Consumers to spend 12% more this holiday season

Consumers plan to spend 12 percent more on their holiday shopping than in 2015, according to a 2016 report by the Rubicon Project. In total, U.S. shoppers will spend an average of $1,175 this season.

Seventy-three percent of respondents plan to shop online this holiday season and more than one-third will shop on mobile. In fact, 22 percent of shoppers do not plan to shop in-store at all this year.

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These online and mobile-only shoppers tend to be millennial males who will most likely be shopping for gift cards, 64 percent; apparel/accessories, 57 percent; toys, 46 percent; and tech, 37 percent.

Cyber Monday will remain the most popular day for 47 percent of respondents, outpacing Black Friday at 42 percent. Cyber Monday is especially popular for millennials and parents – 74 percent of both groups say they love the online event. Overall holiday spend per child came in around $495.

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Technology continues to be one of the largest spend areas for 36 percent of those surveyed, with an average of $378. However, consumers said experiential gifts will top their spending allocations in 2016, with an average spend of about $440 per buyer on travel, sports events and shows.