NRF: Affordability top of mind for holiday shoppers
Consumers' holiday shopping habits will be shaped by affordability this year.
More than half (56%) of holiday shoppers say the state of the economy will affect their holiday spending plans this year, according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics. Nearly all U.S. adults (91%) plan to celebrate winter holidays including Christmas, Hanukkah or Kwanzaa.
Among those consumer who say the economy will impact their holiday spending, 43% plan to shop for sales more often, while 31% will comparison shop online more often. Twenty-nine percent will use coupons more often, among other strategies to make the season more affordable.
“With affordability top of mind, holiday shoppers are taking a thoughtful approach to spending, balancing value with preserving traditions that make the holiday season special,” said Allison Zeller, NRF VP of industry and consumer insights.
The survey follows NRF’s 2026 holiday forecast, forecasts that holiday spending during November and December will grow 4.2% over 2025 totaling $1.013 trillion.
Top Destinations/Gifts
Consumers continue to shop across a variety of destinations during the holidays. Online remains the leading shopping destination, with 53% planning to shop online.
Other popular destinations include grocery stores (43%), discount stores (43%) grocery stores (43%) and department stores (42%).
Gift cards remain at the top of consumers’ wish lists, with 47% saying they would like to receive them this holiday season. Other popular items include clothing (44%), books and other media (25%) and personal care or beauty items (24%).
[READ MORE: Survey: Holiday shoppers turning to gift cards to keep gifting within budget]
Timing
Forty-three percent of holiday shoppers plan to begin browsing and buying for the holiday season before November, in line with 42% last year. Among those starting early, 50% do so to spread out their holiday shopping budgets, while 37% say the prices and promotions are too good to pass up.
Affordability is also top of mind for those waiting until November to start their shopping, with 46% of these shoppers saying they plan to wait until November and December because it is when they find the best prices and promotions.
While many consumers begin their holiday shopping early, many hold off on making the bulk of their purchases until later in the season, with sales and promotions continuing to play an important role throughout the holiday season. Nearly two-thirds (64%) of consumers say they are likely to wait until Thanksgiving weekend to do most of their shopping, in line with 63% last year.
