Consumers are getting strategic about stretching their holiday dollars. While Americans still embrace the holiday spirit, they're approaching the season with more intentional spending and focused shopping journeys. This year reveals a clear emphasis on value-driven decisions, in-store visits that maximize every dollar, and a blend of digital inspiration with physical retail experiences.

In this report, we examine how people across the country plan to navigate the holiday season with tighter budgets but unchanged enthusiasm. We surveyed 1,001 consumers and discovered notable changes in spending patterns, shopping behaviors, and the factors driving where and how they shop. Read on to discover our key insights into this more selective yet still festive holiday shopping season.

One of the most striking discoveries in this year's research reveals the power of dwell time in driving holiday revenue. Shoppers who spend over 90 minutes at retail locations generate $1,416 in spending compared to just $792 for those making quick visits under 30 minutes – a substantial 79% increase that makes extended visits the single most powerful lever for driving holiday revenue. This trend reinforces that retailers and shopping centers must invest heavily in creating comfortable, engaging environments that encourage customers to linger. The data shows clear spending jumps at each dwell time threshold: 30-60 minutes yields $1,058; 60-90 minutes reaches $1,175; and beyond 90 minutes where spending peaks.

Economic pressures are driving consumers toward value-oriented, efficient shopping destinations over more premium retail experiences. Mass merchandisers bounce back to capture 62.2% of holiday shoppers' plans, reclaiming their position as the most popular shopping destination after falling in popularity last year. This resurgence reflects consumers' demand for competitive pricing, extensive product selection, and convenient one-stop shopping experiences that mass merchandisers deliver effectively. While department stores maintain strong appeal at 50.4% of shoppers, their relative position has been weakened by this mass merchandiser revival.