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Holiday Shopping 2026
How Consumer Caution and Shifts in Ecommerce Will Shape the Season
Strategic spending among budget-conscious US consumers will drive a slight deceleration in retail and ecommerce sales growth during the 2026 holiday season. Retailers and brands will need to strategize how to stand out in this environment and optimize budget allocation for holiday marketing and promotions.
Key Question: How will US consumers spend during the 2026 holiday shopping season?
Key Stat: Total US retail sales for November and December 2026 will rise by 4.1%, marking the second consecutive year in which holiday season growth trails the full-year average.
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Sky Canaves
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