#United States #holiday shopping #Stamford #Synchrony #Retailers

Consumers Show Loyalty to Trusted Retailers This Holiday Season

As the holiday season approaches, a new survey by Synchrony reveals that consumer preferences are shifting significantly. The findings from Synchrony's latest report, titled In Sync with Consumers, indicate that a majority of shoppers are favoring well-known retailers over unknown brands this year. With 83% of consumers stating they plan to conduct most of their holiday shopping with retailers they know and trust, it is clear that familiarity plays a crucial role in purchasing decisions.

Key Findings from the Survey

According to the survey:

• - Retailer Trust: A staggering 80% of consumers will check offers from their favorite retailers before exploring other options. In fact, 55% express a desire to support local retailers and small businesses, marking a 5-point increase from the previous year.
• - Selective Spending: 28% of consumers are becoming more discerning in their holiday purchasing habits, choosing carefully where and what to buy.

Darrell Owens, EVP and CEO of Lifestyle at Synchrony, emphasized the power of trust in retail, noting, "While trust may get retailers the initial look, clear and distinct value propositions will convert shopper interest into actual sales." This highlights the importance of creating compelling offers and providing flexible payment options that cater to holiday shoppers' needs.

Utilizing Rewards and Payment Options

As consumers increasingly seek the best deals during the holidays, many are coupling their quest for discounts with strategies that make their spending more efficient.

• - Rewards Utilization: A significant 66% of consumers plan to redeem retail rewards they've accrued, an increase of 13 points from last year.
• - Financing Options: A growing number are looking to credit card rewards, with 58% intending to use specific credit cards for cash-back benefits. Additionally, 42% have expressed interest in financing options that allow them to break purchases into manageable payments—an increase of 12 points compared to the previous year.
• - Store Cards: With offers like discounts on initial purchases, 40% of shoppers would be inclined to apply for retailer-specific cards, marking an 8-point rise from 2025.

Where Are Consumers Spending?

On average, holiday shoppers expect to spend around $1,034 this season. The most popular categories for gifts include:

• - Gift Cards: 62%
• - Clothing and Accessories: 60%
• - Electronics: 32%
• - Entertainment (shows, concerts, etc.): 22%

Retail environments are also shifting, with big box retailers and online marketplaces leading the charge as the preferred shopping destinations. About 61% of consumers plan to shop at large retail outlets, with 60% favoring online platforms. Other popular shopping locations include discount retailers and dollar stores at 39%, and department stores at 36%.

Conclusion

The 2026 holiday shopping landscape presents golden opportunities for retailers, especially those who have fostered trust with their customers. As consumers look to balance special gift-giving with financial responsibility, it’s essential for brands to deliver on value and transparent offers. By providing relevant rewards and making financing options easily accessible, retailers can significantly enhance consumer confidence, driving not just sales this holiday season, but potentially establishing lasting loyalty well into the future.

For businesses, these insights emphasize the importance of tailoring marketing strategies to align with consumer trends, particularly by leveraging relationships that prioritizes trust and rewards. With these strategies in mind, retailers can navigate the complexities of holiday shopping and position themselves for success in the ever-competitive market.