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A National Retail Federation survey conducted by Prosper Insights & Analytics found that 56% of holiday shoppers expect the economy to affect their spending plans. Shoppers reported plans to seek sales, compare prices and use coupons, while many also expect to shop during Thanksgiving weekend for promotions.
More than half of U.S. holiday shoppers say the state of the economy will affect their spending plans this season, and many intend to look for lower prices more actively, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics. The findings point to affordability shaping when and where people shop, as consumers balance budgets with holiday traditions.
In the survey, 56% of holiday shoppers said the economy would affect their holiday spending plans. Among that group, 43% said they would shop for sales more often, 31% planned to compare prices online more often and 29% expected to use coupons more often. These are reported intentions, not measurements of how shoppers ultimately spent.
Holiday shopping is spread across the season. Forty-three percent of shoppers said they planned to begin browsing or buying before November, close to the 42% reported for the previous year. Among early starters, half said they wanted to spread spending across time, while 37% cited prices and promotions they considered too good to pass up.
Other shoppers also cited deals as a reason for their timing: 46% of those waiting until November said they planned to do so because that is when they find the best prices and promotions. Nearly two-thirds, or 64%, said they were likely to wait until Thanksgiving weekend to do most of their shopping, compared with 63% the previous year. Online shopping was the most commonly planned destination, at 53%; grocery stores and discount stores each drew 43%, and department stores 42%.
How Budgets Shape Holiday Shopping
The findings suggest that price and timing are central to shoppers’ plans, rather than one single start date defining the season. Consumers may browse early to distribute costs but still delay many purchases to seek later promotions. For retailers, that means shoppers’ attention to value could extend from pre-November browsing through Thanksgiving weekend.
The survey also gives consumers a snapshot of how others expect to respond to economic pressures: by comparing prices, seeking sales and using coupons. Those figures can help readers understand the reported mood of the season, but they do not establish how much shoppers will spend or whether their plans will change as the holidays approach.
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Early Browsing, Later Deal Hunting
The survey indicates that early shopping and waiting for major promotions can coexist. Among people planning to start before November, 50% cited spreading out their budgets; among those planning to wait until November, 46% said they expected better prices and promotions then. At the same time, 64% said they were likely to do most of their shopping over Thanksgiving weekend, roughly in line with the prior year’s 63%.
Holiday celebrations remain widespread in the survey: 91% of U.S. adults said they planned to celebrate winter holidays, including Christmas, Hanukkah or Kwanzaa. The report describes intended shopping behavior and destinations, not final sales results. Its supplied summary does not state the survey’s field dates, sample size or margin of error.
“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
Plans Are Not Final Spending
The results record what respondents say they plan to do; they do not show final spending, purchases or whether shoppers will follow through. The source material does not provide the survey’s field dates, sample size, margin of error or detailed methodology, limiting how precisely readers can assess the results.
It is also unclear from the supplied information how much shoppers expect to spend, whether their budgets have changed from last year, or which products they may cut back on. The survey identifies intended tactics and shopping timing, but does not quantify the effect of those choices on retailers’ holiday sales.
Shopping Plans Meet Seasonal Deals
As the season progresses, shoppers’ plans will be tested against the prices and promotions available, particularly around Thanksgiving weekend, when 64% said they were likely to do most of their shopping. Actual spending and sales results will provide a clearer picture than stated intentions of how affordability concerns affected the season.
The survey summary does not identify a later update date or set out a specific next milestone. Further details, including the underlying survey methodology and subsequent spending data, would help show whether consumers’ reported plans translate into changed shopping behavior.
Key Questions
How many holiday shoppers said the economy would affect their plans?
Fifty-six percent said the state of the economy would affect their holiday spending plans, according to the NRF survey conducted by Prosper Insights & Analytics.
What steps do shoppers plan to take to save money?
Among those affected by the economy, 43% said they would shop for sales more often, 31% planned to compare prices online more often and 29% expected to use coupons more often.
When do shoppers plan to do most of their holiday shopping?
Sixty-four percent said they were likely to wait until Thanksgiving weekend to do most of their shopping. The figure reflects stated plans, not completed purchases.
Where do consumers plan to shop?
Online was the most commonly planned destination, at 53%. Grocery stores and discount stores each were cited by 43%, while 42% planned to shop at department stores.
Does the survey show how much consumers will spend?
No. The supplied findings describe shoppers’ reported plans and preferences, but do not give a projected spending total or show final holiday purchases.
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