Average Holiday Spending in 2026: How Much Americans Spend
📋 Sources: National Retail Federation · PwC Holiday Outlook 2026 · Adobe Analytics 2026 Holiday Forecast
Americans are set to spend a record ~$1.01 trillion this holiday season, per the National Retail Federation — up 4.2% over 2025. Per person, gift budgets land around $708 (PwC's 2026 outlook), while all-in seasonal spending on gifts, food, and décor runs closer to $890. Here's the full breakdown, the trend, and how to keep your own number in check. See more in our Personal Finance Statistics Hub →
How Much Do Americans Spend on the Holidays?
There's no single "average" because surveys count different things, so here are the three numbers that matter — each from a credible source, each measuring something slightly different:
| Measure | 2026 Figure | Source | What It Counts |
|---|---|---|---|
| Total U.S. holiday retail | $1.01 trillion | NRF | All Nov–Dec retail sales (+4.2% YoY) |
| Average gift budget / person | ~$708 | PwC | Gifts only (down ~2%) |
| All seasonal spend / person | ~$890 | NRF (latest) | Gifts + food + decorations |
| Online holiday spending | $275.1 billion | Adobe | Nov 1–Dec 31 e-commerce (+6.7%) |
| Buy-now-pay-later | $21.3 billion | Adobe | BNPL used over the season |
The nuance: the total is growing (record $1.01T), but much of that is higher prices, not more gifts. Per-person gift budgets are actually roughly flat to slightly down. So "spending is up" and "my budget is tighter" can both be true this year.
Where the Holiday Money Goes
Gifts dominate, but the "hidden" categories — food, travel, and décor — are what quietly blow budgets. A rough breakdown of a typical household's seasonal spending:
Approximate share of seasonal spending by category, based on NRF survey breakdowns. Travel is excluded from some "holiday spending" figures, which is why per-person numbers vary so widely.
Is Holiday Spending Rising?
Total spending has set records for several years running, driven by a mix of real demand and higher prices. Adobe expects online spending alone to hit $275.1 billion (up 6.7%), with Cyber Monday the single biggest online day at about $15.1 billion. The catch worth watching: buy-now-pay-later is forecast at $21.3 billion this season — convenient, but a fast way to carry holiday debt into the new year if you're not careful.
Reality check: if a record season means a record January credit-card statement for you, the "average" isn't the number to beat — your own repayment plan is. See our average credit card interest rate guide for why carrying a balance is so expensive right now.
How to Spend Less This Holiday Season
A few habits reliably cut the bill without making the holidays feel smaller:
| Move | Why It Works |
|---|---|
| Set a total budget first | Divide one number across your gift list — writing it down alone curbs overspending. |
| Shop Cyber Week | Thanksgiving–Cyber Monday is when discounts peak; Cyber Monday is the biggest online deal day. |
| Use a cash-back card | 2–5% back on gifts you'd buy anyway — just pay it off in full. |
| Do a gift exchange | One nice gift per person beats buying for everyone — less money, less stress. |
| Skip BNPL (mostly) | Only use it if you'll clear it in the 0% window; otherwise it's holiday debt with a bow on it. |
Keep the Holidays From Wrecking Your Budget
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Read Our Acorns Review →Frequently Asked Questions
How much do Americans spend on the holidays in 2026?
The NRF projects about $1.01 trillion in total U.S. holiday retail sales (Nov–Dec), up 4.2%. Per person, PwC's 2026 outlook finds about $708 on gifts, while the NRF's all-in seasonal figure (gifts, food, décor) is about $890. The number you see depends on what the survey counts.
What is the average gift budget per person in 2026?
About $708 on gifts per person per PwC — down roughly 2% year over year. Surveys that include food, travel, and decorations land higher (around $890). For gifts alone, $700–$1,000 is a reasonable range depending on income and household size.
Is holiday spending going up or down?
The total is up (record $1.01T, +4.2%; online +6.7%), but a lot of that growth is higher prices rather than more purchases — and some per-person gift surveys show a slight dip. The pie is bigger while individual budgets are roughly flat.
How much is spent online during the holidays?
Adobe projects $275.1 billion online (Nov 1–Dec 31), up 6.7%. Cyber Monday is the biggest online day (~$15.1 billion), over half of purchases happen on mobile, and BNPL is forecast at $21.3 billion.
How can I spend less on the holidays?
Set a total gift budget and split it per person, shop the Cyber Week sales, use a cash-back card and pay it in full, try a family gift exchange, and avoid buy-now-pay-later unless you can clear it in the zero-interest window.