NRF has been conducting its annual graduation spending survey since 2007 to see how Americans will celebrate high school and college graduates each spring.

Graduation 2024


What consumers plan to spend on grad gifts in 2024

According to NRF’s annual survey conducted by Prosper Insights & Analytics, 34% of respondents plan to buy a gift for a high school or college graduate in 2024.

  • Total spending is expected to reach $6.1 billion
  • Once again, cash is the top gift respondents plan to give

More consumer trends

Highlights from NRF’s 2024 State of Retail & the Consumer
Customers shopping
Insights into the future outlook of the retail industry.
Read more
How shoppers are planning to spend on Easter 2024
Springing into the holiday with consumer shopping trends.
Read more
How consumers plan to celebrate St. Patrick’s Day 2024
Children celebrating St. Patrick's Day.
With 62% of Americans planning to celebrate, record spending is on tap.
Read more
Future trends that will shape consumer behavior and retail operations
NRF 2024: Leaders of GDR Creative Intelligence, WGSN and WD Partners on technology's impact and the role of stores.
Read more
Census Sales Data Shows Consumers ‘Still Engaged’
default image
Data released by the U.S. Census Bureau shows retail sales cooled in January but that households continued to spend.
Read more
2024 Valentine’s Day consumer trends
3 ways lovers, friends and in-betweens are celebrating their favorite people — and pets — this year.
Read more