Most Holiday Shoppers Will Stick to Trusted Retailers, Survey Finds
New Synchrony research shows consumers are leaning on familiar brands and loyalty rewards heading into the holiday shopping season.
A large majority of consumers plan to concentrate their holiday spending at retailers they already know and trust, according to new research from Synchrony. The survey found that 83% of respondents agreed they intend to do most of their seasonal shopping with established, familiar brands rather than experimenting with new merchants.
Loyalty rewards are shaping up to be a significant driver of purchase decisions this holiday cycle. Some 66% of consumers said they plan to redeem retailer rewards they have accumulated, a notable jump of 13 percentage points compared to figures reported in 2025, suggesting that reward programs are gaining traction as a meaningful incentive for repeat business.
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The findings point to a broader pattern of risk-averse consumer behavior during the holiday period, with shoppers gravitating toward predictability in both retailer relationships and payment methods. For merchants, the data underscores the competitive advantage held by retailers that have invested in building trust and robust loyalty ecosystems over time.
The survey also captured additional consumer sentiment data, with 28% of respondents flagging separate but related spending considerations — details that round out a portrait of a shopper base that is deliberate and value-conscious as it heads into one of the most commercially intensive periods of the year. Analysts note that the uptick in rewards redemption could compress margins for some retailers even as it drives foot traffic and repeat visits.
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