Shoppers Are Making Their Lists and Checking Their Favorite Retailers First

Key Highlights

• New Synchrony research finds 83% of consumers agree they plan to do most of their holiday shopping with retailers they know and trust
• 66% of consumers agree they plan to use retailer rewards they've earned this holiday season, up 13 percentage points from 2025
• 28% of consumers are taking a more selective approach to holiday spending with what and where they buy

STAMFORD, Conn., Nov. 9, 2026 /PRNewswire/ -- Holiday shoppers are making their lists, and familiar retailers are getting the first look.  Synchrony (NYSE: SYF), a leading consumer financing company, today released holiday findings from its In Sync with Consumers survey showing loyalty, rewards and flexible payments are shaping where and how people will shop this season.

"Trust may get retailers the first look, but clear, differentiated value is what turns shopper interest into sales," said Darrell Owens, EVP & CEO, Lifestyle at Synchrony. "Consumers want to make the holidays special while still being thoughtful about what they spend. Retailers can meet them in that moment with compelling offers, relevant rewards and flexible payment choices that help shoppers manage their budgets, feel more confident about their purchases and keep coming back."

Shoppers' own favorite retailers get a holiday head start

Consumers are starting their holiday shopping with the retailers they already know:

• 83% agree that they plan to do most of their holiday shopping with retailers they know and trust
• 80% agree that they will check favorite retailers for holiday offers before considering other sources
• 55% agree that they plan to support more local retailers and small businesses, up 5 percentage points from 2025
• 28% of consumers are taking a more selective approach to holiday spending with what and where they buy

The findings show that trusted relationships can create holiday opportunities for businesses of every size, from national brands to neighborhood retailers.

Shoppers use 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 points year over year, many are pairing that search with rewards and payment options that help their dollars go further:

• 66% agree they plan to use retailer rewards they've earned, a 13-point jump from last year.
• 58% agree they plan to use specific credit cards to take advantage of rewards points or cash back.
• 42% agree they are looking for financing deals to split up their purchases into smaller payments, up 12 points year over year.
• 40% agree they would apply for a store card that offered a discount on their first purchase, an 8-point increase from 2025.

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.

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%)
• 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%).

Frequently Asked Questions

Q1: What is the significance of this announcement?

A1: The survey distinguishes where shoppers start from how they decide to buy: trusted retailers have an advantage but must still earn the purchase.

Q2: How do 2026 holiday shopping trends compare to last year?

A2: Compared to 2025, the Synchrony survey findings show increases in shoppers planning to use earned retailer rewards and interest in financing offers. Plans to support more local retailers and small businesses rose to 55%, up 5 percentage points from 2025, while 75% of consumers agree they go out of their way to find the best price, up 9 percentage points year over year. These are reported intentions, not completed purchases.

Q3: What do these holiday shopping findings mean for retailers?

A3: Make relevant products, earned rewards and offer terms easy to find and understand so shoppers can make informed choices.

About Synchrony

Synchrony (NYSE: SYF) is a leading consumer financing company that has been at the heart of American commerce and opportunity for nearly a century. Synchrony delivers credit and banking products that empower tens of millions of consumers to improve their financial lives and access what matters most. Leveraging innovative solutions that are shaping the future of retail commerce, Synchrony supports the growth and success of some of the nation's most respected brands, alongside hundreds of thousands of small and midsize businesses, including health and wellness providers. Committed to excellence in service and culture, Synchrony is honored to be ranked the #1 Best Company to Work For® in the U.S. by Fortune magazine and Great Place to Work®. For more information, visit www.synchrony.com.

*Methodology: Survey captures sentiment from a broad, nationally representative sample of 1,092 U.S. consumers aged 18 and older, balanced to reflect U.S. Census demographics. These results were collected between October 1, 2026 and October 6, 2026.

Media Contact

Ashley Tufts
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SOURCE Synchrony