Holiday 2026: A Three-Part Series on Resilient, Selective Demand (Part Two)

This is part 2 of a 3-part blog series diving into Circana's 2026 holiday report. Read part 1 Holiday 2026: Demand Is Resilient- but Selective. 

Holiday 2026: Value Is a Strategic Imperative 

Price sensitivity will influence nearly every category and channel this holiday season. Fifty-seven percent of consumers rate the economy as fair or poor, while 49% say they are spending less because their economic situation has changed or remains uncertain. At the same time, consumers expect prices to remain elevated, increasing the importance of transparent value and credible savings. 

Promotions will lead the savings playbook 

Among consumers changing their habits to save money, the most common actions include buying more items on sale or promotion, using card points and rewards, purchasing more store brands, and using loyalty programs more often. 

Shoppers also expect to compare lower-cost options, substitute cheaper products, buy bundled or value packs, and use price alerts. For retailers, this means value cannot be treated as a last-minute discount strategy. It must be communicated clearly across the full journey, from product discovery through checkout. 

Meaningful offers matter more than small discounts

There is an important distinction between a discount and a compelling offer. Circana finds that 53% of consumers say small discounts of 10% to 20% do not motivate them to purchase something they were not already planning to buy. 

Retailers should therefore focus on offers that feel meaningful, relevant, and easy to understand. Stronger price points, bundles, loyalty benefits, free shipping, and added convenience can all help reinforce the value of a purchase. 

The goal is not simply to reduce prices. It is to give shoppers a clear reason to choose a product, brand, or retailer over the alternatives. 

For more insight into holiday-value expectations and promotional strategies, visit the 2026 Circana holiday report.