Prices at the pump are influencing how and where shoppers will spend
Holiday spending plans remain modest, but steady from last year: 54% plan to spend the same, 27% more and 19% less. But shopping behaviors may shift as shoppers grapple with this year's grinch — gas prices. Read on for the details — and for how AI may influence shoppers — from Bread Financial’s first consumer survey of the holiday 2026 shopping season.
Gas price impact
Most (79%) report that gas prices are impacting holiday shopping plans this year (highest among Gen Z, at 89%). As a result, shoppers are making fewer trips and reconsidering where they might shop this year.
How gas prices are impacting holiday plans
Among holiday shoppers
AI's helping hand
Watching for sales is still a top way shoppers plan to rein in spending, but this year, 71% are open to an AI-powered assist when deal-hunting and
for other activities. Gen Z and millennials (at 81% each) are most likely to use AI this year.
Top ways holiday shoppers plan to leverage AI
Among holiday shoppers
Financing influencing spend
Watching for sales is still a top way shoppers plan to rein in spending, but this year, 71% are open to an AI-powered assist when deal-hunting and
for other activities. Gen Z and millennials (at 81% each) are most likely to use AI this year.
Credit card offers (net) could entice additional holiday spend
Holiday shoppers by generation
Key takeaway: Gas prices may steer the sleigh this season
With 79% of shoppers adjusting plans due to gas prices, 71% open to AI-powered assists and 51% who might let a credit-card offer sway payment choice, value and convenience may well decide where dollars land. Marketers may want to make pickup and delivery options easy to compare, help promotions surface in AI-assisted search and lead with cardholder discounts that could capture consolidated trips.
Source: Bread Financial Holiday Look Ahead survey, Sept-26
About Bread Financial®
Bread Financial® (NYSE: BFH) is a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions to millions of U.S. consumers. Our payment solutions deliver growth for some of the most recognized brands in travel & entertainment, health & beauty, technology, electronics, jewelry, home and specialty apparel through our co-brand and private label credit cards and pay-over-time products providing choice and value to our shared customers. Additionally, we offer Bread Financial general purpose credit cards and saving products that empower our customers and their passions for a better life.
Bread Financial proudly marks 30 years of success in 2026. To learn more about our global associates, our performance and our sustainability progress, visit breadfinancial.com or follow us on Instagram and LinkedIn.
