ICSC: Nearly all shoppers to visit a store for holiday shopping
With budget-concerns top of mind, physical stores are expected to play a critical role in holiday shopping.
The overwhelming majority (93%) of U.S. adults expect to visit a brick-and-mortar store during the holiday shopping season to purchase an item or pick up an online order, including 97% of Gen Z, according to ICSC’s 2026 Holiday Shopping Forecast. Sixty-eight percent say discounts, promotions and exclusive offers will encourage additional store trips.
A third (34%) of store shoppers describe their trips as “social outings” or a combination of shopping, dining, and entertainment, with the figure increasing to 48% among Gen Z. Half of Gen Z shoppers also plan to spend more on experiences than last year, which ICSC says highlights the opportunity for shopping centers to bring retail, dining, and seasonal activities together.
More than half (58%) consumers expect to try a new brand this holiday season, and 52% plan to shop with a retailer they have not visited before. More than a quarter (27%) plan more research or comparison shopping because of higher prices or budget concerns, while 25% expect to switch to lower-priced products or brands.
In other findings, 88% of adults, or approximately 237 million people, plan to purchase holiday gifts and other holiday-related items this season. More than three-quarters (78%) plan on spending the same or more than last year, and notably, the top 10% of shoppers anticipate spending five times more than the average consumer.
Additional highlights from ICSC’s survey are below.
•Nearly half (49%) are concerned about being able to afford holiday gifts this year, and 50% say their personal or household debt will affect their holiday spending.
•Sixty-one percent of holiday shoppers plan to use AI tools or assistants – up from 47% in 2025. Comparing prices is the most common planned use (29%), followed by researching products and features (19%), checking availability (18%) and finding deals (16%).
•Nearly a quarter (23%) expect to still be paying for their 2026 holiday purchases in 2027.
“Consumers have made it clear they are willing to make sacrifices for the things that matter to them this holiday season, but they are making careful decisions about when and where they spend to make that money go further,” said Tom McGee, president and CEO of ICSC. “Shoppers remain resilient, but they’re more discerning and value-conscious; competitive prices, convenient shopping options, and experiences that bring people together are non-negotiable for retailers to attract shoppers and give them reasons to return throughout the season.”
[READ MORE: Survey: Holiday shoppers to start early, seek value, go mobile-first]
The 2026 ICSC Holiday Intentions Survey was conducted online from Sept. 21-23. The survey represents a demographically representative sample of 1,003 respondents.
