Retailers Lead Holiday Shopping as Consumers Use Earned Rewards

STAMFORD, Conn., Nov. 9, 2026 /CourierPR/ -- New Synchrony research reveals that 83% of consumers agree they plan to do most of their holiday shopping with retailers they know and trust, a sentiment that has remained consistent with the findings from the previous year. This trust in familiar retailers is further bolstered by the fact that 66% of consumers agree they will use retailer rewards they've earned this holiday season, a 13 percentage point increase from 2025.

The survey also highlights a more selective approach to holiday spending, with 28% of consumers opting for a more selective approach to what and where they buy. This shift in consumer behavior is particularly noticeable in their support for more local retailers and small businesses, with 55% of consumers agreeing to support these businesses, up 5 percentage points from 2025.

Consumers are starting their holiday shopping with the retailers they already know, with 80% agreeing that they will check favorite retailers for holiday offers before considering other sources. This trust in familiar retailers is not limited to national brands, as 55% of consumers plan to support more local retailers and small businesses.

Consumers are also using rewards and financing to get the best deal. With 75% of consumers agreeing they go out of their way to find the best price, up 9 percentage points from 2025, many are pairing that search with rewards and payment options that help their dollars go further.

Specifically, 66% of consumers agree they will use retailer rewards they've earned, a 13 percentage point increase from the previous year. Additionally, 58% of consumers plan to use specific credit cards to take advantage of rewards points or cash back, while 42% agree they are looking for financing deals to split up their purchases into smaller payments, up 12 percentage points from the previous year.

Interestingly, 40% of consumers are considering applying for a store card that offers a discount on their first purchase, an 8 percentage point increase from 2025.

Where holiday dollars are going, consumers expect to spend an average of $1,034 on holiday gifts this year. The top gift categories include gift cards (62%), clothing and accessories (60%), electronics (32%), and entertainment such as shows or concerts (22%). Big box retailers (61%) and online marketplaces (60%) lead the list of places consumers have shopped or plan to shop this holiday season, followed by discount retailers and dollar stores (39%) and department stores (36%).

When asked how they use rewards, 36% report actively using rewards or cash back to offset costs, while 29% will use them if they happen to have rewards available when paying.

Shoppers' own favorite retailers get a holiday head start, with 83% agreeing that they plan to do most of their holiday shopping with retailers they know and trust, and 80% agreeing that they will check favorite retailers for holiday offers before considering other sources. This trust in familiar retailers is not limited to national brands, as 55% of consumers plan to support more local retailers and small businesses, up 5 percentage points from 2025.

The findings show that trusted relationships can create holiday opportunities for businesses of every size, from national brands to neighborhood retailers. Retailers must continue to earn the first look from consumers and must also offer clear, differentiated value to turn shopper interest into sales.

When asked how they use rewards, 36% report actively using rewards or cash back to offset costs, while 29% will use them if they happen to have rewards available when paying. Retailers can meet shoppers in this moment by offering compelling offers, relevant rewards, and flexible payment choices that help shoppers manage their budgets, feel more confident about their purchases, and keep coming back.

The survey also shows that consumers expect to spend an average of $1,034 on holiday gifts this year, with the top categories being gift cards (62%), clothing and accessories (60%), electronics (32%), and entertainment such as shows or concerts (22%). Big box retailers (61%) and online marketplaces (60%) lead the list of places consumers have shopped or plan to shop this holiday season, followed by discount retailers and dollar stores (39%) and department stores (36%).

When asked about their holiday shopping intentions, 66% of consumers plan to use retailer rewards they've earned, a 13 percentage point increase from the previous year. Additionally, 58% of consumers plan to use specific credit cards to take advantage of rewards points or cash back, while 42% agree they are looking for financing deals to split up their purchases into smaller payments, up 12 percentage points from the previous year.

Interestingly, 40% of consumers are considering applying for a store card that offers a discount on their first purchase, an 8 percentage point increase from 2025. Retailers can meet shoppers in this moment by offering compelling offers, relevant rewards, and flexible payment choices that help shoppers manage their budgets, feel more confident about their purchases, and keep coming back.

In conclusion, the survey shows that consumers are starting their holiday shopping with the retailers they already know and trust, and are using rewards and financing to get the best deal. Retailers must continue to earn the first look from consumers and must also offer clear, differentiated value to turn shopper interest into sales.