More than nine of ten US adult shoppers -- 93 percent -- said they expect to visit a store during the Christmas season. For Gen Z, the number is even higher: 97 percent.
In releasing its 2026 Holiday Shopping Forecast, the International Council of Shopping Centers found that those store visits may not always involve making an in-store purchase. Some are picking up an item they bought or reserved online rather than making a new purchase.
Among the other findings from the survey, which was conducted in mid-September among about 1,000 people:
• More than three-quarters, 78 percent, of shoppers plan on spending the same or more than last year.
• About a third, or 34 percent, said their in-store visits were “social outings” and might include dining and entertainment in addition to shopping. Almost half of Gen Z shoppers described their purchasing plans as being focused more on experiences than they were last year.
• More than half, 58 percent, of consumers expect to try a new brand this holiday season, and 52 percent plan to shop with a retailer they have not visited before.
• More than a quarter, 27 percent, plan more research or comparison shopping because of higher prices or budget concerns, while about a quarter of shoppers expect to switch to lower-priced products or brands.
• The vast majority, 88 percent of adults, said they plan on purchasing holiday gifts.
“Consumers have made it clear they are willing to make sacrifices for the things that matter to them this holiday season, but they are making careful decisions about when and where they spend to make that money go further,” said Tom McGee, president and CEO of ICSC, which obviously is in the business of promoting in-store shopping. “Shoppers remain resilient, but they’re more discerning and value-conscious; competitive prices, convenient shopping options and experiences that bring people together are non-negotiable for retailers to attract shoppers and give them reasons to return throughout the season.”