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A National Retail Federation survey conducted by Prosper Insights & Analytics found that 56% of holiday shoppers say the economy will affect their spending plans. Shoppers report plans to seek sales, compare prices and use coupons, while many expect to make most purchases during Thanksgiving weekend.
More than half of U.S. holiday shoppers say the state of the economy will affect their spending plans this season, according to the National Retail Federation’s annual survey conducted by Prosper Insights & Analytics. The results point to consumers putting affordability and deal hunting near the center of their holiday shopping decisions, with many planning to seek sales, compare prices or use coupons more often.
Among respondents who said the economy would affect their plans, 43% expect to shop for sales more often, 31% plan to compare prices online more often and 29% intend to use coupons more often. Those figures describe planned responses among that group, rather than all holiday shoppers. The survey report does not provide the full questionnaire or additional demographic detail.
Shopping schedules also reflect budget concerns. Forty-three percent plan to start browsing or buying before November, close to the 42% recorded last year. Among early starters, half said they shop early to spread spending across a longer period, while 37% said attractive prices and promotions prompt them to begin sooner.
At the other end of the calendar, 46% of people planning to wait until November said they do so because they expect better prices or promotions then. Nearly two-thirds of consumers (64%) say they are likely to wait until Thanksgiving weekend to complete most of their shopping, about the same as the 63% reported last year. Online shopping remains the leading destination, cited by 53%; grocery stores and discount stores each drew 43%, and department stores 42%.
Budgets Shape Shopping Plans
The findings suggest retailers may face shoppers who are willing to buy holiday goods but are paying close attention to price, timing and promotions. Consumers’ stated plans to compare prices and look for discounts could affect when they purchase and which stores or channels they choose. The survey does not establish how much people will spend or whether their plans will translate into actual purchases.
For households, spreading purchases over several months or waiting for sale periods can be ways to manage costs. But the findings also show that shopping does not follow one timetable: some begin early to distribute expenses, while others hold off in hopes of finding deals. Retailers are therefore competing for attention across the season, not just during a single promotional weekend.
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A Familiar Mix of Early and Late Shopping
The survey describes continued interest in seasonal celebrations alongside heightened attention to affordability. Ninety-one percent of U.S. adults said they plan 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 longer year-by-year series in the supplied material.
The timing figures also show that early browsing and later purchasing can coexist. Some consumers start before November to spread out spending, yet many still expect to make most purchases over Thanksgiving weekend. Last year, 42% said they would begin before November and 63% said they were likely to do most shopping over Thanksgiving weekend; this year’s reported figures are 43% and 64%, respectively.
NRF Vice President of Industry and Consumer Insights Allison Zeller said shoppers are balancing value with holiday traditions. Prosper Executive Vice President of Strategy Phil Rist said consumers are choosing when to shop based on what suits them, with many still looking to Thanksgiving weekend promotions.
“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
Plans Are Not Final Spending
The survey reports consumers’ stated intentions, not verified purchases or final holiday spending. It is not clear from the supplied report how much shoppers expect to spend, how their spending compares with inflation or the previous season, or whether the planned sales searches and delayed purchases will change retailers’ results.
The source material also does not give the survey’s field dates, sample size, margin of error or detailed methodology. The figures should be read as survey responses, not as a forecast of total retail sales. It is also unclear how plans vary by income, age, region or the specific holiday a respondent celebrates.
Retailers Face a Long Deal Season
The reported pattern points to promotional competition extending across the holiday calendar: early offers may appeal to shoppers trying to spread costs, while Thanksgiving weekend remains a major planned shopping period. Consumers’ actual spending and retailer sales will become clearer as the season progresses, but the survey alone does not predict which offers or shopping channels will perform best.
Further details about the survey, including its timing and methodology, would help readers judge how broadly the results apply. For now, the clearest confirmed takeaway is that respondents expect the economy to influence their plans and many intend to use price-focused strategies.
Key Questions
How many holiday shoppers say the economy will affect their plans?
Fifty-six percent said the state of the economy would affect their holiday spending plans, according to the NRF survey conducted by Prosper Insights & Analytics.
What money-saving steps do shoppers plan to take?
Among those whose plans will be affected by the economy, 43% plan to look for sales more often, 31% to compare prices online more often and 29% to use coupons more often.
When do consumers expect to do most of their holiday shopping?
Sixty-four percent say they are likely to wait until Thanksgiving weekend to do most of their shopping. The survey also found that 43% plan to begin browsing or buying before November.
Where do shoppers plan to shop?
Online is the leading destination, cited by 53% of respondents. Grocery stores and discount stores each were cited by 43%, while 42% named department stores.
Does the survey show how much consumers will spend?
No. The supplied report summarizes shopping intentions and strategies, but it does not state how much consumers expect to spend or confirm their eventual purchases.
Source: rss
