The 2026 holiday season is not about spending more. It is about choosing better. 

Assembly's latest 2026 U.S. Holiday Preview explores the economic, cultural and technological forces reshaping how Americans shop, gift and celebrate. Demand is holding but where and how people decide is changing fast. 

Drawing on a custom Harris survey of 1,000 U.S. consumers, alongside market, retail and cultural intelligence, the report examines why shoppers are approaching the season with greater intention and what that shift means for brands. 

Inside, you'll discover five consumer signals shaping Holiday 2026, from AI-powered shopping assistants and earlier purchase planning to more meaningful gifting and a renewed appetite for "whimsy maxing." 

Download the report to explore the data, consumer insights, strategic recommendations and 11-touchpoint activation checklist to convert thoughtfulness into growth this holiday season. 

Download the 2026 U.S. Holiday Preview