Holiday Shopping on Nextdoor: How Neighbors Are Planning, Spending, and Seeking Deals in 2025

Holiday shopping season seems to start earlier every year, and this year is no exception. But it's not just about decorations appearing in stores before Halloween—neighbors are genuinely starting their holiday shopping earlier, spending more, and relying heavily on their communities for trusted recommendations about where to shop.

Our latest research surveyed U.S. adults to understand how Nextdoor users approach holiday shopping, from timing and budgets to the factors that influence where they spend their money. What we found reveals both the opportunities and the strategies that retailers need to know to connect with this high-value audience during the most important shopping season of the year.

Holiday Shopping Starts Earlier—Much Earlier

If you thought holiday shopping was still a post-Thanksgiving activity, think again. This year, 29% more neighbors started their holiday shopping in August or earlier compared to previous years. The early-bird trend is real, and it's accelerating.

Why the early start? Neighbors cite several practical reasons: they want to spread out expenses over time, avoid the stress of last-minute shopping, and take advantage of early-season sales and promotions. For retailers, this extended shopping window means that holiday campaigns need to launch well before the traditional kickoff dates. Waiting until November to capture holiday shoppers means missing a significant portion of the audience that's already making purchasing decisions.

That said, not everyone shops early. The holiday shopping season now spans months, with different segments of neighbors shopping at different times. Some are methodical planners who start in late summer, while others wait for Black Friday deals or even shop in the final days before the holidays. Successful retailers need strategies that address both early planners and late-season shoppers.

Neighbors Are Big Spenders—14% Above Average

When neighbors shop for the holidays, they shop big. Our research found that neighbors have holiday shopping budgets that are 14% higher than the average consumer. This isn't just about having more disposable income—it reflects the fact that Nextdoor users tend to be household decision-makers who are responsible for purchasing gifts, decorations, food, and other holiday necessities for their families.

Holiday budgets cover a wide range of categories. The bulk goes toward gifts for family and friends, but neighbors are also spending on holiday decorations, special meals and entertaining, travel, and yes, gifts for themselves. Self-gifting during the holidays has become increasingly common, with many neighbors taking advantage of seasonal sales to purchase items they've been wanting for themselves.

This higher spending power makes neighbors an exceptionally valuable audience for retailers. They're not just buying a few token gifts—they're outfitting their homes, feeding guests, and making significant purchases across multiple categories.

Budget-Stretching Strategies: Sales, Credit Cards, and Buy Now, Pay Later

While neighbors may have larger budgets, they're also savvy about making those dollars go further. The most popular strategy is shopping sales and promotions—neighbors actively seek out discounts and time their purchases to coincide with major sales events.

Beyond sales, neighbors are using a variety of financial tools to manage their holiday spending. Some are opening new credit cards that offer rewards or promotional financing. Others are taking advantage of buy now, pay later (BNPL) services that allow them to spread payments over several months without interest.

Loyalty programs and rewards points also play a significant role. Many neighbors report using accumulated points or cash back from loyalty programs to offset holiday expenses. For retailers, this reinforces the importance of having compelling loyalty programs and making it easy for customers to understand and access their benefits.

The message is clear: neighbors want to maximize value. Retailers that make it easy to find deals, offer flexible payment options, and reward loyalty will have an advantage in capturing holiday spending.

Trust Matters—And Nextdoor Delivers It

Perhaps the most compelling finding from our research is the trust that neighbors place in recommendations they see on Nextdoor. An impressive 43% of neighbors say they trust holiday shopping recommendations from Nextdoor more than any other platform.

This level of trust is remarkable in an era when people are increasingly skeptical of advertising and online reviews. What makes Nextdoor different? It's the hyperlocal, community-based nature of the platform. When a neighbor recommends a local store, shares a positive shopping experience, or warns about a disappointing purchase, that information comes from a real person in your community—someone whose circumstances and preferences are likely similar to your own.

For retailers, this trust translates into influence. Recommendations on Nextdoor don't just build awareness; they drive action. Neighbors are actively seeking advice about where to shop, what to buy, and which retailers offer the best value and service. Being part of those conversations—whether through organic community engagement or strategic advertising—puts retailers in front of high-intent shoppers at critical decision-making moments.

What Drives Retailer Choice: Value, Convenience, and Credibility

When neighbors choose where to shop for the holidays, three factors consistently rise to the top: value, convenience, and credibility.

Value encompasses more than just low prices. It includes sales and promotions, loyalty rewards, quality for the price, and flexible payment options. Neighbors want to feel they're getting the most for their money, whether that means scoring a significant discount or purchasing something that will last.

Convenience matters enormously during the hectic holiday season. This includes easy online ordering, fast shipping, convenient pickup options, hassle-free returns, and stores located near home. Neighbors are juggling multiple responsibilities, and retailers that reduce friction in the shopping experience have a clear advantage.

Credibility is about trust—trust in product quality, accurate descriptions, reliable delivery, and responsive customer service. This is where recommendations from other neighbors become so valuable. A positive review from someone in your community provides social proof that a retailer will deliver on its promises.

Retailers that can effectively communicate value, demonstrate convenience, and build credibility through community engagement will be best positioned to capture holiday spending from neighbors.

