The Price of Privacy: How Holiday Shopping Turns You Into Data Gold
Series (Part 1 of 5) — Unwrapped: What the Holidays Reveal About Our Data
The holiday season brings out the best in retail. Shoppers get the joy of finding perfect gifts, and companies get a surge of sales. But it’s also the busiest time of year for data collection. Every click, wishlist, and “add to cart” helps build an incredibly detailed picture of who you are, not just as a customer, but as a person.
Think about how often you’re prompted to “save your info for faster checkout.” That convenience comes with a hidden cost. Your email address links to your past purchases, your location, and even the time of day you shop. Loyalty programs and discount codes collect even more, from household size to likely income bracket.
This year, retailers are encouraging consumers to start holiday shopping earlier than ever.
According to Forbes,1 many major brands launched their holiday promotions before November, citing supply chain concerns and efforts to spread out demand. That longer shopping window also extends the period of data collection: every search, wishlist, and online checkout adds to a retailer’s behavioral profile of you. The trend isn’t new, but it’s growing: nearly one in four shoppers began their holiday buying in October last year,2 and retail data trackers spiked by roughly 35 percent during the holiday season.3
The more personalized the shopping feels, the more data you’re likely to give away. “Recommended just for you” often means your profile has been matched to others who share your spending patterns, browsing habits, and even emotional triggers, such as buying gifts late or during stressful times.
A few small steps can help you enjoy the season without feeding the data machine:
- Instead of creating an account, use guest checkout for every store.
- Shop in a private browser window to limit tracking cookies.
- Think twice before signing up for loyalty programs you’ll only use once.
- If you share wishlists, keep them private until you’re ready to make a purchase.
The holidays are about generosity, not surveillance. Paying attention to how and where you shop helps make sure your digital footprint isn’t the most valuable thing you give away this year.
If you’d like to discuss privacy — or have questions about this post or your organization’s privacy practices — contact tiffany.soomdat@tueoris.com
— Tiffany A. Soomdat, MSL, CIPP/US • Senior Consultant @ Tueoris LLC
- Verdon, J. (2025, October 31). Why consumers should shop early this holiday season. Forbes. https://www.forbes.com/sites/joanverdon/2025/10/31/why-consumers-should-shop-early-this-holiday-season/ ↩︎
- Ipsos. (2024). Holiday Shopping Trends Report 2024. Ipsos. https://www.ipsos.com/en-us/2024-holiday-shopping-data-may-signal-longer-term-shifts-consumer-behavior ↩︎
- eMarketer. (2024). Retail Data Tracker: Holiday Season 2024. https://www.emarketer.com/learningcenter/guides/holiday-sales-data/ ↩︎
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