Bank of America Study: Early December Could Overtake Black Friday as the Peak Holiday Shopping Window This Year
PR Newswire•29/10/2026•09:00 ET
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Key Highlights
- ➤Early-to-mid December shopping rises to 29%, up from 19% in 2025
- ➤Black Friday shopping concentration falls to 17%, down from 25%
- ➤87% expect holiday spending steady or lower; just 12% plan to spend more
- ➤Credit cards preferred by 49% of consumers, up from 32% in 2025
- ➤AI shopping adoption drops: 72% will not use AI, up from 49%
Expert Statements
Mary Hines Droesch, Head of Consumer and Small Business Products and Analytics at Bank of America
“Consumers are being more deliberate this year, from setting their own timelines to staying focused on their budgets. At the same time, our Bank of America spending data shows the season is off to a healthy start.”
Bank of America Study: Early December Could Overtake Black Friday as the Peak Holiday Shopping Window This Year PR Newswire
29% of Americans say they plan to do most of their shopping in early to mid-December this holiday season, compared with 17% on Black Friday
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