NEW YORK — Despite ongoing economic pressures, U.S. consumers are not planning to cut back on holiday shopping this year. Instead, they are becoming more strategic about how they spend, increasingly relying on discounts, comparison shopping and artificial intelligence tools to stretch their budgets, according to Accenture's 20th Annual Holiday Shopping Survey.
The survey of 4,048 U.S. shoppers found that average holiday spending is expected to reach $737 per consumer in 2026, nearly 12% higher than last year. However, rising budgets do not necessarily signal stronger consumer confidence. More than half (53%) of shoppers who plan to spend the same amount or more this season said the increase is driven by higher prices rather than a desire to spend more.
Accenture's analysis found that prices remained approximately 15% higher as of June 2026 than they would have been without the inflationary shocks that began in 2020, continuing to pressure household finances.
Clothing and accessories remain the top holiday shopping category, with 52% of consumers planning purchases, followed by food and beverage treats (49%) and gift cards or vouchers (49%). Financial concerns also are influencing where shoppers buy, with nearly half planning to purchase gifts from mass merchants and warehouse clubs.
The survey found that consumers are beginning their holiday shopping earlier than ever. Nine in 10 shoppers expect to start before Black Friday and Cyber Monday, while nearly one in five began shopping before August, almost double the share recorded in 2025. Still, major promotional events remain important, with 66% planning to participate in Black Friday or Cyber Monday sales.
Perhaps the most significant trend emerging from the research is the growing role of artificial intelligence in holiday shopping. Accenture found that shoppers expect generative AI to influence 45% of their holiday spending this season, signaling what could be the first holiday season where AI is used at scale by consumers.
Nearly three in 10 shoppers said they would trust an AI agent more than themselves when making holiday purchases. Consumers are particularly interested in using AI to find deals (39%), compare products (31%) and determine where to shop (30%).
While shoppers are embracing AI assistance, most still want to maintain control over purchasing decisions. About 73% said they are open to collaborating with an AI agent and 58% would allow it to complete tasks on their behalf. However, only 22% would allow an AI tool to decide what to buy, and just 8% would permit an AI agent to make purchases independently.
Consumers also showed a strong preference for retailer-owned AI tools over cross-brand agents. Six in 10 shoppers said they favor AI offered directly by retailers, citing data security and confidence that retailers can provide the best prices and deals.
Despite the increasing influence of digital tools, physical stores continue to play a critical role in the holiday shopping journey. The survey found that stores maintain an equal share of holiday shopping activity, even among active AI users who are more likely to shop online.
Nearly three-quarters of consumers said they want AI agents to purchase only from familiar brands and retailers, underscoring the importance of trust and loyalty. Additionally, 44% of shoppers visit stores to see, touch or try products before making a purchase, while in-store advice remains more popular than AI-generated recommendations.
"Holiday spending remains resilient, but consumers are approaching the season with greater discipline," said Kath Gramling, Accenture's global consumer goods, retail and travel lead. "We expect shoppers to start earlier, plan purchases more carefully and look for ways to stretch their budgets throughout the season."
Gramling added that stores remain an important source of confidence for consumers, particularly when paired with expert advice and seamless connections between in-store and digital experiences.
Kelly Askew, Accenture's global retail lead, said consumers are becoming more deliberate about when, where and how they spend while increasingly turning to technology for support.
"For many consumers, this will be the first holiday season in which AI plays a meaningful role in shopping, helping them compare products, evaluate value and find the best options," Askew said. "Nearly three in 10 shoppers say they would trust a personal AI agent more than themselves when making holiday purchases."
According to Askew, retailers that provide accurate product information, pricing, promotions and reviews across channels will be best positioned to capture holiday demand as AI becomes a larger part of the shopping experience.
