Consumers Prioritized Holiday Spending in September 2026

A survey revealed that shoppers planned to fund holiday gifts despite rising inflation and financial pressure.

Updated on Sept. 28, 2026 in Spending

Bold vector editorial illustration showing wrapped gift boxes and a shopping bag, representing consumer spending habits during the winter holiday season. — A September 2026 consumer survey indicates that nearly half of Americans plan to prioritize holiday gift spending despite ongoing budget constraints caused by inflation. AI Illustration. Upload story photo >

Live Poll

Do you plan to reduce your essential spending this year to afford holiday gifts?

A September 2026 consumer survey found that nearly half of Americans intended to prioritize holiday gift spending despite significant budget constraints. Consumers reported plans to utilize secondary jobs and deferred payment options to manage costs.

Why it matters

Record-high gasoline prices and food inflation are actively squeezing household budgets, forcing many to choose between essential goods and holiday traditions. This tension highlights the growing financial strain on shoppers heading into the winter months.

A survey of U.S. consumers showed that 16% of respondents planned to sacrifice everyday essentials to afford gifts, while 20% intended to secure a second job to cover holiday expenses.

The details

Shoppers are increasingly relying on buy now, pay later options and credit to bridge the gap between their financial reality and holiday spending goals. Additionally, 29% of consumers are already planning for January returns as a specific strategy to recover funds for necessities.

September 2026: The consumer survey was conducted to assess holiday spending intentions.
Fall 2026: The start of the holiday shopping season began amid reports of financial strain.
November 2026: Key shopping events like Black Friday and Cyber Monday represent major spending windows.
January 2027: A significant portion of consumers anticipate making product returns to save money.

Market Dynamics

This shift in consumer behavior follows a pattern set by the 2026 inflationary pressure on food and gasoline prices. These trends reflect broader cycles where household consumption fluctuates based on the cost of basic commodities.

Retail investors should monitor how shifts in consumer debt and deferred payment usage may impact the quarterly performance of major credit and retail lenders. Reduced store traffic, with 34% of shoppers avoiding crowds, signals a potential structural change for traditional brick-and-mortar storefronts.

The takeaway

Consumers are using creative financial measures, such as second jobs and post-holiday returns, to maintain traditional spending levels despite cost of living increases. Shoppers should carefully evaluate the long-term impact of using high-interest credit and deferred payments to fund seasonal gift giving.