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The National Retail Federation’s annual survey found that 56% of holiday shoppers say the economy will affect their holiday spending plans. Many plan to look for sales, compare prices or use coupons, while 64% say they are likely to wait until Thanksgiving weekend to do most of their shopping.
Affordability is shaping holiday shopping plans, with 56% of U.S. holiday shoppers saying the state of the economy will affect their spending this year, according to the National Retail Federation’s annual consumer survey, conducted by Prosper Insights & Analytics. Among those shoppers, many plan to seek sales, compare prices online and use coupons as they manage seasonal expenses.
Among shoppers whose plans will be affected by the economy, 43% say they will shop for sales more often, 31% plan to comparison shop online more often and 29% expect to use coupons more often. The figures indicate that shoppers are considering several ways to find lower prices, rather than relying on a single approach.
The survey also points to different shopping schedules. Forty-three percent plan to start browsing or buying before November, close to the 42% who said so last year. Half of those early shoppers say they start early to spread out their budgets, while 37% cite prices and promotions they do not want to miss.
Later-season deals remain part of the plan for many consumers. Nearly two-thirds, or 64%, say they are likely to wait until Thanksgiving weekend to do most of their shopping, compared with 63% last year. The survey says 46% of shoppers who plan to start in November or December choose that timing because they expect to find the best prices and promotions then.
How Shoppers Plan to Stretch Budgets
The findings suggest that price and timing are central to holiday purchasing decisions this season. Retailers may need to compete for customers through promotions and value-focused offers, while shoppers spread purchases across several weeks or wait for major sale periods. The survey does not measure actual spending or establish how much consumers will reduce their budgets, so it describes intentions rather than final holiday sales outcomes.
For households, the results show how economic concerns are influencing practical choices: shoppers may look for deals more often, compare prices across online sellers or use coupons. Those approaches can affect when and where people buy gifts, groceries and other seasonal items. The survey also reports that 91% of U.S. adults plan to celebrate winter holidays, including Christmas, Hanukkah or Kwanzaa, indicating that budget-conscious shopping is occurring alongside plans to maintain seasonal celebrations.
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Early Browsing Meets Thanksgiving Deals
The survey describes a split between beginning the search early and making most purchases later. Early browsing can help shoppers distribute costs over time, according to respondents’ stated reasons, while the Thanksgiving weekend remains a target for people expecting promotions. The reported share likely to do most shopping over that weekend is one percentage point higher than last year, a comparison included in the source.
Shopping destinations span online and physical stores. Online is the leading planned destination, with 53% saying they expect to shop there. Grocery stores and discount stores each drew 43%, while department stores were named by 42%. These figures describe plans and do not indicate how much consumers will spend at each type of retailer.
“With affordability top of mind, holiday shoppers are taking a thoughtful approach to spending, balancing value with preserving traditions that make the holiday season special.”
— Allison Zeller, NRF vice president of industry and consumer insights
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Plans Do Not Settle Final Spending
The survey reports what consumers say they intend to do; it does not confirm their eventual spending, the size of their holiday budgets or whether planned deal-seeking will lead to lower total costs. The source material also does not provide the survey’s field dates, sample size, margin of error or detailed methodology, limiting how precisely readers can evaluate the results. It remains unclear how shoppers’ plans will translate into retailer sales as the season progresses.
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Retailers Face a Deal-Focused Season
As the shopping season unfolds, retailers will compete for customers who say they are paying close attention to value. The survey points to several moments when shoppers may be active: early browsing before November, purchases throughout November and December, and the Thanksgiving weekend, when many expect to do most of their shopping. The findings do not specify what promotions retailers will offer or how prices will change.
The next useful measure will be actual consumer behavior, including sales and spending figures as they become available. Those results can show whether stated plans to seek deals and spread out purchases are reflected in holiday transactions. Until then, the survey offers a snapshot of consumer intentions, not a forecast of final retail performance.
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Key Questions
How many shoppers say the economy will affect their holiday spending?
Fifty-six percent of holiday shoppers say the state of the economy will affect their spending plans, according to the NRF survey conducted by Prosper Insights & Analytics.
What are shoppers doing to keep holiday costs down?
Among those affected by the economy, 43% plan to shop for sales more often, 31% expect to comparison shop online more often and 29% say they will use coupons more often.
When do consumers plan to do most of their shopping?
Sixty-four percent say they are likely to wait until Thanksgiving weekend to do most of their shopping. At the same time, 43% plan to begin browsing or buying before November.
Where do shoppers expect to shop?
Online leads, with 53% planning to shop there. Grocery stores and discount stores each were named by 43%, and 42% said they expect to shop at department stores.
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