Report
Holiday Shopper Trends 2026
Winning the moments that matter most
From toys to tech, discover what will drive holiday spending this season
The holiday season is no longer defined by a single shopping day or channel.
Today’s consumers are planning earlier, shopping across online and in-store touchpoints, embracing AI-powered discovery, and blending gift-giving with personal indulgence.
From self-gifting Gen Z shoppers to value-focused families and tech-savvy consumers, understanding these evolving behaviors is critical to capturing holiday demand.
Holiday Shopper Insights at a Glance
NielsenIQ’s latest Holiday Shopper Insights uncover how consumers are planning, researching, and purchasing this holiday season across the United States.
Shoppers are planning earlier than ever
More than 80% of shoppers expect to make holiday purchases within the two months leading up to the season.
Tech gifts remain a holiday powerhouse
Headphones, laptops and smartphones are the most planned technology gifts this season.
Toys & Games deliver family-centered growth
Building kits, video games, puzzles and board games are the most planned toy gifts this season.
Win the Holiday Gift Shopper
Gain the insights you need to reach shoppers earlier, influence purchase decisions more effectively, and win across every stage of the holiday journey.
Get the Holiday 2026 Shopper Guide
