Higher prices are affecting how Americans plan to spend during the 2026 holiday season, according to a new survey from Omnisend.
The survey found 78 percent of U.S. consumers say rising prices are affecting their holiday spending plans, while 38 percent expect to spend less this season than they did last year.
Gifts remain the most common expected holiday expense, with 61 percent of U.S. respondents saying they plan to spend money on them. Holiday groceries and hosting were cited by 37.6 percent, followed by gift cards at 37.5 percent.
Nearly 24 percent of respondents said they expect to spend on home decorations, while 18.5 percent plan to spend on holiday travel.
Grocery prices are also affecting holiday hosting plans.
Just over half of U.S. respondents — 50.4 percent — cited rising grocery prices as a source of stress related to holiday groceries or hosting.
About 22 percent cited the cost of hosting a full meal, while 20.8 percent pointed to buying for more people than usual. Nearly 20 percent said they feel pressure to “do it right.”
Walmart is expected to be the most popular destination for holiday grocery shopping, with 37 percent of U.S. respondents saying they plan to shop there.
Consumers also reported several strategies for managing holiday costs.
About 35.2 percent said they plan to use discount codes or coupons, while 27.3 percent expect to set a strict total budget in advance. Another 23 percent said they plan to wait for sales before making purchases.
About 19 percent said they plan to buy fewer items overall, while 16.4 percent expect to purchase lower-cost alternatives.
Holiday spending plans vary by household.
The most common expected spending range among U.S. respondents is less than $200, cited by about 18 percent. Other respondents said they expect to spend between $200 and $499 or between $500 and $999.
Omnisend also found 44 percent of U.S. respondents expect to carry additional debt from holiday spending.
The largest group expecting debt, 12 percent, said they anticipate owing between $100 and $249. Among respondents who expect to carry holiday debt, Omnisend estimated the average at $408 per person.
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