A new Omnisend survey finds 23% of U.S. consumers have reduced holiday gifting, yet online spending is rising due to inflation and higher shipping costs.
Nearly one in four U.S. consumers say they have cut back on holiday gift purchases over the past year—including for Valentine’s Day—as rising prices reshape shopping habits, according to a new survey from ecommerce marketing firm Omnisend.
The study found that 23 percent of respondents had reduced or eliminated online holiday gifting to save money. Yet paradoxically, many shoppers report that their total online spending has still increased—largely because of inflation and higher delivery costs.
“What’s changing isn’t the desire to celebrate—it’s how shoppers justify the purchase,” said Marty Bauer, an ecommerce expert at Omnisend. “Consumers are still spending online, but higher prices and rising shipping fees are forcing trade-offs.”
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Spending More—But Getting Less
Despite cutting back on gifts, almost half of consumers surveyed said their monthly online spending has grown compared with a year ago.
Among respondents:
- 17 percent reported spending $100 to $199 more per month
- 16 percent said they were spending $50 to $99 more
- 6 percent said their monthly spending had jumped by $500 or more
When asked what was driving the increase, shoppers pointed overwhelmingly to economic pressures rather than greater consumption:
- 39 percent cited inflation
- 24 percent blamed tariffs and trade policies
- 23 percent pointed to higher shipping or delivery fees
- 12 percent said they were buying higher-quality products
The findings suggest that higher spending does not necessarily reflect higher purchasing volume.
“Shoppers may be spending more overall, but that doesn’t mean they’re buying more items,” Bauer said. “That makes value, personalization and timing even more critical for Valentine’s Day campaigns.”
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What the Shift Means for Retailers
The data arrives as retailers prepare for one of the year’s most gift-focused shopping periods.
Omnisend advises brands to adapt by emphasizing affordability and convenience: promoting gift bundles under $50, offering clear shipping deadlines, and using email or SMS reminders timed to delivery windows. Highlighting free-shipping thresholds and ready-to-gift products can also help reduce decision fatigue.
“As shoppers become more selective, brands that offer convenience, value and personalization will be best positioned to capture demand,” Bauer said.
The takeaway for retailers is clear: consumers still want to celebrate—but in 2026, they are doing so more cautiously, and far more strategically.
