Consumer Behavior

Average holiday shopper spend will increase 4% this season

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October 21, 2026

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The average household spend this holiday season is expected to increase to $1,654, up 4% over 2025, with gains coming from Gen Z and millennial shoppers.

That's a top finding of a Deloitte study that also revealed shoppers are balancing budgets and smart spending this holiday season.

Surveyed consumers expect spending on retail goods to be up 10% year over year ($988), while planned spending on holiday activities is down 4% year over year ($666), according to a press release on the study's findings.

Half of shoppers plan to gift an experience this year, up from 47% in 2025 and 39% in 2024, yet 79% of shoppers planning to gift an experience also want to pair it with a physical item.

Fifty percent of holiday shoppers plan to gift an experience, such as to a restaurant (in-person meal or gift card; 37%) or tickets to an event (19%), but 79% of shoppers planning to gift an experience also want to pair it with a physical item.

"For the first time in our annual survey, Gen Z and millennials are expected to account for 50% of holiday spending, presenting a meaningful opportunity for retailers. Their preferences — including wish lists, faster delivery and personalized gifts — can help retailers make the shopping experience more relevant and convenient. Retailers that respond effectively may be better positioned to earn these shoppers' spending this holiday season," Natalie Martini, vice chair and U.S. retail and consumer products sector leader, Deloitte, said in the release.