Shopping Channels: A Mix of Online and In-Store

Holiday shopping today happens across multiple channels, and neighbors are no exception. Many use a hybrid approach—browsing online, comparing prices, reading reviews, and then making purchases either online or in physical stores depending on the product and situation.

Large online retailers remain popular for their vast selection and convenience, but local stores and national chains with physical locations also attract significant traffic. Neighbors appreciate being able to see and touch products before buying, especially for certain categories like clothing, home décor, and toys. They also value the immediate gratification of taking purchases home rather than waiting for delivery.

For retailers with physical locations, this presents an opportunity to emphasize local inventory, same-day pickup options, and the ability to avoid shipping delays. For online-only retailers, fast and reliable shipping becomes even more critical.

The key insight is that neighbors want flexibility. Retailers that offer seamless experiences across online and offline channels—including options like buy online, pick up in store—will appeal to the broadest range of holiday shoppers.

Categories That Matter Most

While gift-giving is the primary driver of holiday spending, neighbors shop across a wide range of categories:

Gifts for family and friends naturally dominate holiday budgets. Neighbors are buying for multiple people, from immediate family to extended relatives, friends, teachers, and coworkers. Popular gift categories include toys, electronics, clothing, home goods, and experiences.

Holiday decorations see significant spending, especially among neighbors who take pride in their homes and neighborhoods. This includes everything from wreaths and lights to table settings and seasonal décor.

Food and entertaining expenses add up quickly. Many neighbors host holiday meals or parties, leading to larger-than-usual grocery bills and purchases of special ingredients, beverages, and serving items.

Travel is a major expense for neighbors who visit family or take holiday trips. This includes flights, accommodations, and transportation.

Self-gifting has become a legitimate part of holiday shopping. With sales and promotions abundant, many neighbors take the opportunity to purchase items for themselves, whether that's electronics, clothing, home improvements, or other products they've been considering.

Retailers in all of these categories have opportunities to capture holiday spending, provided they can reach neighbors with relevant messaging at the right time.

The Role of Recommendations and Community Conversations

Throughout the holiday shopping season, neighbors actively seek and share recommendations on Nextdoor. These conversations happen organically as community members ask for suggestions, share discoveries, and warn about disappointing experiences.

Common topics include:

• "Where's the best place to buy [specific item]?"
• "Has anyone had experience with [retailer]?"
• "Just discovered [store] has amazing deals on [category]!"
• "Warning: shipping from [retailer] took forever"
• "Looking for local shops that carry [product]"

These conversations create valuable touchpoints for retailers. Being mentioned positively in these discussions can drive significant traffic and sales. Even better, retailers that actively engage with their local communities on Nextdoor—by responding to questions, sharing helpful information, and building relationships—can become trusted resources that neighbors turn to repeatedly.

Timing Your Holiday Campaigns

Given the extended holiday shopping season, retailers need a phased approach to campaign timing:

Late summer/early fall (August-September): Reach early planners who want to spread out expenses and avoid stress. Messaging should emphasize selection, the benefits of shopping early, and layaway or payment plan options.

October: Capture the attention of shoppers ramping up their holiday planning. Highlight new arrivals, gift guides, and early-bird promotions.

November: This remains the highest-volume shopping period, anchored by Black Friday and Cyber Monday. Aggressive promotions, doorbusters, and limited-time offers drive traffic and urgency.

December: Address both ongoing holiday shoppers and last-minute buyers. Early December messaging can focus on ensuring delivery before the holidays, while late December shifts to last-minute gifts, gift cards, and after-holiday sales.

Throughout this entire period, maintaining visibility on Nextdoor keeps retailers top-of-mind as neighbors make purchasing decisions across multiple categories.

What This Means for Retailers

The insights from this research point to clear strategies for retailers looking to maximize holiday sales among neighbors:

Start early and stay present. With neighbors shopping as early as August and continuing through December, a sustained campaign approach outperforms short bursts of activity. Think of holiday marketing as a marathon, not a sprint.

Emphasize value in all its forms. Yes, promote sales and discounts, but also highlight loyalty rewards, quality, payment flexibility, and the overall value proposition of shopping with your brand.

Make convenience a competitive advantage. Streamlined online ordering, multiple fulfillment options, easy returns, and proximity to customers all matter. Make these benefits clear in your messaging.

Build and leverage trust. Engage authentically with local communities on Nextdoor. Encourage satisfied customers to share their experiences. Respond helpfully to questions. Trust converts to sales during the holidays.

Segment your approach. Early planners and last-minute shoppers need different messages. Gift buyers and self-gifters respond to different appeals. Tailor your campaigns to address the diverse needs of the holiday shopping audience.

Highlight flexible payment options. With many neighbors using BNPL services, new credit cards, and loyalty points to manage holiday expenses, make sure these options are clearly communicated and easy to access.

The holiday shopping season represents the single biggest opportunity of the year for most retailers. Understanding how neighbors approach holiday shopping—when they shop, what influences their decisions, where they seek recommendations, and what they value most—provides the foundation for campaigns that connect with high-intent, high-value customers at the moments that matter most.

Want to explore the complete findings? This summary highlights key insights from our research, but there's much more to discover. For the full report with detailed data, additional audience segments, and strategic recommendations for your campaigns, reach out to Jacob Chavis, Customer Analytics & Insights Manager, at jchavis@nextdoor.com. Our team can help you apply these insights to reach high-intent neighbors at the moments that matter most.