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The National Retail Federation’s annual survey found that 56% of holiday shoppers expect the economy to affect their spending plans. Many plan to seek sales, compare prices and use coupons. The survey also found that 43% plan to browse or buy before November, while 64% say they are likely to wait until Thanksgiving weekend to do most of their shopping.
More than half of U.S. holiday shoppers say the economy will affect their spending plans this season, according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics. The results point to shoppers looking for ways to manage budgets, including seeking sales, comparing prices online and using coupons.
Among shoppers who expect the economy to influence their plans, 43% say they will shop for sales more often, 31% plan to compare prices online more often and 29% expect to use coupons more often. The survey says shoppers are using these and other strategies to make holiday spending more affordable.
Shopping schedules vary. Forty-three percent plan to browse or buy before November, close to the 42% who said so last year. Of those starting early, half say they want to spread their holiday budgets across more time, while 37% say attractive prices and promotions are a reason to begin early.
Waiting for deals is also part of the plan. Among those who will start in November or December, 46% say they expect to find the best prices and promotions then. Nearly two-thirds of consumers, 64%, say they are likely to wait until Thanksgiving weekend to do most of their shopping, compared with 63% last year.
How Budgets Shape Shopping Plans
The findings suggest that price and timing are central to many shoppers’ holiday decisions. Consumers may begin browsing early to spread costs or watch for bargains, yet still hold off on larger purchases until seasonal promotions arrive. That pattern gives retailers a long period in which to compete for shoppers, rather than concentrating all demand in one part of the season.
For consumers, the survey points to several approaches for managing holiday costs: compare prices, use coupons, watch for sales and choose when to buy based on household budgets. It does not show how much shoppers plan to spend or whether the economy will change their total spending, so the findings should be read as reported intentions rather than final purchase behavior.
Retailers are responding with products, promotions and shopping experiences intended to offer value, according to NRF vice president of industry and consumer insights Allison Zeller. The survey does not measure which offers shoppers will consider worthwhile or how promotions will affect retailers’ results.
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Early Browsing Meets Thanksgiving Deals
Holiday shopping is not limited to one type of store. Online shopping leads the destinations listed, with 53% saying they plan to shop online. Grocery stores and discount stores each drew 43%, while 42% plan to shop at department stores. These figures show that consumers expect to use a mix of channels and retailers.
Nearly all U.S. adults—91%—plan to celebrate winter holidays, including Christmas, Hanukkah or Kwanzaa, according to the survey. The share planning to start browsing or buying before November is similar to last year’s result, as is the share likely to wait until Thanksgiving weekend to do most of their shopping. The survey therefore describes both early planning and late-season deal seeking as parts of shoppers’ plans.
Prosper Insights & Analytics conducted the survey for the NRF. The report supplied here does not include the survey’s sample size, field dates or margin of error, which limits how precisely the results can be interpreted.
“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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Intentions Are Not Final Spending
The results report what consumers say they plan to do, not what they ultimately buy or spend. The information provided does not state the survey’s sample size, dates, margin of error or how respondents were selected. It also does not provide an estimate of total holiday spending or a measure of how much economic concerns may change purchases.
It remains unclear whether shoppers will follow through on plans to wait for Thanksgiving promotions, and how retailers’ actual pricing and discounts will affect their decisions. The reported percentages describe survey responses, not confirmed sales trends.
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Holiday Sales Will Test Plans
As the season progresses, actual shopping and sales data will show whether consumers follow the survey’s stated plans to seek bargains and delay some purchases until Thanksgiving weekend. Retailers’ promotions and the prices shoppers encounter will also shape whether early browsing turns into earlier buying.
The survey offers a snapshot of consumer intentions, not a forecast of final spending. Further information about the survey’s methods or later retail activity would help clarify how broadly these plans translate into purchases.
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Key Questions
How many shoppers say the economy will affect their holiday spending?
Fifty-six percent say the state of the economy will affect their holiday spending plans, according to the NRF survey conducted by Prosper Insights & Analytics.
What cost-saving steps do shoppers plan to take?
Among shoppers who expect the economy to affect their plans, 43% plan to shop for sales more often, 31% to compare prices online more often and 29% to use coupons more often.
When do consumers plan to shop?
Forty-three percent plan to browse or buy before November. Separately, 64% say they are likely to wait until Thanksgiving weekend to do most of their shopping.
Where do shoppers plan to shop?
Online is the leading destination, at 53%. Grocery stores and discount stores each account for 43%, and 42% plan to shop at department stores.
Do the survey figures show how much consumers will spend?
No. The figures describe reported plans and shopping preferences. The source material does not give a total spending estimate or show whether shoppers’ final purchases will match those intentions.
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