PR Newswire·Oct 12, 2026, 1:46 PM ET

Thrill of the Deal: For 87%, Getting a Great Deal Is More Satisfying Than Owning a Luxury Item

Burlington Stores released survey results showing Americans are redefining value & embracing deal hunting ahead of the 2026 holiday season.
Nearly 60% of shoppers expressed concern about exceeding budgets, yet 80% expect to spend the same amount or more than last year.
58% of respondents are excited by shopping on a smaller budget due to the challenge of finding the best deals.
87% of Americans find securing a great deal more satisfying than owning a luxury item.
69% of parents & 77% of Gen Z parents are particularly concerned about going over budget.
37% of shoppers plan to begin holiday purchases before Black Friday & Cyber Monday, with 86% starting before December 1.
In-person shopping is the leading strategy, with 70% of respondents citing the ability to try on items as a primary factor.
Burlington offers merchandise up to 60% off other retailers' prices on trending styles, name brands, & seasonal décor.
The survey was conducted by Wakefield Research among 2,000 U.S. adults between July 24th & August 5th, 2026.
Burlington operates 1,287 stores across 47 states, Washington D.C., & Puerto Rico as of the second quarter of Fiscal 2026.