Holiday Shopping Season 2026: Hosting Is Now More Stressful Than Gift Giving

Rising prices are reshaping holiday plans, with 78% of U.S. consumers saying price increases are affecting their spending and 38% expecting to spend less this holiday season than last year. Shoppers are responding by using coupons and discount codes, setting stricter budgets and shopping earlier to spread purchases across more paychecks. Financial pressure extends beyond gifts: half of Americans say higher grocery prices are making holiday hosting more stressful, while 44% expect to carry additional debt after the holidays.

The findings give sellers opportunities to approach retailers, grocery stores, restaurants, clothing and jewelry stores, toy stores, electronics retailers, financial institutions and other holiday-driven businesses. Value-focused promotions, early-season offers, discounts and messaging around affordability can help advertisers compete for shoppers who still plan to spend but are being more deliberate about where their money goes.