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U.S. shoppers say they expect to start holiday shopping early: 58% planned to shop before Thanksgiving, two in five expected to begin by the end of October, and 29% said they planned to start earlier than the year before. Those are reported intentions—not evidence of when people actually shop or how much they ultimately spend.
What the survey says about holiday spending plans
An October 2, 2026, eCommerceNews report attributes the findings to a PayPal survey conducted by Morning Consult among 2,005 U.S. adults. The report says 64% expected to spend the same amount or more than in the prior holiday season, while 58% reported greater financial concern heading into the holidays.
The figures describe respondents’ expectations and perceptions, not completed purchases or final holiday spending. The article does not provide the survey’s field dates, question wording, or sampling and weighting details, so the percentages should be read as reported survey results rather than independently verified measures.
When shoppers said they would start
| Reported plan | Share |
|---|---|
| Shop before Thanksgiving | 58% |
| Begin by the end of October | Two in five |
| Start earlier than the year before | 29% |
All figures in the table are reported by eCommerceNews from the PayPal/Morning Consult survey of 2,005 U.S. adults; the article does not state the survey field dates.
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How respondents said they would manage costs
Budget discipline and price-conscious tactics featured prominently in reported plans. The survey report says 36% named setting and sticking to a budget as their main way to manage spending, 32% named comparing prices, and 31% named waiting for sales or promotions.
Rewards and cash back also figured in stated shopping preferences: 67% said they were more likely to shop with a retailer offering them, and 55% said they had rewards available to use for holiday shopping. More than two-thirds said they were willing to use saved rewards toward gifts.
What shoppers expected to buy
The most frequently reported purchase categories were clothing, toys and games, and beauty, personal care, and fragrance. These percentages indicate categories respondents said they were considering, not observed retail sales.
| Category | Share reporting it |
|---|---|
| Clothing | 52% |
| Toys and games | 38% |
| Beauty, personal care, and fragrance | 32% |
Category shares are reported by eCommerceNews from the PayPal/Morning Consult survey of 2,005 U.S. adults; the article does not state the survey field dates.
What the report says about buy now, pay later
The report says 55% of respondents had used or considered buy now, pay later (BNPL). Among that group, three-quarters planned or considered using it for holiday shopping. The article names PayPal Pay in 4 and Pay Monthly, but these survey findings do not establish whether any affiliate program is available.
Among respondents who had used or considered BNPL, 59% cited budget control and 59% cited spreading purchase costs as reasons for considering it. Sixty percent valued flexibility in when and how to pay, and 60% valued access to promotions. The report also says 42% of respondents said BNPL availability would make them more likely to purchase; 56% said it could help with the cost of a higher-value gift, and 57% said it could help with buying for several people.
These are reported attitudes and intentions, not evidence that BNPL reduces the total cost of a purchase or improves a household’s finances. The article reports no results on repayment outcomes.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What these figures do—and do not—show
The report points to a combination of early planning and efforts to stretch budgets: respondents described starting sooner, setting spending limits, comparing prices, looking for promotions, and using rewards. At the same time, many expected to spend as much as or more than the prior season despite reporting greater financial concern.
Because the source reports plans rather than transactions, it cannot establish whether shoppers followed through, whether spending increased, or which retailers and products benefited. The underlying survey release and methodology are not included in the article, so more detailed conclusions about representativeness or year-over-year behavior are not established.
Source: eCommerceNews, “US shoppers plan earlier holiday spending, PayPal says,” October 2, 2026.
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