Holiday Shopping Behavior: US Consumers Becoming More Deliberate
Source:Holiday Party /
Time:2026-09-06
According to InMarket and Kantar research, US consumers are becoming more strategic about their holiday shopping, with behavior shifting earlier in the season .
Key Consumer Behaviors:
66% will have started holiday shopping by October
58% plan to chase sales and coupons harder this year
46% plan to start shopping earlier
49.1% of Gen Z consumers will use AI to chase deals
Category Timing Differences:
Apparel and department stores see their biggest week around Black Friday
Big box and discount retailers peak in the week before Christmas
