Holiday Shoppers Plan to Spend 4 Percent More This Season as Inflation Weighs on Budgets

U.S. households plan to spend an average of $1,654 this holiday season, a 4 percent increase from $1,595 in 2025, according to Deloitte's 2026 Holiday Retail Survey.

The increase includes a 10 percent jump in spending on retail goods and a 4 percent decline in spending on holiday-related activities such as travel and entertainment.

Inflation is on the minds of 79 percent of shoppers, who expect higher prices in the months ahead. Consumer prices rose 3.7 percent annually through September, driven largely by a 34.2 percent year-over-year jump in gasoline prices.

Deloitte found that 38 percent of holiday shoppers consider themselves value seekers, using strategies like promotions, rewards programs, and private-label products. Despite their focus on deals, these consumers are expected to spend 12 percent more than other shoppers on average.

Financial advisors say the holiday season is a common time for budgets to slip. Setting a spending limit before shopping starts and tracking purchases throughout the season can help prevent debt from carrying into the new year.

Buy now, pay later loans have grown in popularity as a way to spread out holiday costs, but financial experts caution that juggling multiple BNPL loans can make it harder to track due dates and total obligations.

Introductory 0 percent APR credit cards are another option for shoppers who want to pay down balances over a longer period. Experts recommend paying off the balance before the promotional period ends to avoid high interest charges.

The Deloitte survey also found that shoppers are starting earlier this year, with many planning to complete most of their purchases before Thanksgiving. Retailers have responded by launching holiday promotions in October.