Holiday Consumer Trends 2026: Early Signals Point to a Longer, More Selective Season
Early signals for the 2026 holiday season point in two directions at once: spending is still expected to grow, but shoppers are starting earlier, comparing harder, and protecting gift budgets while cutting back elsewhere. The National Retail Federation (NRF) forecasts US holiday retail sales of $1.013 trillion in November and December 2026, up 4.2% from $972 billion in 2025. Deloitte's survey puts average household holiday spending at $1,654, up 4% from $1,595 in 2025. The tension in those numbers is the story: growth is forecast, yet consumer confidence fell to its lowest level since 2014 in September. A season that grows on paper can still feel tight in individual households. What the headline forecasts actually say The NRF forecast covers November 1 through December 31 and excludes automobile dealers, gasoline stations, and restaurants. NRF chief economist Mark Mathews said nearly half of the 4.2% growth should come from real consumer spending, with the rest driven by higher p...