Shoppers prioritize affordability this holiday season

By Brittany Dayes 03/11/2026 2 min read 9 views

A woman enjoying wine at a shop while selecting holiday gifts with a 40% discount offer visible. Photo: cottonbro studio/Pexels

Economic uncertainty will play a central role in how American consumers approach the 2026 holiday shopping season, according to new research from the National Retail Federation (NRF). The findings indicate that 56% of shoppers anticipate financial conditions will directly impact their purchasing decisions this year.

Among those concerned about economic factors, 43% plan to hunt for sales more aggressively than in previous years, while 31% will increase their use of online price comparisons. An additional 29% expect to rely more heavily on coupons to stretch their holiday budgets.

Allison Zeller, NRF vice president of industry and consumer insights, observed that shoppers are adopting a deliberate strategy while still participating in traditional holiday celebrations. “With affordability top of mind, holiday shoppers are taking a thoughtful approach to spending,” Zeller said.

The survey also highlighted that 43% of consumers intend to begin their holiday shopping before November arrives, up slightly from 42% in 2025. Of these early shoppers, half (50%) aim to spread their purchases over an extended period, while 37% are motivated by the availability of attractive early deals.

Online shopping continues to dominate holiday purchasing plans, with 53% of respondents indicating they will shop digitally. Grocery and discount retailers each attract 43% of shoppers, while 42% plan to visit department stores.

Gift cards remain the most popular item on US consumers’ holiday wish lists, with 47% of respondents saying they would like to receive one. Clothing ranked second at 44%, followed by books and other media at 25%, and personal care or beauty products at 24%.

The survey, conducted by Prosper Insights & Analytics on behalf of the NRF between October 1 and 7, 2026, included responses from 8,094 US adults with a margin of error of plus or minus 1.1 percentage points.

Many consumers still prefer to wait for seasonal promotions, with 46% of those planning to shop in November or December expecting better pricing during those months. Meanwhile, Thanksgiving weekend remains a critical shopping period, as 64% of respondents, virtually identical to the 63% in 2025, plan to complete most of their holiday purchases during this time. Phil Rist, executive vice president of strategy at Prosper Insights & Analytics, said, “From getting an early start to waiting for major deals and promotions, consumers are choosing when to shop based on what works best for them.”