With the holiday shopping season getting underway, it is imperative that retailers — both chains and independents — know how shopping behavior differs throughout the United States.

Here are some conclusions from Nielsen based on its research of “gift splurgers “:

“The report considered the holiday shopping season — from pre-Thanksgiving sales to Cyber Monday — to take a look at a highly coveted consumer category dubbed ‘Gift Splurgers.’ These consumers say they like to shower their loved ones with gifts and see themselves more as spenders rather than savers. Understanding where and who these eager holiday shoppers are — as well as their media habits — can be key for retailers.”

“While 62 million, or 26% of all U.S. adults, consider themselves Gift Splurgers, retailers are most likely to find them in Miami and Tampa. In fact, 31% and 29% of adults in these markets fall into this generous group, respectively. While Denver ranks low among all adults, the Mile High City is top for Millennial Gift Splurgers with 40% of these young shoppers residing there.”