The most-wanted holiday gift in America isn’t electronics or jewelry. Here’s what shoppers actually want

This holiday season, Americans are focusing on finding deals and gift cards as they strategize their gift purchases. The economy is weighing heavily on spending plans, with 56% of consumers concerned about an affordability crisis. As a result, many plan to shop more frequently, compare prices online, and use coupons to make the most of their budgets.

Gift cards are the top gift choice, favored by 47% of survey respondents over clothing, books, or beauty items. Allison Zeller, vice president of industry and consumer insights at the National Retail Federation, noted that consumers are taking a thoughtful approach to spending, balancing value with preserving holiday traditions.

Shoppers are starting their gift search earlier than usual, with 43% planning to begin shopping before November in order to spread out their budgets or snag deals. Late-season shoppers also have a strategy, with 46% hoping to find the best prices and promotions between November and December. In fact, 64% of consumers plan to do most of their shopping during Thanksgiving weekend.

According to the National Retail Federation, holiday spending during November and December is expected to grow 4.2% compared to 2025, reaching over $1 trillion. However, inflation is a significant factor this year, potentially accounting for nearly half of the projected sales increase. Retailers are aware of the situation and are responding with compelling products, promotions, and shopping experiences to help consumers find value while still enjoying the holiday spirit.