Shoppers Want Value This Holiday Season

High Point, NC, October 13, 2026—”Not even economy woes can make holiday shoppers skip the festive season entirely; they’re just getting pickier about where their money goes,” reports Furniture Today. “That’s the big takeaway from Circana’s 2026 U.S. Holiday Purchase Intentions Study, which finds consumers balancing budget pressures with a strong desire to celebrate. Shoppers are still focused on value, but they also want gifts and experiences that feel personal, bring people together and make a lasting impact.

“The survey of 3,534 U.S. consumers found shoppers expect to spend an average of $779 this holiday season, down slightly from $796 last year. Money is tight for many, but people aren’t giving up on the holidays: More than one in five plan to spend more than $1,000.

“With that mix of pressure and resilience, Circana expects fourth-quarter holiday spending to land somewhere between a 1% decline and a 2.5% increase compared with 2025.”