Survey: Consumers want 'less commercial' holiday season; DIY gifts to play role
Consumers are looking to take a step back from the digital world this holiday season and focus more on giving gifts with meaning.
According to the 2026 Michaels State of the Holiday Season Report, 80% of parents are seeking screen-free, hands-on holiday activities this year. Two-thirds (66%) said hands-on activities make the season more meaningful.
Nearly two-thirds (65%) want a less “commercial” holiday season, with 54% adding that their household already “has more stuff than it needs.”
Seventy-eight percent of parents say a $25 handmade gift means as much as or more than a $100 store-bought one. Six-in-10 (61%) say they're likely to give a handmade or DIY gift this season, and 60% say personal sentiment matters more than price when choosing a gift.
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A majority (60%) of families celebrating the holiday season expect December to be stressful. Among them, the top concerns are spending more than they can afford (49%) and finding the right gifts (47%).
More than a third (36%) plan to begin buying gifts before November, including 19% who start in October. More than a quarter (29%) plan to begin crafting gifts before November, and nearly a quarter (24%) begin decorating before November.
Among early starters, just over half (53%) say they do it to reduce December stress, while 49% do it to spread spending across multiple paychecks.
"Families are heading into December feeling stretched, both on time and on budget," said Heather Bennett, president and chief customer officer at Michaels. "This report shows that many are responding by starting earlier and choosing what feels personal over what's pricey. At Michaels, we're making that easier, with inspiration to get started, affordable gifts and projects they can make or personalize, and in-store events where families and friends can unplug, get together, and create."
The 2026 Michaels State of the Holiday Season Report was fielded by Morning Consult Oct. 8-11 among a national sample of 2,502 U.S. adults, including 2,322 who plan to celebrate a holiday this season.
