Observed Signal · Nov 3, 2026 · Corporate Update · Source: Media Plan · Impact: 2/5
Mehr Luxus, weniger Erlebnisse? So verschieben sich die Feiertagsausgaben – ein Blick über den großen Teich
According to the Deloitte Holiday Retail Survey 2026 analyzed by Media Plan, US holiday spending is shifting toward retail goods and luxury items, driven primarily by Gen Z and Millennials. Planned luxury gift purchases rose to 72 percent for Gen Z (up from 57 percent) and 61 percent for Millennials (up from 50 percent), while spending on travel and events is projected to decline across all income brackets. Media Plan highlights these findings to inform targeted seasonal media strategies across TV, digital, out-of-home, audio, and print channels.
Shifting consumer holiday budgets from experiential spending to physical luxury retail impact seasonal advertising allocation and targeting strategies for media agencies and consumer brands.
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Key Takeaways & Evidence Grounding
- The Deloitte Holiday Retail Survey 2026 polled 4,000 US consumers between August 26 and September 10, 2026.
- Gen Z and Millennials are projected to account for 50 percent of total US holiday spending in 2026, up from 41 percent in 2025.
- 72 percent of Gen Z and 61 percent of Millennials plan to buy luxury gifts in 2026, compared to 57 percent and 50 percent respectively in 2025.
- Average projected household holiday spending is expected to reach $1,654 in 2026, with retail merchandise spending up 10 percent to $988 and activity spending down 4 percent to $666.
- In a cited 2025 AlixPartners survey, Versace led luxury brand preferences for Gen Z, while Louis Vuitton was the top brand for Millennials.
Connected Companies & Entities
2 Entities mapped“Media Plan published an analysis of US holiday spending surveys to guide seasonal media planning across various advertising channels.”
“Deloitte conducted the Holiday Retail Survey 2026 surveying 4,000 US consumers on anticipated holiday expenditures.”
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