The average American household plans to spend $1,654 on the holidays this year, up 4% from last year, according to Deloitte’s annual Holiday Retail Survey, released Oct. 15. Shoppers say they’re determined to celebrate, but they’re watching every dollar, starting early and leaning into gifts they can experience.
Here’s what the survey found, and a few ways it plays out for shoppers across San Diego County.
- Average household holiday spending is expected to reach $1,654, up 4% from 2025.
- More of that is going to gifts and goods ($988, up 10%) and less to holiday outings ($666, down 4%).
- Half of shoppers plan to give an experience this year, led by restaurant meals and gift cards.
What the survey found
- Younger shoppers are carrying the season. For the first time in the survey’s 41-year history, Gen Z and millennials are expected to account for half of all holiday spending.
- Value is the strategy. About 38% of shoppers qualify as “holiday value seekers” who shop promotions, redeem rewards and choose store brands. They still plan to spend 12% more than everyone else.
- The season started early. One in four shoppers already bought holiday items during June sales, and 28% expect their budget to be mostly spent by the end of October.
- Online leads, but not for everything. Shoppers plan to spend 55% of their retail budget online, yet 81% still prefer buying food and drinks in person.
Half of shoppers plan to give an experience this year, and most of them want to wrap something up to go with it.
Experiences are the gift of the year
Fifty percent of shoppers plan to gift an experience, up from 39% two years ago. Restaurant meals or gift cards lead the way, followed by event tickets, and 79% of those shoppers want to pair the experience with something physical.
That’s an easy fit around San Diego County, where a gift card to a favorite neighborhood restaurant, paired with something from a local maker, checks both boxes and keeps the money close to home.
Shop small on Nov. 28
Small Business Saturday, the Saturday after Thanksgiving, falls on Nov. 28 this year. Business districts across the county typically mark the day with their own deals and events, so check your neighborhood business association’s website or social pages as the date gets closer.
Looking for more ways to spend the season close to home? Browse SD SCENE for things to do around the county, and SD LIFE for neighborhood traditions and local favorites.
