Holiday Shopping Plans Point To Average Retail Year

Americans expect to spend an average of $1,011 on holiday gifts in 2026, virtually unchanged from $1,007 last year, according to Gallup's October survey. More than half (54%) plan to spend about the same as last year, while 24% expect to spend less and 18% anticipate spending more. Thirty-six percent plan to spend at least $1,000, while 27% expect to keep their gift budgets below $500. Based on historical spending patterns, Gallup estimates holiday retail sales could grow approximately 3.1% this year, although higher prices may limit how far consumers' budgets stretch.

With holiday budgets holding steady and shoppers remaining mindful of prices, department stores, discount retailers, clothing and jewelry stores, electronics retailers, toy stores, sporting goods retailers, gift shops and other local businesses can appeal to consumers by emphasizing value and affordability. Sellers can encourage these advertisers to promote competitive pricing, special offers, gift bundles and loyalty rewards that help shoppers make the most of their holiday spending.