NEW YORK — Promotions are emerging as a key driver of holiday purchasing as financially pressured consumers start shopping earlier and spread spending across a longer season, according to Ibotta’s 2026 Holiday Outlook.
The report, based on an August survey of 1,002 U.S. consumers, found that 45% describe their household finances as insecure, while 72% say saving money is important this holiday season.
Many consumers are already acting on those concerns. Two-thirds of respondents were in the holiday market before Labor Day, including 32% who were casually watching for deals and 35% who were actively planning or buying. Thirty percent expect to start holiday shopping earlier than last year.
Promotions were the top influence on holiday purchases, cited by 37% of respondents, ahead of gift lists at 36%, recommendations from family at 34%, and brand reputation at 25%. When responding to price pressure, 40% said they look for deals and promotions, compared with 30% who reduce gift-giving.
Ibotta’s receipt data also indicates heightened deal-seeking behavior. During the traditional six-week holiday period beginning in mid-November, purchase volume increased by 7% compared with the preceding six weeks, while promotional redemptions rose 20%.
Holiday deals are increasingly extending beyond gifts. Ninety-two percent of respondents expect to participate in at least one retail event for holiday shopping, while 60% plan to spend on Black Friday. About 28% said they purchase holiday food, beverages and entertaining supplies during October Prime Day, rising to 31% during Black Friday and Cyber Week.
Stocking up on everyday products is also becoming a larger part of the holiday shopping cycle. Nine in 10 consumers said they buy more of at least one everyday category between Thanksgiving and New Year’s. Chocolate and candy lead the increase, with 50% buying more during the holidays, followed by pantry staples such as beverages, snacks, crackers, and cookies at 46%.
The opportunity for retailers and CPG brands may extend beyond the holidays. Among shoppers who try a new brand during the season, 94% said they would remain open to buying it again. Forty-three percent said they would continue buying the product as long as the value remains right, while 28% said a post-holiday promotion could prompt another purchase.
The findings suggest the holiday shopping period is increasingly a prolonged, value-driven season, with consumers using promotions and major retail events to manage both seasonal purchases and everyday household spending.
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