Early December could eclipse Black Friday as peak holiday shopping period, Bank of America says
BAC•Bank of America’s study indicates early December could overtake Black Friday as the peak holiday shopping period in 2026; 48% of consumers expect holiday spending to stay unchanged from last year, while 39% plan to spend less.
1. Holiday shopping outlook
Bank of America’s study indicates early December could overtake Black Friday as the peak holiday shopping window in 2026. Holiday spending was increasing at a solid pace through September despite cooler consumer sentiment. Only 38% of consumers have shopped or plan to shop earlier, down from 52% in 2025. Nearly half expect spending to remain unchanged from last year, up from 39% in 2025; 39% plan to spend less on gifts and 12% expect to spend more.
