PR Newswire·Nov 9, 2026, 8:00 AM ET

Shoppers Are Making Their Lists and Checking Their Favorite Retailers First

Synchrony released 2026 holiday findings showing 83% of consumers plan to shop primarily with retailers they know & trust.
66% of consumers intend to use earned retailer rewards this season, a 13-point increase from 2025.
55% of shoppers plan to support local retailers & small businesses, up 5 percentage points from last year.
28% of consumers are adopting a more selective approach regarding what & where they spend money.
75% of shoppers actively seek the best price, a 9-point rise year over year.
42% of consumers are looking for financing deals to split purchases into smaller payments, up 12 points from 2025.
40% of shoppers would apply for a store card offering a first-purchase discount, an 8-point increase from 2025.
The average expected holiday gift spend is $1,034 per consumer.
Gift cards (62%) & clothing/accessories (60%) are the top gift categories.
Big box retailers (61%) & online marketplaces (60%) lead the list of shopping destinations.
The survey data was collected from 1,092 U.S. consumers between October 1 & 6, 2026.