1 in 6 (16%) of U.S. Shoppers Will Sacrifice Everyday Essentials In 2026 To Purchase Gifts This Holiday Season

Rising costs aren’t stopping many Americans from prioritizing holiday gifts. Nearly half (49%) say higher costs won’t deter their gift purchases, while 16% expect to sacrifice everyday essentials and 20% plan to take a second job to cover holiday expenses. Consumers are also looking for value and flexibility: 15% plan to use buy now, pay later, while crowds, price discrepancies and long checkout lines are among the top reasons shoppers say they would abandon an in-store purchase.

The findings give sellers plenty to discuss with retailers, department and discount stores, clothing stores, jewelers, toy stores, electronics retailers, restaurants and other holiday-driven businesses. With shoppers determined to buy but watching their dollars closely, advertising that emphasizes value, promotions, payment options, inventory availability and convenience can help businesses compete for increasingly selective holiday spending.