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In-Store Expected to Top Online Shopping this Holiday Season, According to New Alchemer Study
2026 Holiday Shopper Report finds U.S. consumers have tighter budgets, growing AI influence and high customer experience expectations heading into the holiday season
LOUISVILLE, Colo., July 29, 2026–(BUSINESS WIRE)–Alchemer, a leader in technology for feedback and customer experience and intelligence, today released its 2026 Holiday Shopper Report.Based on a survey of more than 1,000 U.S. consumers, the report examines the behaviors, expectations and frustrations expected to shape the 2026 holiday shopping season. Among the findings, the report reveals that more consumers plan to shop in person at brick-and-mortar stores than make purchases online this year.
“Our research shows that shoppers don’t expect retailers to reinvent the shopping experience, they just want them to get the basics right,” said Brian Henley, Vice President of Research Services, Alchemer. “Consumers are spending more carefully, using AI more often and expecting every interaction to be seamless. Retailers that offer a great experience in store and online while delivering good value will have a clear advantage this holiday season.”
In-store Will Top Online Shopping this Holiday Season
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35.8% of shoppers plan to shop in physical stores
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31.1% expect to shop online (retailer sites/apps)
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19.2% anticipate an even mix of online and in-store shopping
Inflation Continues to Influence Shopping Decisions
Economic pressures set the stage for holiday shopping in 2026, as consumers carefully evaluate every purchase.
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38.2% of shoppers say tighter budgets will have the biggest impact on their holiday spending
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Another 27% expect rising prices to influence their purchasing decisions
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Nearly seven in 10 shoppers (69%) rank price and value among the most important factors when deciding what to buy
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Significant price increases are the leading reason shoppers say they would abandon a retailer they otherwise like
Store Operations Significantly Impact Customer Satisfaction and Loyalty
Consumers have little patience for operational failures from retailers this holiday shopping season.
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41% say out-of-stock items are their biggest shopping frustration
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32.3% cite hidden fees at checkout
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30.6% point to slow checkout experiences
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47.7% never provide feedback after a poor experience, often because they don’t believe it will lead to meaningful change
AI Is Becoming Part of the Shopping Journey, with Limited Trust
Artificial intelligence (AI) is becoming a regular part of how consumers research products, but confidence in AI-generated recommendations hasn’t yet caught up with adoption.
