Simon-Kucher survey: U.S. households’ 2026 holiday budget falls to $1,018, down 5.5% year over year

Simon-Kucher’s eighth annual holiday shopping study surveyed 1,501 U.S. consumers and found that U.S. households’ average holiday budget for 2026 was $1,018, down 5.5% year over year and back to 2024 levels. The share of respondents who believe advertised discounts fully reflect genuine savings fell from 46% in 2025 to 22%. 55% of consumers plan to use AI to help with holiday shopping, but only 16% are willing to let AI complete a purchase.