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FOR IMMEDIATE RELEASEAmerican Families to Spend $1.01 Trillion This Holiday Season; Personalized Gifts Lead the Way
SHERIDAN, Wyo., October 18, 2026 - American households are set to spend a record $1.01 trillion on holiday retail this year, according to the National Retail Federation's 2026 forecast, and personalized gifts are capturing a growing share of the family budget.
Newly compiled figures from the season's major retail trackers paint a picture of confident, deliberate holiday spending:
- Adobe Analytics projects $275.1 billion in US online holiday spending, up 6.7% year over year
- The National Retail Federation forecasts $1.01 trillion in total US holiday retail spending
- Mastercard SpendingPulse reports holiday retail sales up 5.5%
- Deloitte forecasts 4% growth in holiday retail
- The average consumer holiday gift budget runs $708 to $849
- 65.7% of shoppers purchase Christmas gifts before Thanksgiving
"What strikes me is not the size of the number, it is what the number is made of," said Syed Khalid Hussain, founder of SKH Radiant Expressions. "A trillion dollars is millions of families each deciding that the people they love are worth a few hundred dollars of meaning. When the budget is that deliberate, the gift has to say something real. That is why personalization keeps winning."
The data shows families protecting gift spending even as they cut elsewhere, with online channels taking a larger share each year. Adobe's 6.7% online growth figure suggests shoppers are increasingly comfortable buying emotionally significant gifts, including personalized jewelry, sight unseen.
Survey data adds the human detail: the average household sets aside $708 to $849 for gifts, and 65.7% of shoppers complete their buying before Thanksgiving, rewarding retailers who serve the planners.
"Every December I hear from customers who tell me the message card mattered more than the necklace," Hussain added. "The numbers confirm what we see every day. Families are not buying objects. They are buying the moment."
Retail analysts note the season's strength is broad-based: online spending climbing 6.7% to $275.1 billion even as total retail pushes past the trillion-dollar mark, with Mastercard's 5.5% sales growth and Deloitte's 4% forecast agreeing on the direction. For gift retailers, the combination of a $708 to $849 average budget and 65.7% early shopping means the customers with the clearest intentions arrive first. The company notes that personalized gifts with message cards continue to outperform generic alternatives among deliberate buyers. With 65.7% of shoppers buying before Thanksgiving, the company advises ordering personalized pieces in October to guarantee Christmas delivery.
SKH Radiant Expressions has published a full breakdown of the 2026 holiday spending figures, with methodology notes, at https://skhradiantexpressions.com/blogs/gift-inspiration-ideas/christmas-2026-gift-spending-statistics
About SKH Radiant Expressions LLC
SKH Radiant Expressions LLC is a Wyoming-registered American gift company specializing in personalized jewelry with message cards for life's most important relationships: wives, husbands, mothers, fathers, daughters, sons, and grandparents. Every piece is made to order in the United States. Learn more at https://skhradiantexpressions.com
Media contact:
Syed Khalid Hussain, Founder
SKH Radiant Expressions LLC
https://skhradiantexpressions.com