#United States #Burlington #holiday shopping #Burlington Stores #Consumer Trends

New Survey Reveals Shopping Sentiments for the 2026 Holiday Season

As the 2026 holiday season approaches, a fascinating new survey conducted by Burlington Stores reveals that more Americans are finding joy in the thrill of deal-hunting rather than simply acquiring luxury items. The survey conducted by Wakefield Research suggests a significant shift in consumer behavior, reflecting various sentiments that are influencing shopping habits amid economic pressures.

Consumer Mindset Amid Economic Pressures

Despite prevalent economic challenges, a staggering 87% of respondents revealed that obtaining a great deal brings them more satisfaction than owning high-end luxury products. This finding illustrates a profound change in consumer priorities and motivations for shopping. The survey also reported that even though nearly 60% of participants expressed concern over staying within their budgets, most are determined not to compromise on holiday gifts for their loved ones.
Burlington's Vice President of Marketing, Chris Miller, noted that shoppers are more strategic than ever this season, finding innovative ways to save money without sacrificing the quality and experience of their holiday shopping.

Embracing the Hunt for Deals

Interestingly, over half (58%) of survey participants indicated excitement surrounding the idea of spending less this holiday season, particularly because it allows them to engage in the pursuit of excellent deals. This aligns with a robust trend of consumers moving away from impulse shopping in favor of a more calculated approach that emphasizes value.
In response to changing consumer preferences, Burlington offers items at discounts of up to 60% off relative to traditional retail prices. This strategy not only positions Burlington as a top destination for budget-conscious shoppers but also enhances the thrill inherent in discovering stylish and affordable gifts.

Early Holiday Shopping: A New Trend

The survey findings also reveal that early holiday shopping is becoming more commonplace, with 37% of respondents intending to kick off their shopping before Black Friday and Cyber Monday. An overwhelming 86% reported plans to begin shopping before December starts, suggesting that a slow and steady purchasing strategy is gaining traction among consumers.
With this trend, shoppers can take their time selecting gifts that resonate with the receiver while still respecting their budgets. Burlington’s strategy of stocking fresh merchandise weekly fosters an exciting shopping environment where customers can invariably find something new.

The Unique Appeal of In-Person Shopping

Many respondents (70%) continue to prefer in-person shopping due to unique benefits that cannot be replicated online, such as the ability to try items and engage with the products directly. Other advantages include the thrill of unexpected discoveries (55%), and the enjoyable experience of leaving the store with their purchases immediately, instead of waiting for deliveries. Burlington’s modern store designs further enhance the shopping experience, making it easier for customers to navigate through aisles filled with trending merchandise.
Considering these factors, it is evident that shopping at physical stores still holds significant value, especially during the bustling holiday season. Burlington's offerings allow consumers to indulge in a swift yet gratifying shopping experience.

The Road Ahead for Holiday Shopping

As the holiday season approaches, it remains clear that Americans are set to redefine traditional shopping norms. Through savvy budgeting and a keen focus on acquiring value-driven deals, shoppers demonstrate their commitment to celebrating the holidays without overspending. Burlington continues to be at the forefront of this movement, aligning its business model with customer sentiments and preferences while promoting a culture of mindful spending.
While the survey illustrates intriguing trends regarding consumer attitudes, they also underscore an important narrative about how the world of retail and holiday shopping experiences is evolving in response to changing consumer behavior and economic realities. As such, the 2026 holiday season promises to be an exciting period for those focused not just on spending, but on the thrill of the search for the perfect gift as well.