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2026 Holiday Shopping Report

Insights from 1,400+ Consumers

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Unveiling Key Holiday Shopping Insights

Insights from 1,405 U.S. consumers on holiday shopping spending, Cyber Week, and how shoppers find deals

Holiday shoppers are heading into 2026 with tighter budgets and growing doubts about the deals. In our latest survey, 42% of holiday shoppers expect to spend less than last year, up from 33% in 2025. And 64% believe retailers raise prices before Black Friday so discounts aren’t really discounts.

Drive Research has tracked holiday shopping habits since 2020. This year’s report covers how 1,405 U.S. adults plan to spend, shop and find deals this season, with comparisons to 2024 and 2025 so you can see what’s changing and what to do about it.

What’s Included

Actionable Insights for the Modern Retailer

This report serves as a valuable resource for businesses navigating the complexities of the modern retail landscape.

It includes insights surrounding:

  • The trust gap: how many shoppers doubt Black Friday deals, and how real discounts compare with what they expect
  • Holiday budgets: spending ranges, who’s cutting back and why, and how shoppers plan to pay, including Buy Now, Pay Later
  • Cyber Week participation, 2024 to 2026: which shopping days are slipping and which are holding steady
  • The Black Friday shopping clock: when in-store shoppers plan to start
  • Retailers and products: where people plan to shop online and in stores, and what they’re buying
  • What wins the sale: the shipping, delivery and channel factors that decide where shoppers buy
  • Generational differences: how Gen Z, Millennials, Gen X and Boomers shop differently
  • Five moves for retailers to act on for the rest of the season
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Female holiday shopper on phone with shopping bags