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A National Retail Federation survey conducted by Prosper Insights & Analytics found that 56% of holiday shoppers say the economy will affect their spending plans. Many expect to shop sales, compare prices and use coupons, while shopping is split between early starts and waiting for major seasonal promotions.
More than half of holiday shoppers say the state of the economy will affect their spending plans this holiday season, according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics. Among those shoppers, 43% plan to seek sales more often, 31% expect to comparison shop online more often and 29% plan to use coupons more often, pointing to a focus on managing costs while buying gifts and other seasonal items.
The survey found that 91% of U.S. adults plan to celebrate winter holidays, including Christmas, Hanukkah or Kwanzaa. Shopping timelines vary: 43% of holiday shoppers plan to start browsing or buying before November, close to the 42% reported last year.
Among shoppers who plan to begin before November, half say they want to spread out their budgets. Another 37% say prices and promotions are too good to pass up. Those waiting until November or December also cite deals: 46% of that group say they expect to find the best prices and promotions then.
Many shoppers expect to do most of their buying later, even if they start browsing early. Nearly two-thirds, 64%, say they are likely to wait until Thanksgiving weekend to complete most of their shopping, compared with 63% last year. Online is the most commonly planned shopping destination, named by 53% of consumers; grocery stores and discount stores each drew 43%, while 42% cited department stores.
How Budgets Shape Shopping Choices
The findings suggest retailers will be competing for shoppers who are paying close attention to price and timing. Consumers may spread purchases across several weeks, compare offers across websites and stores, or delay larger shopping trips until seasonal promotions arrive. These are stated intentions in a survey, not a forecast of how much consumers will ultimately spend or which retailers will benefit.
For households, the figures show that affordability is influencing both when people shop and how they look for value. Some shoppers plan to start early to distribute costs; others expect to wait for deals. The mix may make promotions relevant throughout the season rather than only during a single shopping period.
NRF Vice President of Industry and Consumer Insights Allison Zeller said shoppers are balancing value with maintaining holiday traditions. She said retailers are responding with products, promotions and shopping experiences intended to help customers find value. The survey does not quantify the effect of those retailer efforts on household budgets or sales.
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Early Browsing, Later Purchases
The survey describes a pattern in which browsing and buying do not necessarily happen at the same time. The 43% planning to start before November is close to last year’s 42%, while the share likely to wait until Thanksgiving weekend to do most of their shopping is also similar to the previous year, at 64% versus 63%.
That distinction helps explain why early shopping and holiday-weekend promotions can both matter. Some consumers begin looking for products well before the peak season but reserve many purchases for later discounts. Prosper Executive Vice President of Strategy Phil Rist said shoppers are choosing timing based on what works for them, with many still planning to use Thanksgiving weekend deals.
The survey covers plans for winter holiday celebrations and shopping destinations, rather than confirmed transactions. Its results offer a snapshot of consumer intentions; they do not establish final spending, changes in prices, or how shopping behavior will compare across all retailers.
“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 Are Not Final Spending
The survey reports intended behavior, not purchases already made. It does not specify in the supplied findings when fieldwork took place, the sample size, the margin of error or the precise wording and method behind each question. Those details limit how closely readers can compare small changes from last year.
It is also unclear how much consumers expect to spend, whether they will change their plans as prices or household finances shift, and which categories may see the strongest demand. The figures do not show whether shoppers’ plans to seek discounts will lead them to spend less overall or simply change where and when they buy.
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Seasonal Sales Will Test Plans
As the holiday season progresses, retailers will put promotions and product availability in front of shoppers who say price matters to their plans. Thanksgiving weekend is a key period to watch: 64% of consumers say they are likely to wait until then to do most of their shopping.
Actual spending and retailer results will become clearer as purchases take place and companies report seasonal sales. Until then, the survey shows stated intentions: many consumers plan to seek value, but they are not following a single shopping timetable.
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Key Questions
How many holiday shoppers say the economy will affect their spending?
56% say the state of the economy will affect their holiday spending plans, according to the NRF survey conducted by Prosper Insights & Analytics.
What are shoppers planning to do to make the season more affordable?
Among shoppers whose plans will be affected by the economy, 43% plan to shop sales more often, 31% to comparison shop online more often and 29% to use coupons more often.
When do consumers plan to begin holiday shopping?
43% plan to start browsing or buying before November. Others say they will wait until November or December, when they expect to find better prices and promotions.
Do shoppers expect to wait for Thanksgiving weekend?
Yes. 64% say they are likely to wait until Thanksgiving weekend to do most of their shopping, compared with 63% last year.
Where do consumers plan to shop?
Online is the most commonly planned destination, cited by 53% of consumers. Grocery stores and discount stores were each cited by 43%, and department stores by 42%.
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