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.
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.
