A woman checking her phone while shopping during 2026 holiday shopping habits season

November 5, 2026

Biggest Changes in 2026 Holiday Shopping Habits | Simple Guide

Holiday shopping looks a bit different this year. People are spending more money, but they are also being more careful about where that money goes. Some are shopping online, some want to feel and touch things in a real shop again, and more people are letting AI tools help them pick gifts. This simple guide walks you through the biggest changes in 2026 holiday shopping habits, with quick answers you can skim in seconds.

Quick Answer: What’s New in 2026 Holiday Shopping?

Shoppers are starting earlier, but most big buying still happens around Thanksgiving weekend
Online shopping is still the top choice, but its share has dropped to its lowest point since 2015
More shoppers want to see and touch items in person before they buy
AI tools are now a normal part of gift shopping for many people
Total spending is set to grow by around 4.2%, reaching over $1 trillion
Gift cards remain the most wanted present, and more people are buying gifts for themselves too

1. People Are Starting to Shop Earlier

Quick answer: Many shoppers now begin looking for gifts before November, but most still buy the bulk of their gifts around Thanksgiving weekend.

Shoppers have been conditioned by retailers to expect early offers. Many shoppers are starting to look around as early as summer to find cheaper deals. However Thanksgiving weekend is still the busiest time. Around 64% of shoppers are likely to save up for most of their Christmas shopping until Thanksgiving weekend (this has increased from 51% just 5 years ago).

This can affect you as early shoppers will often find better prices and a wider choice of products. If you leave it till later you can take advantage of the great weekend offers but the best products may have already sold out.

2. Online Shopping Is Still Popular, But Less Than Before

Quick answer: Online shopping remains the top way to shop, but fewer people now plan to do all their shopping online.

Online shopping has been increasing over the years but has slowed down. Only 53% of shoppers are planning to shop online this season which is the lowest percentage since 2015. Shoppers say they want to make sure they can have a look at things before they buy, are being more mindful with their purchases and enjoy the experience of going into a store at Christmas.

However, online shopping still remains as the most popular option. It just means that more people are choosing to mix up how they are shopping.

3. In-Store Shopping Is Making a Comeback

Quick answer: Shoppers are returning to physical shops because they want to see products up close and enjoy the festive atmosphere.

A real shop offers something a screen cannot: you can hold the item, check the quality, and feel the Christmas mood with lights and music. About 38% of shoppers say they want to see and check items before buying, while 22% simply enjoy the in-store holiday feeling. This is a small but real shift back towards traditional shopping, after years of online growth.

4. AI Tools Are Becoming a Normal Shopping Helper

Quick answer: More shoppers are using AI chat tools to get gift ideas, compare prices, and make faster decisions.

One of the biggest changes to 2026 festive shopping habits has been the increase in people who regularly or occasionally use tools like ChatGPT, Claude or Gemini to help them find gift ideas. Some surveys suggest that up to 72% of shoppers are using AI tools, whilst others suggest around 2/5 shoppers are planning to use AI tools. However, what we can see is that people are using AI tools to help them with their shopping.

If you haven’t used one before, a good way to start is to ask your AI tool to help you find gift ideas. All you need to do is tell it the person’s age, interests and how much money you want to spend. This can help save you time searching through endless shop pages.

5. Spending Is Going Up, But Shoppers Are Still Careful

Quick answer: People plan to spend more money this year overall, but many are still watching their budget closely.

The total retail sales for November and December should increase by 4.2% compared to last year, making a grand total of over $1.013 trillion. Many people are however feeling the pressure as prices rise. Around 56% of holiday shoppers have said that how much they spend will depend on the economy.

Overall people are spending more but in a clever way, by comparing prices, looking out for deals and budgeting in advance.

6. Gift Cards and Self-Gifting Are Growing Trends

Quick answer: Gift cards are the most wanted present, and more shoppers are also buying gifts for themselves.

When it comes to what people actually want, 47% of holiday shoppers say they would like to receive gift cards, ahead of clothing at 44% and books or other media at 25%. At the same time, self-gifting is on the rise. Around 31% of shoppers say they plan to buy a holiday gift for themselves, including 42% of Gen Z and millennial shoppers.

This shows a simple shift in mindset: holiday shopping is no longer just about buying for others. More people see it as a time to treat themselves too.

Final Thoughts

Overall, there have been some major changes in how people will shop for their holidays in 2026. People want more control in how they shop. This means that they’ll want to shop early to get cheaper prices, shop online if it’s easy, go to physical stores if they want to take a proper look and use AI tools to make quick decisions. This will help you plan your shopping better if you’re buying gifts or even running a shop.