SURVEY: 1 in 6 (16%) of U.S. Shoppers Will Sacrifice Everyday Essentials in 2026 to Purchase Gifts This Holiday Season

Nearly 1 in 3 (29%) of Gen Z respondents plan to do most holiday shopping with TikTok Shop; a 61% increase from 18% in 2025

AUSTIN, Texas, Sept. 10, 2026 /PRNewswire/ -- Invoice Home, a leading invoice template software designed to meet the invoicing needs of small businesses, freelancers, and entrepreneurs worldwide, today released its third annual "Holiday Spending" Survey, revealing how Americans plan to afford the holiday season this year. Conducted with research firm Censuswide, the data uncovers opportunities for retail businesses by analyzing trends in seasonal spending, such as prioritizing gifts over essential household goods, how to avoid abandoned in-store purchases and the impact returns will have in early 2027.

Consumers are cutting essentials, not gifts
The rising cost of living may have consumers cutting spending, but not for gifts this season. This is good news for retailers, as nearly half (49%) of survey respondents won't let rising costs deter them from purchasing gifts for the holidays. However, to do so:

• More than 1 in 6 (16%) will have to sacrifice everyday essentials to afford spending more on gifts this year than in 2025 (a 46% increase from 11% in 2025)
• 1 in 5 (20%) are getting a second job to afford holiday expenses

1 in 4 (24%) Gen Z respondents say buying gifts this year is more important than their credit card balance, and 28% are getting a second job to afford the season. To cover expenses: 

• 30% will borrow money from friends and family – (20% 2025 | 50% increase YoY)
• 23% will go into credit card debt – (19% 2025 | 21% increase YoY)
• 16% will delay bill payments – (14% 2025 | 14% increase YoY)
• 20% will take out a loan from the bank – (14% 2025 | 43% increase YoY)

Buy Now Pay Later (BNPL) remains a critical option, with more than 1 in 7 (15%) planning to leverage BNPL to cover expenses this holiday season – increasing to 21% for Millennials (an 11% increase from 2025). 12% of Millennials would also not shop with a brand in 2026 if BNPL options were not offered.

"This is the third year we've done this survey, and it continues to divulge a strong desire from consumers to spend during the season, even if it means making big financial sacrifices to do so," says Petr Marek, Co-Founder and CEO at Invoice Home. "For retail businesses, this means identifying areas of your business that meets customer preferences ahead of the busiest shopping season. This could be offering more diverse payment options, being extra transparent in your return policies, and insisting on additional training for employees to ensure a smooth in-store experience."

Holiday shoppers are becoming more selective in 2026
Americans may be prioritizing their spending on gifts this year, but retailers should be focused on how to capture their attention, as they become more selective with where to shop. Post-pandemic, in-store purchases skyrocketed, yet now, experiences like long lines, inventory shortages and price discrepancies aren't cutting it. Respondents noted the following would cause them to abandon purchase in-store this holiday season:

• Too many crowds – 34%
• Price discrepancies from what's shown online– 27%
• Lines that take more than 5-10 minutes to stand in to check out– 23%
• Limited inventory in-store- 22%
• Social anxiety – 18%
• Aggressive store workers asking to help – 14%
• Self-checkout as the only option to checkout – 14%
• If anything discounted was final sale – 10%

Shoppers are also expecting brands to make financial sacrifices. 30% refuse to shop with retailers that raised prices due to tariffs, 21% plan to walk away from those that don't offer free shipping and returns, and if a discount isn't over 30% during Black Friday/Cyber Monday weekend, over a quarter (26%) of Gen Z and Millennial respondents won't shop with a brand. Another 14% will shop elsewhere if a brand has made political stances this year that don't align with personally (15% for Gen Z and 17% for Millennials).

Purchasing influence via social media is shifting
Understanding how consumers are influenced by ads this season will be a successful tactic for retail businesses. One-third of respondents (33%) admitted being most likely to be influenced to shop from YouTube ad placements this holiday season, followed by streaming services (Amazon Prime, Peacock, Disney+, etc.) at 23%, Instagram at 21% (35% for Gen Z) and TikTok at 17% (34% for Gen Z).

Ads aren't the only interaction social platforms will have with shoppers – retailers have an opportunity to capitalize on TikTok Shop this season, especially with the younger demographic, as 29% of Gen Z plan to do most holiday shopping with TikTok Shop; a 61% increase from 18% in 2025.

The download on Black Friday and Cyber Monday
The hottest deals weekend of the year could open doors for retailers. Respondents reported:

• 22% only plan to purchase essential goods that weekend (grocery items, household goods, etc.)
• 21% say if a discount is not over 30%, they won't shop with a brand
• 15% never shop the first day of BF/CM weekend in hopes the discounts will increase over the weekend
• 14% only shop when brands do early BF/CM deals (ahead of the actual weekend) versus the weekend itself

Returns season could get messy
Post-holiday returns are standard for any retail business, yet this year, the reasoning behind return intention is saving money. On average, 3 in 10 (29%) respondents anticipate making holiday-related returns in January with the goal of saving money. Others admit to considering:

• Returning a gift to buy the cheaper version of the same item and use the extra money elsewhere – more than 1 in 10 (14%) and nearly 1 in 4 (24%) Gen Z
• Returning an item bought at full price if it goes on sale later - more than 1 in 10 (14%) and 1 in 5 (20%) of Gen Z and nearly 1 in 4 (23%) of Millennials
• Return gifts received to fund the purchases of essential goods (groceries, household items, etc.)- more than 1 in 10 (14%) and more than 1 in 5 (22%) of Gen Z and 1 in 5 (20%) of Millennials)
• Return gifts received to fund the purchases of gifts for others - more than 1 in 10 (12%) and nearly 1 in 5 (19%) of Gen Z and nearly 1 in 5 (18%) of Millennials
• Buy items with the intent on returning them this season - more than 1 in 10 (11%) and nearly 1 in 5 (18%) of Millennials
• Return holiday decorations after using them – 1 in 10 (10%)
• Ask for an advance from an employer before holiday shopping begins – more than 1 in 10 (11%),

Methodology
All figures are from third-party research firm, Censuswide. Total sample size is 2,000 U.S. consumers. Fieldwork was undertaken between August 20-25, 2026. The survey was carried out online. The figures have been weighted and are representative of all U.S. adults age 18+. YoY findings from 2024 and 2025 follow the same methodology from Censuswide, who is a member of the Market Research Society (MRS) and adheres to the MRS Code of Conduct and ESOMAR principles.

About Invoice Home
Founded in 2011, Invoice Home is a comprehensive invoicing platform and invoice template software, simplifying the invoicing needs of small businesses, freelancers, and entrepreneurs worldwide by offering over 100 customizable, multi-lingual templates and online payment integrations, all in a unique and user-friendly interface.

Headquartered in Austin, Texas and trusted by 12 million customers in more than 150+ countries and territories, Invoice Home is the leading invoice generator for business professionals. Visit Invoice Home online to learn more and follow on LinkedIn and Facebook.

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SOURCE Invoice Home