Holiday Shopping Unwrapped: Insights from the EyeSee Team

The holiday season is here—and with it comes the annual shopping frenzy. From early-bird planners to last-minute gift hunters, everyone has their own way of navigating the holiday rush. Some thrive on the excitement of crowded stores, while others prefer the convenience of online shopping. But what really shapes our choices? Is it price, convenience, or simply the magic of the season? To find out, I asked my colleagues at EyeSee to share their personal holiday shopping habits. Here’s what they revealed…

Milica Lončar, Shopper Insights Capabilities Director

My holiday shopping starts on Black Friday. I prefer shopping online because it’s convenient and helps me avoid holiday crowds. For me, the most stressful part of holiday shopping is staying on the budget. I always set a holiday shopping budget, and I try to stick to it, but I allow for some flexibility if I find something meaningful. Recommendations and brand trust are what influence my shopping decisions the most. I guess social media or ads influence my holiday purchases even though I try not to get easily influenced.  

Tijana Lukić, Insights Director and Pod Lead  

In November, once Xmas-themed merchandise is up in stores, I'm always motivated to start thinking about buying gifts for the holidays. I always shop in person; it's easier to get a feel for the products and their shape and size and, if needed, gives me an idea of how to pack them.

For me, the most stressful part of holiday shopping is crowds and matching everyone's gifts in terms of money spent.  I set a budget per person and always go a bit beyond that. For kids, it's important that they get the same gift count.

I usually have a theme I follow each year for friends and family. It helps with shopping because then I can get most gifts in one or two stores, rather than running around all store types. Also, I try to buy from stores that are close by (bookstores, local clothing stores, local toy stores), and do not have to spend time in shopping centers.

Social media or ads rarely influence my holiday purchases, at best, they motivate me to choose a theme for my holiday shopping, but this doesn't happen often.

Miloš Terzić, Senior Backend Developer

My holiday shopping starts at the last minute, and I prefer shopping in-store. The most stressful part of holiday shopping for me is finding the right gift. I don’t have a fixed budget. My holiday shopping decisions are mostly influenced by recommendations and prices. And I admit that Instagram posts can influence my shopping decisions.  

Jovana Vukonić, People Director  

When it comes to holiday shopping, I’m definitely a December—or even last-minute—shopper. I prefer hitting the stores rather than shopping online because I like to see and touch the gifts, ask salespeople for recommendations, and compare deals across different shops before deciding. The hardest part? Finding the right gift. I don’t set a strict overall budget, but I do have a rough idea of how much to spend per person. Price and product quality, like fabric for clothes, influence my choices the most. Social media and ads don’t really sway me; I focus on what each person truly needs or what would make them happy

Heather Graham, Senior Director Client Service  

My holiday shopping starts in earnest around mid-November, though I sometimes pick up gifts throughout the year. I use both online and in-store shopping—online for convenience and access to a wider range of products (especially since my family is spread across the US, Scotland, and Germany), and in-store for clothes and items where I want to feel the quality before buying. The most stressful part? Crowds, noise, and bright lights when shopping in person—I even wear earplugs to stay sane! Online, it’s all about delivery timing and ensuring quality. I’ve never set a strict budget, though I try to keep gifts balanced for the kids. My decisions are influenced by reviews and recommendations online, and by value for money in-store. Social media and ads mostly serve as idea generators, but I rarely buy directly from them—I guess I’m a bit stubborn that way.

Morana Kristek, New Business Insights Director

I’m definitely a last-minute shopper! If I have time, I love going in-store for the atmosphere—Christmas trees, jingle bells, and that festive vibe (especially in Europe!). But realistically, I do a lot of online shopping because it’s quick and everything gets delivered to my door. Honestly, I enjoy the whole process, though delivery delays can stress me out a bit. I don’t set a strict budget; instead, I focus on meaningful, emotional gifts—like experiences or small, quirky items that make people smile. Think handwritten notes, ice-skating outings, or a cozy Christmas concert. My decisions are driven by originality and feasibility during the busy season. Social media rarely influences me, except when I stumble upon ads for unique experiences—one year, I even booked a weightless free-fall adventure in Slovenia after seeing an ad!

Jano Chedraoui Bravo, Junior IDB Consultant  

I usually start shopping on Black Friday and prefer doing it online—it’s easier, brands have their full inventory available, and I can avoid the crowded malls that make the holidays stressful. The hardest parts for me are finding the right gift, staying on budget, and dealing with delivery delays. I set a budget per gift and stick to it, though going slightly over isn’t a big deal. My choices depend on whether I genuinely like the item, if it’s from a brand I trust, and if it fits my price range. Instagram plays a big role too—it knows me well! From new product drops to discount alerts and targeted ads, it’s like a real-time guide for what’s worth checking out.

Jason Bradbury, Senior Director Client Services

I usually start holiday shopping with a couple of early purchases in November, right after Halloween, but the real spree begins after Thanksgiving when Black Friday hits. I prefer shopping online—it’s convenient, avoids crowds, and lets me shop anytime without worrying about store hours. Honestly, I dislike the chaos of in-store shopping and wish Santa’s elves could handle it for me! I set general spending guidelines per person and stick to them unless I find the perfect gift worth splurging on. My choices are mostly driven by price and what my teens want—they’re my biggest influencers. Social media plays a minor role; ads rarely sway me, though I might spot ideas for myself. For others, I stick to what I know they’ll love.

Marija Smudja, Insights Director – Pod Lead

I usually start my holiday shopping in mid-December to avoid the last-minute chaos and while stores still have stock. With the hectic workload that month, I almost always shop online—it’s faster, easier, and saves me from crowded malls. The most stressful part for me is the time pressure; I dislike buying gifts just because I have to, but New Year wouldn’t feel complete without presents under the tree. I don’t set a strict budget; instead, I focus on finding meaningful gifts, though it’s always tricky to choose something thoughtful for friends’ kids that isn’t plastic junk yet doesn’t break the bank. My decisions are influenced entirely by the personality of the person I’m buying for. Social media, especially Instagram, plays a big role by helping me discover small local brands and unique experiences to gift—because I believe experiences last much longer than material things.

Key takeaway

From meticulous planners to spontaneous shoppers, our EyeSee team proves that holiday shopping is as unique as the people doing it. Some swear by online convenience, others love the festive in-store experience, and while budgets and stress sneak into the mix, the joy of finding that perfect gift always wins.

For brands, this means creating solutions that match these diverse behaviors: early birds want trusted recommendations and budget-friendly bundles, in-store enthusiasts crave stress-free, sensory-friendly experiences, and last-minute shoppers need fast delivery and curated gift guides. Social media remains a powerful discovery tool—especially for unique experiences and local gems—so brands should lean into Instagram-worthy campaigns and shoppable posts.

‍Whether you’re scrolling for deals or braving the crowds, remember—it’s not just about the presents, it’s about the presence. Grab your list, sprinkle in some holiday cheer, and happy shopping!

Interested in learning more about social media’s influence on occasional shopping? Download the Thought Paper “TikTok is Home for Moments” here.

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