Synchrony: Holiday shoppers stick with brands they know, trust; rewards use up
When it comes to holiday shopping, consumers favor sticking with the retailers they are already familiar with.
The majority (83%) of consumers agree they plan to do most of their holiday shopping with retailers they know and trust, according to consumer financing company Synchrony’s Sync with Consumers survey. Rewards enter into the equation, with 66% saying they plan to use retailer rewards they've earned this holiday season, up 13 percentage points from 2025.
When asked how they use rewards, 36% report actively using rewards or cash back to offset costs, while 29% will use them if they happen to have rewards available when paying.
Big box retailers (61%) and online marketplaces (60%) lead the list of places consumers have shopped or plan to shop this holiday season, followed by discount retailers and dollar stores (39%) and department stores (36%).
The survey revealed that 75% of consumers plan to go out of their way to find the best price, up nine points year over year, with many pairing that search with rewards and payment options that help their dollars go further.
[READ MORE: NRF: Affordability top of mind for holiday shoppers]
Other highlights from the Synchrony survey are below.
•Over half (58%) plan to use specific credit cards to take advantage of rewards points or cash back.
•Forty-two percent agree they are looking for financing deals to split up their purchases into smaller payments, up 12 points year over year.
•Forty percent agree they would apply for a store card that offered a discount on their first purchase, an eight-point increase from 2025.
Consumers expect to spend an average of $1,034 on holiday gifts this year. The top gift categories include gift cards (62%), clothing and accessories (60%), electronics (32%) and entertainment such as shows or concerts (22%)
“Trust may get retailers the first look, but clear, differentiated value is what turns shopper interest into sales," said Darrell Owens, executive VP and CEO, lifestyle at Synchrony. "Consumers want to make the holidays special while still being thoughtful about what they spend. Retailers can meet them in that moment with compelling offers, relevant rewards and flexible payment choices that help shoppers manage their budgets, feel more confident about their purchases and keep coming back."
