Black Friday is two weeks away, and many shoppers are not buying the hype. Two new surveys released this week paint a picture of holiday shoppers who are skeptical of big-box doorbusters, careful with money, and more interested in meaningful gifts and local stores.
Most shoppers think the deals got worse
In The Harris Poll’s 2026 holiday report, 79% of shoppers said sales are not as good as they used to be, and 72% called Black Friday and Cyber Monday more hype than real savings, according to a summary published November 12 by FingerLakes1. The poll surveyed 1,906 U.S. adults who planned to buy gifts, from October 8 to 13.
The skepticism does not mean people are skipping deals. In the same poll, 56% said they plan to wait for promotions and 59% plan to use rewards or loyalty points. But 59% also expect to make financial trade-offs to afford the season, such as scaling back or leaning on credit and savings.
Spending on what matters most
Shoppers told Harris Poll where they will protect their budgets:
- 69% would protect personal or meaningful gifts
- 66% would protect gatherings and shared meals
- 65% would protect gifts for children
- 56% said gifts or treats for themselves would be the first thing they cut
Almost a third (30%) said they would rather spend on being together than on exchanging gifts. When asked what they would like to receive, 19% picked a shared experience or outing, the most common single answer, while gift cards and cash together drew 34%.
That lines up with what we reported Friday on holiday gift budgets holding at about $1,000 even as many families feel squeezed.
Shop Small hits a high
A separate study released November 12 by American Express found that 88% of consumers are likely to shop at small businesses this holiday season, the highest level the company has recorded since 2012. The study, conducted by Teneo, surveyed 1,008 adults from September 9 to 11.
Shoppers said they go to small businesses to find memorable gifts (72%) and enjoy discovering new shops during the holidays (70%). Friend and family recommendations were the top way people chose a store (65%), ahead of online reviews (45%) and social media (39%). Small Business Saturday falls on November 28 this year.
Small business owners are getting ready, too: 96% said they are trying new strategies for the season, and 90% expect to use AI tools for marketing or operations, the Amex study found.
Why it matters for families
- Make a list before the sales start. Deciding what you need ahead of time keeps a “deal” from turning into an extra purchase.
- Check price history. If a sale price is the same as last month’s regular price, it is not a bargain.
- Try one experience gift. A museum day, a baking afternoon or a ballgame can mean more than another box under the tree.
- Shop local where you can. Small shops often carry unique gifts, and the money tends to stay in your community.
Read more: Pokémon Cards, Squishy Toys and Store Brands: What Shoppers Want
Do you still shop Black Friday, or have you given it up? Tell us why in the comments.
Sources: FingerLakes1, “Harris Poll: 59% of holiday shoppers expect financial trade-offs” (November 12, 2026); American Express, “More Consumers Say They Plan to Shop Small This Holiday Season Ahead of Small Business Saturday” (November 12, 2026)
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