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Shopper Snapshot: Holiday Shopping Insights

By

Daniel Joyner

Daniel Joyner

Jan 15, 2026

Posted in:

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Circana’s early signals from Black Friday and Cyber Monday 2025 reveal a significant shift in spending behaviors. Unlike the consistency of previous years, income disparity is driving distinct patterns this season. Our new report analyzes these early trends, breaking down channel performance and forecasting what to expect in the final weeks before Christmas.

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Shopper Snapshot: Holiday Shopping Insights

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  • Writer: Daniel Joyner
    Daniel Joyner
  • Jan 14
  • 1 min read

Holiday Shopping Insights Report Highlights


  • Spending Diverges by Income: Unlike last year’s consistent spending across demographics, Black Friday and Cyber Monday levels diverged significantly this year. Lower-income households are pulling back spending relative to upper-income households.


  • Trip Value Shifts: Spend-per-trip increased 4% in-store to $47.24, while online basket sizes decreased 3% to $62.11. Notably, Mass and Home Hardware were the two largest channels to experience decreases in in-store trip value.


  • Overall Season Outlook: While receipt data is still incomplete, early indicators suggest the season is tracking toward an overall decline in spending levels compared to last year, which benefited from heavier pre-Black Friday activity.


  • The Final Stretch: Expect online sales to remain relatively strong through the current week. In-store and BOPIS (Buy Online, Pick Up In-Store) trips will likely heat up this weekend and into the final shopping week, with lower-income groups expected to drive late-season traffic.

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Complete the form below to download a copy of the full report Shopper Snapshot: Holiday

About the author

Bringing extensive experience in survey and longitudinal panel research, Daniel Joyner has studied consumers’ shopping and purchasing behaviors since joining Circana in 2004. In his two decades with Circana, Joyner has designed and led hundreds of consumer research projects, including new product and package tests, ad messaging and content evaluations, price sensitivity analyses, brand health tracking, and consumer segmentation.


As a previous member of the start-up team for the Checkout receipt panel, Joyner played a pivotal role in developing many first-to-market POS-calibrated longitudinal buyer analytic methodologies. His deep expertise in customer behavior and consumer panel analytics made Joyner a trusted advisor to many brands and retailers, helping them leverage panel research to uncover new growth opportunities and improve their marketing strategies.


Joyner’s research is anchored in the fundamental truth of consumer behavior: Loyalty is fleeting, and brands must constantly innovate to stay relevant. Passionate about transforming the way brands think about their customers, his insights equip brands to adapt, innovate, and thrive in today’s competitive omnichannel marketplace by embracing consumer-first strategies.

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