Americans plan to cut holiday spending by 5.5% in 2026
Holiday shopping is rewriting the consumer playbook. Simon-Kucher's 8th Annual Holiday Shopping Study illustrates how economic pressures, changing perceptions of value, and the emergence of social media tools are reconstructing U.S. consumer shopping behavior in 2026.
Insights from more than 1,500 U.S. consumers finds that shoppers aren’t abandoning holiday spending altogether. Rather, they are becoming more deliberate in their decisions around where, when, and how they spend. The real challenge for retailers and brands is reassessing how to win buyers.
Uncover what the 2026 Holiday Shopping Study reveals:
- Holiday spending trends: How consumers are adjusting their holiday budgets and spending priorities under economic pressures.
- Discounts and promotions: Why shoppers are questioning discount authenticity and promotional offers.
- Consumer shopping behavior: How shoppers are changing when and where they buy while preserving meaningful holiday traditions.
- AI-assisted shopping: How consumers are using AI tools to discover products, compare prices, and make informed purchase decisions.
- Social commerce trends: How platforms like TikTok Shop LIVE that are redefining product discovery and conversion.
For retailers and brands, it’s not just about capturing holiday demand, but knowing where to compete and how to win.
Explore the full holiday study and how retailers can prepare for what’s next.
