Holiday 2026 Consumer Data: How Shoppers Plan To Spend, Search, And Use AI This season

Holiday shoppers are keeping a close eye on value in 2026, with 43% expecting to spend about the same as last year and 55% saying discounts and promotions matter more this year. Free shipping is the top purchase incentive at 61%, while the holiday season continues to stretch earlier: 36% expect to begin shopping before November and 53% say October or early-November promotions make them more likely to engage with a brand. AI is also entering the shopping journey, with 42% likely to use AI tools, primarily to compare prices, find deals and evaluate products or brands.

The combination of price sensitivity and earlier shopping gives sellers a strong reason to begin holiday conversations well before Black Friday. Consider local retailers, clothing and jewelry stores, toy stores, electronics retailers, sporting goods stores, home furnishings retailers, department and discount stores and specialty shops, helping them promote discounts, value, availability and holiday offers throughout a longer shopping season.