2026 Deloitte Holiday Retail Survey

Holiday spending is expected to increase 4% in 2026 to an average of $1,654 per household, according to Deloitte's annual holiday retail survey, despite 79% of consumers anticipating higher prices. Nearly four in 10 shoppers are classified as value seekers, looking for promotions, rewards and affordable alternatives, yet they expect to spend 12% more than other shoppers. Gen Z and millennials are projected to account for half of holiday spending, while 50% of consumers plan to give experiences as gifts and 22% expect to begin shopping earlier than last year.

With consumers looking to stretch their budgets without sacrificing holiday celebrations, department stores, discount retailers, clothing and jewelry stores, electronics retailers, restaurants, entertainment venues, travel businesses, spas and other local retailers have several ways to capture holiday spending. Sellers can help advertisers promote value, loyalty rewards, gift packages and memorable experiences while encouraging them to reach shoppers early and maintain visibility throughout the season.