportunities to attract new customers through competitive pricing and smart deals.

Not All Categories Are Equal — Electronics and Health & Beauty Are Non-Negotiables

Other categories are more driven by quality. For electronics & tech (53%) and beauty & personal care (40%), members are more likely to stick with trusted, premium brands. This highlights the importance of quality, reliability, and brand trust — while shoppers still seek value where possible.

Holiday Spend Reflects a Balance of Value and Quality

This holiday season, Rakuten members are balancing excitement with pragmatism — spending where quality matters and trading down where savings take priority. For brands and retailers, the takeaway is clear: deliver offers that provide both value and relevance. By aligning promotions with where members are most price-sensitive, marketers can capture spend in the moments that matter most.

Get more insights and holiday strategies in Rakuten’s Holiday Outlook.