Synchrony Survey: 83% of Holiday Shoppers Stick to Trusted Retailers
Stamford – November 10, 2026 -- Some 83% of U.S. consumers plan to do most of their holiday shopping with retailers they know and trust, according to new holiday findings from Synchrony's In Sync with Consumers survey. Rewards and financing are also gaining weight in purchase decisions, with several measures up double digits on 2025.
Favorite retailers get the first look at holiday budgets
Some 80% of respondents said they will check favorite retailers for holiday offers before considering other sources. Another 55% plan to support more local retailers and small businesses, up 5 percentage points from 2025. Meanwhile, 28% are taking a more selective approach to what and where they buy.
Darrell Owens, EVP and CEO, Lifestyle at Synchrony (NYSE: SYF), said trust earns retailers the first look, but clear, differentiated value converts interest into sales.