Holiday Shoppers Expect To Spend More -- But Value Still Wins

Holiday shopping for 2026 is starting earlier than ever as consumers spread purchases amid ongoing economic pressures. Even with higher expected budgets, the article argues the increase is driven more by inflation than by stronger purchasing power, with prices still elevated. Retailers are being pushed to prove value beyond discounts, as shoppers become more intentional and use AI tools to find deals and compare products. Accenture’s 2026 Holiday Shopping Survey says nearly one in five consumers began shopping before August, nearly double the 2025 share. The NRF reports 59% start at least two months before the school year ends. U.S. shoppers expect to spend an average of $737, up nearly 12% year over year, and 53% of those spending more cite “the cost of everything has gone up.”