Reasons to Read

Discover how US consumers’ holiday shopping progress, retailer preferences and product purchases are shifting as the 2026 holiday season gathers momentum—and how these trends compare with 2025.

Read this report to discover answers to these and other questions:

• Which product categories are gaining or losing momentum as consumers shift between gift buying and seasonal preparation?
• Which retailers are capturing the greatest share of holiday shoppers, and how has Walmart’s lead over Amazon changed?
• How are holiday shopping participation and purchasing rates evolving, and is shopping progress catching up with last year?

Data in this research report include: Weekly survey results from approximately 400 US consumers on holiday shopping status, holiday purchases in the past seven days, retailers shopped and product categories bought, with comparisons to the same weeks in 2025.

Companies mentioned in this report are: Amazon, Best Buy, Costco Wholesale, Dollar General, Dollar Tree, Target, Temu, The TJX Companies and Walmart (including Sam’s Club).

Other relevant research:

• All our research on US holiday retail.