Shift in Holiday Shopping Trends: Early December Surpassing Black Friday in Popularity

The traditional holiday shopping kickoff known as Black Friday may soon see its dominance challenged. Insights from the Bank of America 2026 Holiday Spending Survey reveal an emerging trend where a significant number of consumers are opting to complete their holiday shopping in early to mid-December instead of the usual Black Friday rush. This year, 29% of Americans indicated they planned to do most of their holiday shopping in early mid-December, reflecting an increase from 19% in the previous year. In contrast, just 17% intend to focus their shopping during Black Friday, a noticeable drop from 25%.

As consumers plan their shopping strategies, they exhibit a more intentional approach this year. With only 38% of shoppers reporting they have begun their holiday shopping earlier this season, down from 52% in 2025, it seems many are becoming increasingly budget-conscious. Despite the cooler sentiment surrounding spending, the Bank of America Institute's data suggests a healthy start to the holiday season, with spending already on the rise as of September.

Mary Hines Droesch, a prominent figure at Bank of America overseeing Consumer and Small Business Products and Analytics, notes that shoppers are now more discerning whilst managing budgets. "From setting timelines to focusing on financial limits, consumers are taking a more deliberate approach to holiday spending this year," she stated, highlighting a departure from impulsive shopping behaviors.

As shoppers navigate the holiday season, they seem to be placing a higher emphasis on budgeting. Almost half of respondents reported intentions to spend similarly to the previous year, an increase of 9% from the prior year, indicating a desire for financial stability amid the festive shopping spree. Simultaneously, concerns over rising personal expenses are evident, with 39% planning to reduce their outlays on holiday gifts.

To avoid overspending, consumers are employing various strategies, including taking advantage of sales events (30%), setting strict per-person spending limits (27%), and utilizing credit card rewards or cash back offers (21%). E-commerce continues to dominate shopping behavior, with 74% of consumers preferring to shop online, juxtaposed with 54% opting for in-person store visits.

Interestingly, many consumers appear reticent to adapt to modern shopping tools this year. Approximately 72% of respondents indicated they would not be using AI tools for their shopping, a significant increase compared to 2025. Additionally, the inclination to purchase gifts directly through social media has plummeted, now sitting at just 14%. With a notable number of consumers stating that viral content has no influence on their shopping decisions, these results underscore a paradigm shift in consumer sentiment.

Moreover, 37% of shoppers have reported encountering holiday shopping scams in recent years, with phishing emails and fake shipping notifications being the most common tactics. Older generations, particularly Gen X and baby boomers, seem more susceptible to these scams than their younger counterparts, showcasing the need for increased vigilance.

In terms of payment preferences, credit cards have become the favored method for 49% of consumers, reflecting a marked increase from 32% in 2025. Higher-income individuals, in particular, lean towards credit cards, with 67% respondents in this demographic indicating preference for this payment mode. While millennials and Gen Z still favor debit cards, reliance on credit is clearly emerging among those able to afford it as their primary transaction method.

As shoppers gear up for the holiday season, several strategies can help them navigate the landscape smartly. Experts recommend assessing realistic budgets and maintaining per-person spending caps to avoid financial strain. Discounts, price comparisons, and leveraging credit rewards are all practical strategies to maximize spend. This holiday season might not only redefine timelines on shopping but also update the financial approach consumers adopt.

As the shopping landscape continues to evolve, it will be interesting to see how these trends play out, shaping not only consumer habits but also the retail landscape in the years to come. As revealed in the survey conducted with over 2,000 participants, these insights could serve as a roadmap for navigating future holiday shopping seasons effectively.