Reasons to Read

Discover how Gen Z, millennials, Gen X and boomers differ in how they plan to shop for holiday 2026. Drawing on a Coresight Research survey of 2,000+ US consumers, this report shows where the generations converge and where they diverge sharply, such as on budgets, retailers and what drives retailer choice.

This report answers questions such as:

• Which generations plan to spend more this holiday season, and how are they funding it?
• How do Gen Z and millennial shoppers differ on budgets, categories, sales events and retailers?
• Is the digital gap between younger and older shoppers about online engagement, fulfillment or discovery?
• Which retailers does each generation favor, and where do specialty retailers outperform mass merchandisers?
• How are Gen X and baby boomers approaching holiday spending, and what is holding them back?
• What do the findings mean for retailers and brands, real estate firms and technology vendors?

Data in this research report include: Holiday spending intent, budgets and financing, by generation; estimated median holiday budget, by generation; breadth of shopping activity: categories, sales events, gift-idea sources, travel and secondhand; gift channels, fulfillment methods and logistical concerns, by generation; retailer types and individual retailers shopped, by generation, including a ranking of 100 retailers

Companies mentioned in this report include: Amazon, Walmart, Kohl’s, Apple, Nordstrom, Temu, Shein, H&M, Ulta, Sephora, Lululemon, Zara, Dollar General.

Other relevant research:

• Who Shops Where? 2026 Shopper Demographics: US Consumer Survey Insights Extra
• Holiday 2026: US Consumer Survey and Retail Outlook—Unit Growth Under Pressure as Consumers Rethink How They Shop
• All our research on US holiday retail.