Holiday shopping keeps moving online. In 2026, shoppers are expected to spend more through retail websites than ever before.
First published: December 2007. Updated: October 2026 with current online holiday sales trends, Cyber Week data, and safer shopping tips.
Online holiday sales keep growing
Adobe forecasts U.S. online holiday sales will reach $275.1 billion from November 1 through December 31, 2026.
That would mark a 6.7% increase from the prior year.
Cyber Week should remain the busiest stretch of the season.
Adobe expects Cyber Week to drive about $47.5 billion in online spending.
Shoppers want deals and basics
Holiday shoppers still want gifts. They also want value.
Many shoppers now use holiday discounts to stock up on everyday needs.
That includes clothing basics, baby products, pet items, household cleaners, and personal care products.
AI now helps people shop
Search engines still matter. Social media still matters. AI shopping tools now matter too.
Shoppers use them to compare products, find deals, check reviews, and reduce guesswork.
Retailers should write clear product pages. Buyers should still verify prices, shipping dates, and return rules.
Smart online shopping tips
- Compare the final price, not just the sale price.
- Check shipping deadlines before you buy.
- Use trusted retailers for expensive gifts.
- Read return rules before checkout.
- Watch for fake stores, copied product images, and strange payment requests.
What this means for small retailers
Small retailers can still compete during the holiday rush.
They need clear offers, fast answers, honest delivery dates, and simple checkout steps.
Local stores can also use online research to bring shoppers into the store.
Holiday shopping Q&A
Q. Why do holiday online sales keep breaking records?
A. Shoppers like convenience, price comparisons, fast delivery, and online-only deals. Many also research gifts online before buying anywhere.
Q. When should I start holiday shopping online?
A. Start before Cyber Week if you need popular gifts, custom items, or guaranteed delivery before a holiday event.
Q. How can I avoid fake holiday deals?
A. Compare prices across trusted stores. Check reviews, shipping costs, return rules, and the seller’s real contact information.
Resources Center USA Writer Bio
Staff Writer, Resources Center USA. Our editorial team creates practical guides for families, shoppers, teachers, and small business owners. We focus on clear advice, useful examples, and timely updates.
