Consumer Behavior

Holiday shoppers starting earlier, budgets climb to $849

Adobe Stock

October 12, 2026

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Holiday shopping has started this year, and consumers are planning to spend more despite continued concerns about prices and the economy.

The data points, from research commissioned by Yahoo DSP, revealed 24% of U.S. consumers expected to begin holiday shopping in the summer, nearly double the 13% who said the same in 2025.

Early fall remains the most popular starting point, with 45% planning to begin their holiday shopping then, according to a press release on the findings.

The average planned holiday shopping budget is $849, up $61 from $788 in 2025, while 90% of consumers expect to spend the same or more than last year.

The findings are part of the Yahoo DSP 2026 Holiday Shopping Study, which examines how U.S. consumers are approaching the holiday season.

Consumer Behavior