Holiday shoppers are waiting for Black Friday deals, but more families are steering towards experiential gifts. A National Retail Federation (NRF) report gives us a sense of how people will shop.
Families may be deciding between comparing prices, what recipients will value most and whether experiential gifts would be more meaningful.
Why Are Shoppers Waiting for Black Friday Deals?
Per a survey in October 2026, 64 percent of consumers will likely wait until Thanksgiving weekend to complete most of their shopping. This is up from 51 percent five years ago. This shows that big sales are an important factor in how people decide to shop.
56 percent of consumers consider sales and discounts when choosing which retailers to shop with. Quality, product range and free or promotional shipping also play a role in their decision.
Waiting until Black Friday can be a good way for families to compare prices on toys, clothing, electronics and other popular gifts. However, people may want to check prices beforehand to see if they are getting a good deal.
Experience Gifts Are Becoming More Popular
While many people look for discounted products, others want to give gifts that create memories.
Per the survey, 27 percent of holiday shoppers will give an experiential gift this year. This is up from 19 percent in 2021. Millennials remain keen to give experiential gifts, with 38 percent planning to do so this year. However, Gen Z are also helping boost this sector.
Experiential gifts could include seeing a show, a family activity or something related to their interests. Parents may have the opportunity to spend quality time with their children rather than buying another toy or gadget.
However, you still need to consider how much you spend. Tickets, travel, food and other costs can increase the total price.
How Can Families Make the Most of Their Holiday Budgets?
Families don’t necessarily have to choose between shopping sales and giving experiences. Combining discounted products with affordable activities can help them balance their spending.
Here are a few ways to plan holiday purchases:
- Set a budget: Decide how much you’ll spend overall and how much you want to spend on each person.
- Compare prices: Shop around at different retailers to find the best prices, especially during Black Friday sales.
- Look into experiential gifts: See what you can do locally within your budget.
- Plan with a mission: Start making a gift list so you aren’t scrambling at the eleventh hour.
- Consider any additional costs: Think about delivery, travel and other costs.
Per the report, U.S. retail sales in November and December 2026 are expected to reach $1.013 trillion, up 4.2 percent from 2025. This shows people are prioritizing holiday spending while staying mindful of value. While Black Friday discounts are still important, experiential gifts are becoming more popular. By comparing prices and planning your purchases, you can find gifts that work within your budget and traditions.
