Visa Survey Finds Physical Gifts Outrank Experiences in Holiday Spending Plans
Visa's 2026 Holiday Spending Shift Survey found 60% of U.S. adults prioritized travel and 55% live-event tickets as gifts, but 27% prioritized physical items over experiences. Visa forecasts U.S. holiday retail sales to rise 4.5% in Nov-Dec, with inflation-adjusted growth at 1.1%. Anonymized data showed high-income households increased airfare bookings and spending by 29% and 38%, respectively, from Sept 2025.
How this was made
The 30-second read
Why it matters
The data suggests a modest boost to payment‑processor revenues and potential upside for retailers, but the effect is limited to expectations rather than confirmed spending.
Market read
The survey offers a forward‑looking view of U.S. holiday consumer behavior, which may influence short‑term expectations for payment processors and retail stocks.
What to watch
The survey reflects intent, not actual spend; actual holiday sales could diverge due to economic headwinds.
Background
Visa's holiday spending survey provides early insight into consumer intent for the 2026 holiday season, highlighting a preference for physical gifts and increased travel ticket interest.
Ticker impact
Visa released its 2026 Holiday Spending Shift Survey showing higher planned holiday spending and a shift toward physical gifts.
slight upside as merchants anticipate higher transaction volume during the holidays
The survey indicates higher consumer spending and a 5.6% increase in planned holiday gift spend, which should boost Visa's transaction volumes.
Market effects
Retail and travel sectors may benefit from higher holiday spending, while experience‑based services could lag.
U.S. consumer‑focused stocks could see modest gains ahead of the holiday season.
Limited to U.S. markets; no direct global macro impact.
Counterpoint
If inflation remains high, consumers may cut back despite survey optimism, limiting Visa's upside.
Key entities
- companyVisa
U.S. payments network publishing the holiday spending survey.
