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More than half of holiday shoppers surveyed say the economy will affect their spending plans, according to the National Retail Federation’s annual survey by Prosper Insights & Analytics. Shoppers report plans to seek sales, compare prices and use coupons, while many expect to shop around Thanksgiving weekend for deals.
More than half of holiday shoppers say the economy will affect their spending plans this season, and many intend to respond by seeking sales and comparing prices, according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics. The findings point to affordability shaping both how consumers shop and when they make purchases.
Among respondents who said the economy would affect their holiday spending, 43% plan to shop for sales more often, 31% expect to compare prices online more often and 29% say they will use coupons more often. The survey does not specify how much these consumers plan to spend or how their intended spending compares with last year.
Shopping schedules reflect different approaches to managing budgets. Forty-three percent of holiday shoppers plan to begin browsing or buying before November, close to the 42% who said so last year. Among early shoppers, half say they start early to spread spending across more time, while 37% say prices and promotions are too good to pass up.
Many shoppers also expect to hold off on the bulk of their purchases: 64% say they are likely to wait until Thanksgiving weekend to do most of their shopping, compared with 63% last year. Online shopping is the most frequently planned destination, cited by 53%; grocery stores and discount stores each drew 43%, and department stores 42%.
How Budgets Shape Shopping Plans
The results suggest that retailers may face shoppers who remain interested in holiday traditions but are paying close attention to prices. More frequent deal seeking and comparison shopping could make promotions and clear price information important to consumers’ decisions, although the survey does not measure how retailers will perform or which offers shoppers will choose.
Timing matters too. Some shoppers plan to spread purchases across the weeks before November, while others intend to wait for Thanksgiving weekend promotions. That mix gives retailers a longer period in which to attract customers, but it also means a substantial share of shoppers may concentrate major purchases around a familiar sales period.
For households, the findings describe intended strategies rather than a guaranteed outcome. Planning to look for deals does not establish how much a person will save, and the survey does not report actual holiday spending. Its figures show that respondents expect the economy to influence their choices, not that every shopper will change plans in the same way.
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Early Starts and Thanksgiving Deals
Nearly all U.S. adults surveyed—91%—said they planned to celebrate winter holidays, including Christmas, Hanukkah or Kwanzaa. The report says the share is consistent with recent years, though it does not provide a full year-by-year comparison in the supplied material.
Early browsing does not necessarily mean early completion. The survey indicates that consumers may start looking before November to distribute costs, then wait to make many purchases during later promotions. Among those who plan to start in November or December, 46% cite better prices and promotions during those months as their reason for waiting.
NRF Vice President of Industry and Consumer Insights Allison Zeller said shoppers are balancing value with holiday traditions and that retailers are responding with products, promotions and shopping experiences intended to offer value. Prosper Executive Vice President of Strategy Phil Rist said consumers are choosing their shopping schedules according to what works for them, with many still planning to use Thanksgiving weekend deals.
“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
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What the Survey Does Not Show
The supplied report does not state the survey’s field dates, sample size, margin of error or detailed methodology. It also does not give respondents’ expected spending totals, establish whether inflation or another specific economic concern is driving their answers, or show how intended plans will translate into purchases.
The figures are self-reported intentions, not records of completed shopping. It remains unclear whether consumers will follow through on plans to seek sales, compare prices or wait for Thanksgiving weekend, and whether retailers’ promotions will change those choices.
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Spending Patterns to Watch
The next practical test will be whether shoppers’ stated plans appear in actual purchasing patterns as the season progresses. Retail sales data and subsequent consumer surveys may help show whether shoppers start earlier, concentrate purchases around Thanksgiving weekend or shift toward lower-priced destinations.
For now, the NRF survey offers a snapshot of expectations: respondents say economic conditions will affect holiday budgets, but the report does not forecast total seasonal spending or identify how much prices and promotions will alter final purchases.
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Key Questions
How many holiday shoppers say the economy will affect their plans?
Fifty-six percent say the state of the economy will affect their holiday spending plans, according to the NRF survey conducted by Prosper Insights & Analytics.
What money-saving strategies do respondents plan to use?
Among shoppers who say the economy will affect their plans, 43% expect to shop for sales more often, 31% plan to compare prices online more often and 29% say they will use coupons more often.
When do shoppers expect to do most of their holiday shopping?
Nearly two-thirds, or 64%, say they are likely to wait until Thanksgiving weekend to do most of their shopping. The figure was 63% last year.
Where do consumers plan to shop?
Online is the most frequently named destination, at 53%. Grocery stores and discount stores each are cited by 43% of shoppers, while 42% plan to shop at department stores.
Does the survey show how much shoppers will spend?
No. The findings describe shoppers’ stated plans and intended strategies. The supplied report does not provide expected spending totals or confirm what consumers will ultimately buy.
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