Consumers may be worried about the economy, but they are not necessarily cutting their holiday budgets. Forty-three percent of consumers plan to spend more during the 2026 peak season, while 39% expect to spend about the same. Only 18% plan to spend less, compared to 28% in 2025.
These findings and more are highlighted in the 2026 Peak Season Consumer Report from Kenco, one of North America’s leading third-party logistics (3PL) providers. Kenco surveyed North American consumers to understand the attitudes shaping peak season purchases and the implications for retailers and their supply chain partners.
Other key findings from the survey include:
- Consumer expectations around fulfillment continue to grow as 73% consider free shipping standard when shopping online, 48% expect two-day delivery, 47% expect free returns, and 40% expect real-time tracking.
- Reverse logistics influences purchasing behavior as 82% say a return policy is important or very important when deciding where to shop, and 24% say a poor return experience could cause them to stop shopping with an online retailer.
- Shipping visibility during delays is critical for consumers as 35% want an updated delivery date, 29% want a proactive notification before they have to ask, and 29% want an explanation for the delay.
- Social channels and generative AI will largely influence peak season shopping, with 60% saying they are likely to use an AI tool to help with peak season shopping, and more than half expect at least 20% of their gifts to be purchased directly through social media platforms.
“Consumers are entering peak season with a value-first mindset, but that doesn’t mean they plan to sit it out,” said Frank Loewen, Senior Vice President over eCommerce at Kenco. “Retailers have an opportunity to further improve consumer sentiment by making delivery timing, locations of packages, and returns as transparent as possible.”
