2026 holiday insights
For many, holiday preparations have already started. Some are using AI to plan and shop for the holidays, others are prioritizing small businesses when purchasing gifts, and others, including Millennial parents, simply want to shop as quickly and efficiently as possible.
These survey reports cover a broad range of holiday-related insights. From how consumers are shopping to the value of a real Christmas tree to how they are preparing to spend time with family and friends, and the potential toll of too much togetherness.
Shoppers want to support local businesses
Most U.S. consumers (77%) would complete all their holiday shopping at small businesses if they could, finds AT&T Business. Small businesses have a competitive edge with nearly three-quarters of adults (73%) finding better, more unique holiday gifts there. Furthermore, most consumers (77%) would choose small businesses over large retailers when prices are equal. In-person shopping is also a powerful source of inspiration as 72% say they get gift ideas from shopping in person compared to just 28% who turn to social media.
Sixty-seven percent of people say they shop at small businesses to support their local economy, an 8% year-over-year increase from 2024 (59%). Most people (65%) are more likely to call a small business when they have questions, compared to 35% who say they are more likely to call a large retailer. Most U.S. shoppers (58%) are more likely to use traditional online search methods compared to only 9% of Americans who say they are more likely to use AI to find holiday gifts.
The poll was conducted for AT&T by Morning Consult between November 5-7, 2025, with a sample of 2,002 adults. Read more.
Visitors and hosts equally frustrated
Many go home for the holidays, but too much togetherness takes a toll. Hilton found that more than half (53%) of those who stay with relatives during the holidays make excuses to shorten their stay. Fifteen percent of Americans plan to stay overnight with family over the holidays. Thirty-six percent say they sleep somewhere other than a bed, from couches to air mattresses to the floor when staying with relatives and 32% report getting worse sleep than usual when staying with family.
Imposed bedtimes (44%), matching outfits (43%) and mandatory group activities (39%) are the top holiday frustrations when visiting family and 38% say they need time alone within just 24 hours of arriving. From the other perspective, of those who have loved ones staying over, 63% say they are exhausted and almost half (46%) say they would enjoy the season more if guests stayed somewhere else.
Hilton, in partnership with Morning Consult, surveyed 2,201 adults on November 4-5. Read more.
A real Christmas tree is more than decor
Eighty-five percent of respondents indicate that real Christmas trees bring joy to everyone who sees and smells them. It's an opportunity to have an experience with loved ones. In fact, respondents ranked "making memories with my family" as the second most appealing reason to have a real Christmas tree, right after scent. In fact, the scent of a real Christmas tree tops the list as a reason to choose the real thing this year. Unified by the season-defining scent of Christmas trees, the majority of survey respondents indicate the scent of a real Christmas tree makes their home feel festive (89%), enhances their holiday experience (85%) and is relaxing (84%).
TRUE Global Intelligence fielded a survey of 1,500 American adults 21-54. From August 19-September 2. Read more.
Millennial parents feel joy, nostalgia and stress
Millennial parents are grappling with a mix of emotions and challenges this holiday season. With childhood a recent memory for these young parents, 73% agree that holiday shopping evokes joy and nostalgia. Yet, a similar portion of these parents indicate that stressors like finding the right gift (72%), long checkout lines in stores (72%) and managing budgets (75%) put a damper on holiday shopping.
Eighty-seven percent say the best shopping experiences are the ones where they can pay and leave quickly. Eighty percent wish retailers offered more time-saving perks like technology to skip lines and modern payment options and over half (52%) struggle to find the time to shop online for gifts. Rising prices are also shaping how Millennial parents approach holiday gifting. Sixty-four percent are thrifting or DIYing gifts and 44% have taken on a second job or extra work in 2025 just to afford them. Those same financial pressures are changing how they like to pay, with 68% of Millennial parents hoping small, local businesses will offer the same modern payment experiences as big-box retailers, including buy now, pay later.
NMI’s poll was conducted in November 2025 with 1,000 U.S. Millennial parents aged 28-44. Read more.
Indulging in homemade treats
Ferrero revealed how consumers intend to indulge more this holiday season, prioritizing chocolate over other treats as they savor the joy of holiday baking, gifting and creating festive experiences. Seventy-five percent of adults say unwrapping presents and receiving homemade cookies or sweet treats (74%) are the two most enjoyable ways to celebrate the holidays. While they enjoy receiving homemade treats, 48% don't always reveal when they are serving store-bought baked treats, leaving others to think they were home-made. Sixty-four percent allow themselves more treats during the holiday season and 57% bake extra holiday treats so they can have leftovers after the celebrations.
This survey was conducted on behalf of Ferrero by Golin in partnership with Dynata among 2,002 adults on November 12-20. Read more.
Secure, but taking precautions
While more than half (55%) of Americans say they feel secure in their personal finances, many are tightening their belts and their holiday spending in anticipation of tougher times ahead. Nationwide found that 42% of consumers plan to spend less this holiday season compared to last year. Among those cutting back, nearly half (49%) are buying fewer gifts, over a third (38%) are opting for cheaper gifts and 20% say they won't buy gifts at all.
This spending slowdown isn't limited to the holidays. Since the start of 2025, consumers say they're making fewer impulse purchases (47%), buying fewer luxury items (41%) and buying more used or secondhand goods rather than new (32%). That caution is spilling into bigger financial decisions. Almost half (48%) delayed or canceled a vacation and 46% delayed or decided not to purchase a car. A significant portion of Americans also put off major life milestones, such as having a baby (21%), postponing a wedding (19%) and retiring (17%).
Nationwide commissioned Edelman Data & Intelligence to conduct a survey of 2,000 U.S. consumer adults from September 5-25. Read more.
AI usage during the holiday season
From budgeting to planning, AI is playing a role in how consumers shop for the holidays. Sixty-three percent of consumers are open to AI working as their holiday elf and making their holiday shopping process jollier. When it comes to what they need the most assistance with, consumers say they are most interested in using AI to find the best prices (40%) and spot deals or sales (38%).
Gen Z leads the way in AI usage, with 18% saying they’ve used it to help plan or shop for the holidays, nearly double the rate of the general population (10%). Among those who’ve used AI tools for the holidays, 86% say it makes holiday shopping easier and 76% say it makes it more enjoyable.