Holiday Spending Is Flat, but Some Consumers Are Spending More Than Others

Overall U.S. holiday spending isn’t expected to grow much this year, but that topline number hides a sharp divide. Some consumers plan to spend more this season, while others are pulling back significantly. Income and generation play a major role in who’s buying, with differences in economic optimism and buying intentions shaping holiday plans across age groups. At the same time, debt and rising costs for food, housing, and transportation are squeezing discretionary budgets for many households. The shoppers are still out there. The bigger question is which ones, and what it will take to reach them.

The 2026 Outdoor Holiday Report is now available. The report covers holiday spending projections by income tier and generation, examines how AI tools are changing the way people shop and what brands can do to get their products mentioned, explores what a historically strong El Niño could mean for regional demand for gear and outerwear, and highlights the winter apparel trends to watch, including popular colors, textures, and outerwear. Check out the report for the key findings and what they mean for the industry.

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