National Poll Shows Extreme Conservatives and Liberals Can Agree on One Thing: Holiday Shopping 2024

National Poll Shows Extreme Conservatives and Liberals Can Agree on One Thing: Holiday Shopping 2024

By Aletheia Content Intelligence

As we head into the final days of the 2024 election season, there is little evidence that extreme conservatives and liberals have any common ground. However, it appears there is a universal activity that surprisingly may bridge political divides: holiday shopping. A recent national poll from Zenzi, the consumer research arm of Aletheia Marketing & Media, reveals a fascinating link between political ideology and shopper enthusiasm for Black Friday and Cyber Monday.

Shopping enthusiasm is higher for both political extremes, despite their differing spectrum of views on the economy. The data revealed that people driven by the core value of Achievement—those focused on financial success and material wealth—largely fueled these findings.

We’re sharing more of our findings and insights to help retailers understand the most excited shoppers for this holiday season. Don’t miss these key takeaways to leverage in your own marketing.

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Here are the top takeaways from Zenzi by Aletheia’s nationwide survey of 1,290 voting-age Americans:

  1. Holiday Excitement is Highest at Political Extremes

Interestingly, the most enthusiastic holiday shoppers were found at both ends of the political spectrum. Very Liberal (46%) and Very Conservative (39%) individuals showed the highest excitement levels for holiday sales, while more moderate shoppers exhibited significantly less interest.

  1. Store Preferences Are Politically Divided

Political ideologies also influence where consumers shop. Liberal shoppers tend to favor stores like Target and Costco, known for their progressive corporate stances, while conservatives lean toward Nike and Hobby Lobby, which align with individual success and traditional values.

  1. Economic Optimism Drives Shopping Enthusiasm

Shoppers who feel optimistic about the economy are far more excited about Black Friday and Cyber Monday. Those who view the economy as strong were nearly twice as likely to express excitement (48%) compared to those with a weak or mixed economic outlook (26%).

  1. People Driven by Achievement Lead the Charge

Consumers driven by the core value of Achievement—focused on financial success and material wealth—are the most enthusiastic holiday shoppers. Over 51% of our Achievement Type respondents are excited about Black Friday, aligning with their optimism about the economy and their ambition for material gain. They also tended to identify as very liberal or very conservative.

  1. Values Drive Shopping Behavior

Across the board, core values such as Achievement, Freedom, and Purpose shape shopping habits more than political ideology alone. Shoppers who value success and social recognition are visiting more stores and engaging more actively with holiday promotions.

Zenzi by Aletheia, which has been a leader in values-based marketing and consumer research for 20 years, conducted the survey in October 2024. Read the companion piece on Black Friday and Shopper Fatigue here.

Connect with us today to get started on understanding your target audience and how to tailor your messaging to what drives them to shop!

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