What’s winning baskets this holiday season?

Between financial pressures, spending plans, and brand loyalty, a lot of influences are converging this holiday season. But how do they actually shape consumer spending? Ibotta ran a consumer survey in August to find out.

Their report, 2026 Holiday Outlook: What Shoppers Are Telling Us About A Season Already Underway, has all the tea. It reveals when the shopping season really starts (spoiler: earlier than you think), what shoppers are stressed about, and what strategies they’re using to offset financial strain.

But the juiciest bit? Ibotta identified the single biggest influence on what consumers are buying this holiday season. Want to take a guess at what it is? Or start a betting pool on your team? Do your thing and check out the report to see the answer.