U.S. shoppers say they expect to start holiday shopping early: two in five plan to begin by the end of October, and 58% say they plan to shop before Thanksgiving. Those are intentions reported in a PayPal-commissioned survey, not a count of purchases already made or a forecast of final holiday sales.
What the survey says about when shoppers will start
An eCommerceNews report dated October 2, 2026, says Morning Consult surveyed 2,005 U.S. adults for PayPal. According to the report, 29% planned to start earlier than they had the year before. The report does not provide the survey field dates, exact question wording, or weighting details, so the percentages should be read as the article’s account of respondents’ stated plans.
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Read the eCommerceNews report.
Earlier planning does not mean shoppers feel unconstrained
The survey report presents a tension: 64% expected to spend the same or more than during the previous holiday season, while 58% said they felt more financial concern heading into the holidays. Both figures describe expectations or reported sentiment, not actual spending.
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Reported strategies included setting and sticking to a budget (36%), comparing prices (32%), and waiting for sales or promotions (31%). These are the approaches respondents named; the report does not say whether shoppers ultimately used them or how much they saved.
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Rewards and cash back
According to the report, 67% were more likely to shop with a retailer offering rewards or cash back, and 55% said they had rewards available for holiday shopping. More than two-thirds said they were willing to use saved rewards toward gifts. These results describe reported preferences and availability, not a measured effect on purchases.
Buy now, pay later
PayPal’s survey report says 55% had used or considered buy now, pay later (BNPL). Among that group, three-quarters planned or considered using it for holiday shopping. Within the same group, 59% cited budget control and 59% spreading costs as reasons for considering BNPL; 60% valued flexibility in when and how to pay, and 60% valued access to promotions.
The report also says 42% of BNPL users or considerers would be more likely to purchase if BNPL were available; 56% said it could help with the cost of a higher-value gift, and 57% with buying for several people. These are stated views, not evidence that BNPL lowers the total cost of a purchase. The article names PayPal Pay in 4 and Pay Monthly, but does not establish the terms or availability of either for an individual shopper.
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The leading reported purchase categories were clothing (52%), toys and games (38%), and beauty, personal care, and fragrance (32%). These are survey category shares, not observed retail sales or a ranking of products actually purchased.
Quick Recap
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