US Holiday Shopping Destinations: Four NRF Survey Results, 2026
Key Findings
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Online leads in share planning to shop at destination (%) with 53 in 2026.
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Average share planning to shop at destination (%) in 2026: 45.25 · median: 43.
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Gap in 2026: Online is 1.3× larger than Department stores.
About This Dataset
US Holiday Shopping Destinations: Four NRF Survey Results, 2026
Online shopping is planned by 53%, compared with 43% for grocery stores, 43% for discount stores and 42% for department stores. All four destinations quantified in NRF’s October release are shown.
NRF and Prosper Insights & Analytics surveyed 8,094 US adults on October 1–7, 2026; the reported margin of error for the overall survey is ±1.1 percentage points. The release reports selected results, not the complete questionnaire. These are stated intentions ahead of the winter holidays, not observed purchases or a forecast of sales by channel.
One person may use several destinations, so these percentages are not shares of a single spending total and must not be added to 100%. Grocery stores and discount stores are tied at the published precision. Online leads every individual store type displayed, but this does not establish that it exceeds all physical shopping combined.
Sources checked October 26, 2026. Equal values represent ties; display order does not break a tie.
NRF and Prosper Insights & Analytics surveyed 8,094 US adults on October 1–7, 2026; the reported margin of error for the overall survey is ±1.1 percentage points. The release reports selected results, not the complete questionnaire. These are stated intentions ahead of the winter holidays, not observed purchases or a forecast of sales by channel.
One person may use several destinations, so these percentages are not shares of a single spending total and must not be added to 100%. Grocery stores and discount stores are tied at the published precision. Online leads every individual store type displayed, but this does not establish that it exceeds all physical shopping combined.
Sources checked October 26, 2026. Equal values represent ties; display order does not break a tie.
Analysis
Online is 10 percentage points ahead of either grocery or discount stores. The one-point gap between those stores and department stores should not be treated as a proven statistically significant difference.
Data Insights
Numbers, trends & sources behind this chart
Methodology & source
- Data source
- NRF / Prosper Insights & Analytics — October 20, 2026 holiday survey
- Coverage
- 4 entities · 2026 · 4 observations
- Measure
- share planning to shop at destination (%)
- Last updated
- 26 October 2026
- Compiled by
- The ANYSTAT team, from the source above
How the figures are calculated
- Values use the measure and unit named on this page. Consult the dataset description and cited source for coverage, definitions and any unit conversions. Displayed values may be rounded for readability.
- Entities are ranked highest-first on their value in 2026.
Data Sources & References
All external sources cited in this dataset
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