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Last updateSun, 28 Apr 2024 5pm
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New Data Reveals Habits of The Holiday Shopper

Rakuten business units have teamed up to identify some of the key traits of holiday gift-buyers across the United States. The research – which examines the habits of millions of shoppers in the U.S. and worldwide – has been published to help marketing professionals better understand the behavioral patterns behind the annual holiday spending splurge.

Holiday deprivation is on the rise in the UK, especially for millennials and Gen-Z

- Expedia's annual Vacation Deprivation study® shows that 58% of workers globally describe themselves as holiday deprived

- In the UK, 73% of millennials and Gen-Z (aged 18 - 34) believe they deserve more holiday days

- A quarter of Brits (25%) would even give up sex for an extra day of annual leave

- Highlighting a positive attitude to work/life balance compared to the world, Brits are least expected to work when on holiday

- Still, only 18% of workers in the UK feel their employer is supportive of "mental health days"


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