Gift-giving statistics 2026
Americans are expected to spend a record $1.013 trillion on holiday retail in November and December 2026, and set records on Valentine’s Day ($29.1 billion), Mother’s Day ($38 billion) and Father’s Day ($27.9 billion) earlier in the year. Below are the numbers that matter for gift shoppers, each linked to the survey or forecast it comes from.
By the Shnoop Editors · Published November 12, 2026 · Figures checked November 12, 2026. Forecasts and survey intentions are labelled as such; they are not final sales.
Spending by occasion, 2026
| Occasion | Total US spending | Average per shopper | Source |
|---|---|---|---|
| Winter holidays (Nov–Dec) | $1.013 trillion (core retail forecast) | — | National Retail Federation, October 15, 2026 |
| Mother’s Day | $38 billion (survey-based record) | $284.25 | National Retail Federation, May 4, 2026 |
| Valentine’s Day | $29.1 billion (survey-based record) | $199.78 | National Retail Federation, January 27, 2026 |
| Father’s Day | $27.9 billion (survey-based record) | $226.58 | National Retail Federation, June 10, 2026 |
The holiday total is the NRF’s core-retail forecast (it excludes car dealers, gas stations and restaurants), so it isn’t directly comparable with the single-day survey totals.
Holiday spending 2026
The two big forecasts for November and December, and what households say they’ll spend.
- The NRF forecasts US holiday retail sales (November 1 to December 31, 2026) will grow 4.2% over 2025 to $1.013 trillion.National Retail Federation, October 15, 2026
- 2025 holiday sales grew 3.1% to $972 billion, so the 2026 forecast is an acceleration.National Retail Federation, October 27, 2026
- Deloitte’s 2026 survey puts average household holiday spending at $1,654, up 4% from 2025.Deloitte, October 15, 2026
- Of that $1,654, households plan $988 on retail goods (up 10%) and $666 on holiday activities (down 4%).Deloitte, October 15, 2026
- For the first time in Deloitte’s survey, Gen Z and millennials are expected to account for half of holiday spending.Deloitte, October 15, 2026
- PwC’s Holiday Outlook 2026 puts average gift spending at $708, down 2% from $721 in 2025.PwC, September 8, 2026
- Households with children expect to spend $875 on gifts; households without children expect $635.PwC, September 8, 2026
Online shopping and timing
When people buy, and how much of it happens on a phone.
- Adobe forecasts a record $275.1 billion in US online holiday sales for November and December 2026, up 6.7%.Adobe, September 28, 2026
- Cyber Monday is forecast to be the biggest online day at $15.1 billion; Black Friday is forecast at $12.9 billion.Adobe, September 28, 2026
- Cyber Week (Thanksgiving through Cyber Monday) is forecast to bring in $47.5 billion online, 17.3% of the season.Adobe, September 28, 2026
- Mobile devices are forecast to account for 57.4% of online holiday spending, up from 56.4% in 2025.Adobe, September 28, 2026
- 64% of consumers say they are likely to wait until Thanksgiving weekend sales to do most of their holiday shopping, up from 51% five years ago.National Retail Federation, October 28, 2026
What people want to receive
From the NRF’s October 2026 survey of 8,094 US adults.
- Gift cards top holiday wish lists: 47% of people say they’d like to receive one.National Retail Federation, October 20, 2026
- Clothing is second at 44%, followed by books and other media (25%) and personal care or beauty items (24%).National Retail Federation, October 20, 2026
- 27% of holiday shoppers plan to give an experience this year, up from 19% five years ago.National Retail Federation, October 28, 2026
- Boomers are the generation most likely to want a gift card (59%); millennials most want clothing and accessories (50%).National Retail Federation, October 28, 2026
Valentine’s Day
From the NRF’s 2026 Valentine’s Day survey of 7,791 US adults.
