According to a survey commissioned by Burlington Stores, consumers in the United States, especially parents, are concerned about sticking to holiday shopping budgets in 2026, but they are still ready to shop, and in-store shopping still has significant appeal.
- Discovering unexpected finds, for 55%
- The pleasure of getting out of the house, for 54%
- Scoring a great deal, for 50%
- Taking purchases home immediately without the wait for delivery, for 50%
Although 80% of consumers said they expected to spend the same amount or more on holiday shopping in 2026 than in 2025, 58% of shoppers are concerned about going over budget, with that worry higher among parents (69%) and especially among Gen Z parents (77%).
According to Burlington, many consumers (58%) take satisfaction in shopping smartly to stay within budget, even if they are stricter with themselves this year than last. Indeed, the company said 87% of survey respondents find getting a great deal is more satisfying than owning a luxury item.
With the festive season approaching, 37% of consumers said they plan to start holiday shopping before Black Friday and Cyber Monday, and 86% plan to begin before December 1. As a result, Burlington said consumers seem to be adopting a slow but steady shopping strategy as they search for the right gift at the right price.
“Shoppers are savvy, and they’re strategically searching for ways to save this holiday season,” said Chris Miller, Burlington executive vice president and chief marketing officer, in announcing the polling results. “Supported by our reimagined store design and consistent rotation of fresh merchandise, Burlington delivers the trending brand names on consumers’ shopping lists at the prices they’re hunting for.”
