How Americans Are Donating This 2024 Holiday Season

As the holiday season approaches, generosity is in the air, and Americans are stepping up to spread cheer beyond their homes. Across the country, our recent survey reveals which states plan to open their wallets the widest and which might need a little nudge to get into the giving spirit. 

Whether it’s a passion for supporting local causes, giving back to communities, or the joy of helping others, the American people have inspiring — and varied — reasons for donating during the holidays. Join us as we dive into this heartwarming data and explore how, where, and why Americans are making a difference this season!

A Snapshot of Holiday Donating Around the U.S. 

When it comes to holiday giving, a few standout states are planning to go well beyond the national average donation of $98.47 each year, with Alabama leading the way at a remarkable $215.42. Known for its hospitality, Alabama’s generosity this season is notable, with 70% of its residents saying they plan to donate some amount this holiday season. 

Oregon follows closely, where the average holiday gift is $194.21, showing that the giving spirit is also strong on the West Coast. 

Oklahoma, Ohio, and New Mexico also impress, with planned donations of around $180 to $185, reflecting a willingness to give generously across regions.

On the other hand, some states are planning more modest donations this season. In North Dakota, the average intended donation is $36.82, while Tennessee and North Carolina are close, hovering right around the $37 mark, indicating different holiday priorities across the states. Washington follows closely behind the 2 neighboring states with an average donation of $41.15.

Despite lower averages in the monetary value of giving, states like Georgia, with an average donation of $41.58, still show a high giving rate, as over 65% plan to contribute in some way this season. This intriguing range of holiday donations highlights the diverse generosity across America, reflecting local values and unique economic conditions.

A Deep Dive Into 2024 Donation Plans 

As the holiday season rolls in, nearly 40% of Americans report giving more during this time than any other part of the year, with Christmas as the most popular season for giving. Local charities are the preferred choice, with 65.8% of donors supporting nearby causes over national or international organizations, showcasing a strong community focus. Yet, with ongoing economic challenges, 43.8% expect to donate less this year than in 2023, and only a measly 7.4% plan to increase their donations, highlighting the financial pressures many are feeling.

For many Americans, the holiday spirit is a strong incentive to give, motivating 38.6% of donors to contribute. Close behind, personal connections to causes account for 28.9% of donations, while 27.5% of donors are driven simply by having available funds. However, financial constraints remain a major barrier for many; nearly 76% cite lack of resources as the top roadblock to donating, particularly for those earning under $50k per year. Still, some find creative ways to contribute, such as donating credit card reward points, with 7.1% having done so previously and 4.6% planning to do so this year.

Regarding donation preferences, Americans favor cash over other methods, with 51.4% selecting it as their primary contribution means. Interestingly, tangible items are preferred by 55.8% of people over cash donations, especially among Gen Z, where 60.9% would rather give in-kind items. 

Demographics also influence donation habits, as men anticipate donating an average of 56.5% more than women this season. Those with incomes over $100k plan to donate $237 on average, compared to an average of just $34 from individuals earning under $50k.

These diverse approaches and motivations for holiday giving reflect the evolving landscape of American philanthropy. Whether through local charities, cash donations, or even credit card rewards, people across the country continue to find ways to contribute, driven by tradition and a deep connection to the holiday spirit.

Methodology

The data was collected in October of 2024 and is based on over 2,400 survey respondents. We asked anonymous participants a series of questions about their current, former, and future donation habits and preferences. Alaska and Wyoming were not included in our research due to insufficient survey respondents.

Final Thoughts

Our research shows that holiday generosity varies widely across the U.S., with some states planning to give significantly more than others. Local charities top the list for most Americans, who, despite economic pressures, are eager to spread the holiday spirit. As the season unfolds, seeing how these intentions translate into real-world impact on communities nationwide will be interesting.