- Valentine’s Day spending was expected to reach a record $29.1 billion in 2026, up from $27.5 billion in 2025.National Retail Federation, January 27, 2026
- Shoppers planned to spend an average of $199.78 on Valentine’s Day gifts, a record.National Retail Federation, January 27, 2026
- Candy is the most popular Valentine’s gift (56% of shoppers); jewelry leads by dollars, at about $7 billion.National Retail Federation, January 27, 2026
- 55% of consumers planned to celebrate Valentine’s Day in 2026.National Retail Federation, January 27, 2026
Mother’s Day
From the NRF’s 2026 Mother’s Day survey of 7,877 US adults.
- Mother’s Day spending was expected to reach a record $38 billion in 2026.National Retail Federation, April 21, 2026
- Shoppers budgeted an average of $284.25 per person for Mother’s Day.National Retail Federation, May 4, 2026
- Jewelry leads Mother’s Day spending at $7.5 billion, followed by special outings at $6.4 billion.National Retail Federation, April 21, 2026
- A record one-third of consumers planned to give a Mother’s Day experience, such as a concert or sporting event.National Retail Federation, April 21, 2026
Father’s Day
From the NRF’s 2026 Father’s Day survey of 7,914 US adults.
- Father’s Day spending was expected to reach a record $27.9 billion in 2026, up from $24 billion in 2025.National Retail Federation, June 10, 2026
- Shoppers planned to spend an average of $226.58 on Father’s Day, up from $199.38 in 2025.JCK, June 12, 2026
- 77% of consumers planned to celebrate Father’s Day.National Retail Federation, June 10, 2026
- Asked what matters most in a Father’s Day gift, 44% said it should be “unique or different.”JCK, June 12, 2026
What the numbers mean for your gift
Our editorial reading of the data above.
- Gift cards are the most-wanted gift, but they read as an afterthought unless you present them well. Our guide to giving a gift card that feels personal covers how.
- Most shoppers now wait for Thanksgiving weekend. If you’re one of them, have a short list ready beforehand; we keep the luxury gifts worth buying on Black Friday up to date.
- Average budgets are useful context, not a target. For what’s appropriate for a partner, a parent or a colleague, see how much to spend on a gift.
- Jewelry leads spending on Valentine’s and Mother’s Day, and “unique” is what people say matters most for dads. Both point the same way: specific beats generic. Start with our guide to choosing for someone who has everything, or browse gifts for her and gifts for him.
Using these numbers
You’re welcome to quote any figure here. Please cite the original publisher linked next to it, and link to this page if it helped you find them. We update the page when new surveys come out; if you spot an error, tell us.
Sources
- National Retail Federation, “NRF Forecasts 2026 Holiday Sales Growth as Consumers Remain Resilient,” October 15, 2026.
- National Retail Federation, “Consumers remain the bright spot heading into the holidays,” October 27, 2026.
- National Retail Federation, “Affordability Shapes Winter Holiday Shopping, According to NRF Holiday Survey,” October 20, 2026.
- National Retail Federation, “2026 holiday shopping trends: What consumers are planning,” October 28, 2026.
- Deloitte, “2026 Holiday Retail Survey,” October 15, 2026.
- Adobe, “Adobe: U.S. Holiday Shopping Season to Hit Record $275.1 Billion Online, Rising 6.7% YoY,” September 28, 2026.
- PwC, “Holiday Outlook 2026,” September 8, 2026.
- National Retail Federation, “Valentine’s Day Spending Expected to Reach New Records,” January 27, 2026.
- National Retail Federation, “Mother’s Day Spending Expected to Hit Record $38 Billion,” April 21, 2026.
- National Retail Federation, “2026 Mother’s Day shopping plans,” May 4, 2026.
- National Retail Federation, “Father’s Day Spending to Hit Record $27.9 Billion,” June 10, 2026.
- JCK, “Father’s Day Gifting Expected to Hit Record Dollar Figure,” June 12, 2026.