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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 also expect to shop during Thanksgiving weekend promotions.
More than half of holiday shoppers say the state of the economy will affect their spending plans this year, according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics. Among those respondents, many plan to seek sales, compare prices online and use coupons, pointing to affordability as a central consideration during the holiday season.
Of the shoppers who said the economy would affect their plans, 43% expect to shop for sales more often, 31% plan to comparison-shop online more often and 29% expect to use coupons more often. The source does not provide the survey’s sample size, field dates or margin of error, so the figures should be read as reported survey findings rather than a complete measure of consumer spending.
Shopping schedules vary. Forty-three percent plan to begin browsing or buying before November, close to the 42% reported for the previous year. Among early starters, half say they want to spread out their holiday budgets, while 37% say prices and promotions are too good to pass up. Among people who plan to wait until November, 46% say they do so because they expect the best prices and promotions then.
Many shoppers also expect to make most of their purchases during a major promotional period: 64% say they are likely to wait until Thanksgiving weekend, compared with 63% the prior year. Online shopping is the most commonly planned destination, at 53%; grocery stores and discount stores each account for 43%, while 42% plan to shop at department stores.
How Budgets Shape Shopping Plans
The findings suggest that consumers are not relying on a single shopping timetable to manage costs. Some plan to start early to spread expenses across more weeks; others expect to wait for seasonal promotions. For retailers, that mix means price-conscious shopping may extend across the season rather than concentrate in one period.
For shoppers, planned deal-seeking can affect when and where they buy gifts and holiday supplies. The survey records intended behavior, however, and does not establish how much people will ultimately spend or whether promotions will change their budgets. Plans to look for value are not the same as confirmed reductions in holiday spending.
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Early Starts and Thanksgiving Deals
Nearly all U.S. adults surveyed—91%—said they planned to celebrate winter holidays, including Christmas, Hanukkah or Kwanzaa. The survey report describes this share as consistent with recent years. The supplied material does not break the result down by holiday or provide details about how responses differ among groups.
The timing figures show that starting early and waiting for major sales are not necessarily contradictory. A shopper can browse or make some purchases before November, then hold off on most spending until Thanksgiving weekend. Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist said respondents choose timing according to what works for them, with many still expecting to use Thanksgiving weekend deals. The year-over-year comparisons in the report are limited to the cited figures: 42% began before November last year, and 63% said they were likely to wait until Thanksgiving weekend.
“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
Survey Limits and Spending Outcomes
The supplied report does not identify the survey’s field dates, sample size, methodology or margin of error. It also does not state the total amount respondents expect to spend, how that compares with last year, or whether their stated plans will translate into purchases. The 56% figure refers to shoppers who say the economy will affect their plans; it does not show whether each person expects to spend less, spend differently or simply change where and when they shop.
The report also does not quantify how retailers’ promotions or prices may change during the season. The figures describe consumer intentions, not final sales results or verified changes in household budgets.
Spending Data After the Season
As the season progresses, actual shopping behavior and retailer sales data will show whether planned deal-seeking and Thanksgiving weekend shopping lead to changes in purchases. The supplied report gives no date for a follow-up survey or a next scheduled release. Until spending results are available, the findings offer a snapshot of reported intentions, not a final account of how much consumers spent.
Key Questions
How many holiday shoppers say the economy will affect their plans?
56% said the state of the economy would affect their holiday spending plans, according to the NRF survey conducted by Prosper Insights & Analytics.
What cost-saving approaches do shoppers plan to use?
Among shoppers affected by the economy, 43% plan to seek sales more often, 31% expect to comparison-shop online more often and 29% plan to use coupons more often.
When do shoppers expect to do most of their holiday shopping?
Nearly two-thirds, or 64%, 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 consumers plan to shop?
Online leads at 53%. Grocery stores and discount stores each account for 43% of planned shopping, while 42% plan to shop at department stores.
Does the survey show that consumers will spend less this holiday season?
No. The reported findings show that many shoppers expect the economy to affect their plans and that they intend to seek value. The supplied material does not report total expected spending or confirm that consumers will spend less.
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