Overview

In January 2026, a nationwide survey of 1,000 U.S. adults revealed a paradox: while roughly one‑quarter of shoppers reported scaling back holiday gifts, almost half said their monthly online spend had risen compared with a year earlier. The rise is tied to inflation‑driven price hikes, tariff‑related cost increases, and higher shipping fees, not to a surge in the volume of purchases. Sellers who simplify gifting—through clear delivery cut‑offs, sub‑$50 bundles, and timely, personalized reminders—stand to capture the extra spend.

Key Points

• Cut‑back vs. spend‑up — 23 % of respondents said they reduced holiday gifting, yet 48 % admitted they were spending more online each month than in January 2025.
• Inflation as the top driver — 39 % attributed their higher spend to rising prices caused by inflation, indicating that consumers are paying more for the same basket of goods.
• Tariffs influencing prices — 24 % pointed to trade policies and tariffs as a factor that pushed product costs upward, especially for imported electronics and apparel.
• Shipping fees adding weight — 23 % cited increased delivery or shipping charges as a reason for larger monthly bills, reflecting carriers’ higher fuel surcharges and handling costs.
• Premium‑quality shift — 12 % said they were opting for higher‑quality items, which naturally carry higher price tags and contribute to the spend increase.
• Spending brackets — 17 % of shoppers reported an extra $100–$199 per month, 16 % added $50–$99, and a smaller but notable 6 % spent $500 or more above their prior baseline.
• Age‑balanced sample — The survey was weighted to mirror the U.S. population by age and gender, ensuring the findings reflect broad consumer behavior rather than a niche segment.
• Brand recommendation — The study concluded that brands delivering easy gifting experiences—clear shipping deadlines, affordable bundles, and personalized delivery reminders—will outperform competitors on Valentine’s Day 2026.

How Consumer Spending Patterns Are Shifting