Burlington Survey: 80% of Shoppers Hold Holiday Budgets Despite Cost Fears
Burlington, N.J. – October 12, 2026 -- Eighty percent of U.S. adults expect to spend the same amount or more on holiday shopping this year than last, even as 58% of those respondents worry about exceeding their budgets, according to a Wakefield Research survey commissioned by off-price retailer Burlington Stores.
Budget anxiety peaks among parents and Gen Z parents
Concern about overspending rises to 69% among parents and 77% among Gen Z parents. The Gen Z parent subgroup totals 100 respondents, with a margin of error of plus or minus 9.8 percentage points.
Burlington says shoppers plan to stretch budgets through "dupe" products and in-person shopping.
Deal hunting turns a smaller budget into motivation for 58% of Americans
For 58% of respondents, shopping on a smaller holiday budget is exciting because of the hunt for the best deals. Another 87% say getting a great deal is more satisfying than owning a luxury item.