More than half of US holiday shoppers (56%) say the state of the economy will influence their spending plans this year, according to the National Retail Federation's (NRF) annual holiday consumer survey conducted by Prosper Insights & Analytics. Forty-three percent plan to shop for sales more frequently, 31% intend to comparison shop online more often, and 29% expect to use coupons more frequently. Still, 91% of US adults plan to celebrate winter holidays, including Christmas, Hanukkah, and Kwanzaa.
“Retailers understand consumer budget priorities and are responding with compelling products, promotions, and shopping experiences that make it easier to find value while still capturing the holiday excitement,” said NRF Vice President of Industry and Consumer Insights Allison Zeller in a press release.
The survey also found that 43% of holiday shoppers plan to begin browsing and purchasing gifts before November, compared with 42% in 2025. Among these early shoppers, 50% cited spreading out their holiday budgets as a reason for starting early, while 37% said they wanted to take advantage of attractive prices and promotions. A substantial portion (64%) reported that they are likely to wait until Thanksgiving weekend to complete most of their holiday purchases, compared with 63% last year. Forty-six percent of these consumers said they expect to find the best prices and promotions during November and December.
“From getting an early start to waiting for major deals and promotions, consumers are choosing when to shop based on what works best for them,” said Prosper Executive Vice President of Strategy Phil Rist in the press release.
Online shopping remains the most popular retail destination, with 53% of respondents planning to make holiday purchases online. Grocery stores and discount stores each were cited by 43% of consumers, followed by department stores at 42%. Gift cards topped 47% of consumers' holiday wish lists, followed by clothing at 44%, books and other media at 25%, and personal care or beauty products at 24%.
The survey findings follow NRF's recently released holiday sales forecast, which projects that US retail spending during November and December will increase 4.2% compared with 2025, reaching $1.013 trillion.
The forecast measures core retail sales, excluding automobile dealers, gasoline stations, and restaurants. The survey was conducted October 1-7, 2026, among 8,094 US adults.