- Report
- Behavioral
- Report
- Behavioral
North America
Holiday Shopping and Winter Plans Report
Holiday shopping is starting earlier than ever for Gen Z and Millennials, with the vast majority of 13-39-year-olds planning to shop this season and many beginning before Black Friday even arrives. Buy Now, Pay Later services are becoming a bigger part of how young consumers afford the holidays, especially for big-ticket items on sale, while Black Friday and Cyber Monday keep climbing in popularity, with most young shoppers wanting the two combined into one long sales weekend. Budgets aren’t fixed this year either—most say how much they spend simply depends on how much money they have in the moment, and many are cutting back by buying for fewer people, spending less per gift, or making gifts by hand. Still, gift cards remain nearly as popular to give as they are to receive, landing near the top of both shopping lists and wish lists alike.
In YPulse’s 2026 Holiday Shopping and Winter Plans Report, we dive into how Buy Now, Pay Later services are shaping holiday budgets, why Black Friday and Cyber Monday keep climbing in popularity, and what’s landing at the top of young consumers’ gift and wish lists this year.
Download the full report for further insights
- Why young consumers are shopping and decorating for the holidays earlier than ever, and how a growing share now shop for the holidays all year round
- Why Buy Now, Pay Later services and deep Black Friday and Cyber Monday discounts are reshaping how big-ticket holiday purchases get made
- How POC, LGBTQ+, and college student shoppers diverge in holiday spending, from where they turn for gift inspiration to how economic pressure is shaping their budgets
Get Insights for Your Industry
Select your sector, and we'll pull the most relevant findings to your work
Report length: 22 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada (n=1000 U.S., n=500 Canada), fielded June 25–July 1, 2026.
Additional content for Pro users:
The full ranked list of how young consumers plan to celebrate the holidays this year, including sending holiday cards, attending holiday markets, and gifting experiences instead of physical presents, the complete breakdown of what they look forward to most about the season, whether they’re staying home, visiting family, or traveling for a holiday vacation, the full list of where young people turn for gift ideas for others—from friend and family recommendations to AI chatbots like ChatGPT, who’s on their gifting list this year beyond immediate family, and how parents find out what their kids want, whether that’s a letter to Santa, an online wish list, or links sent from social media.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race & Ethnicity, POC, Country, Urban/Rural Status, LGBTQ+, Family Status, Household Income, and Holiday Shopper.
