The 2026 holiday shopping season is shaping up to be steady and resilient as retailers expand to meet shoppers’ needs.
Deloitte projects holiday retail sales will grow 4.0% to 4.8% this season, reaching $1.70 trillion to $1.71 trillion from November through January. Shoppers are still feeling the squeeze, though. Consumer confidence has dropped sharply over the past year, and many households have less savings to fall back on.
Online shopping keeps growing, too. Deloitte expects holiday e-commerce sales to rise 7.5% to 8.4%, reaching $316.1 billion to $318.9 billion. Even with tighter budgets, most shoppers aren't giving up on gifts. A PwC survey found consumers expect to spend an average of $708 on gifts this year, down just 2% from last year. Instead, many are cutting back in other areas, like travel, and using AI tools to research products and compare prices. Planning ahead can help you stretch your holiday budget.
With online shopping increasing, scams will also be prevalent. Online purchase scams made up 28.4% of all scams reported to BBB Scam Tracker in 2025, making them the third riskiest scam type. Rising costs could push more shoppers toward deals that seem too good to be true.
BBB has top holiday shopping tips on how to stay away from scams and unlock holiday success.
Look for the BBB Seal. BBB Accredited Businesses pledge to uphold the BBB Standards for Trust and to deal fairly with consumers. If a business displays a BBB seal, verify it by going to BBB.org.
Research before you buy. Use BBB.org and shopper reviews to do your homework before paying. Also, read our tips for spotting phony reviews. Check the store's return policy and see if they offer money back or store credit. Check to see if the product you buy comes with a warranty or if the store offers one.
If the deal looks too good to be true, it probably is. The price was the top motivating factor for people who made a purchase and lost money. Don’t shop on price alone.
Beware of fake websites: Check the URL, watch for bad grammar, research the age of the domain, and search for contact information. See BBB’s tips for identifying a fake website. Also, beware if you get a "card declined" message while purchasing; it could be part of a new twist on card theft involving declined cards.
Professional photos do not mean it’s a real offer. Website photos can motivate users to engage with scammers, especially for pets and pet supplies, clothing and accessories, and vehicles. Don't be swayed by a flashy website or ad.
Make sure the website is secure. Look for “HTTPS” in the URL (the extra s stands for “secure”) or a small lock icon in the address bar. Never enter payment or personal information into a website with only “HTTP”—it is NOT secure. Slow down to be sure!
Be careful purchasing sought-after products, especially on social media. The risk of online purchase scams rises during the holidays, and scammers often offer the most popular products for the season at low prices. Don't be tempted to use an unknown or insecure site just to get a good deal.
Use secure and traceable transactions and payment methods. According to BBB's research, those who paid with a credit card were less likely to lose money. Be cautious when using digital wallet apps, prepaid money cards, or other non-traditional payment methods. Learn more about payment types and how to use each safely.
Be wary of shipping updates or delays via email or text. Look closely to make sure it is a legitimate business. Avoid clicking on the tracking link; go to the 'shipper's website and type in the code to see if it is real.
Report unsatisfactory purchase experiences to BBB. If you are unhappy with a purchase, file a complaint at BBB.org/complaint. If you never got what you paid for, consider reporting it to BBB Scam Tracker to help other consumers avoid being scammed.
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