
Small Businesses Expect $118 Billion in Holiday Spending in 2026 as Price Pressure and Uncertainty Rise
Holiday shopping trends for 2026 point to a larger season for small businesses. Consumers plan to spend $278 billion this holiday season, with about $118 billion going to small businesses, according to an Intuit QuickBooks survey released October 19. Independent NFIB data shows owners entering the season with uncertainty well above average. Key Takeaways Shoppers plan to direct 43% of their holiday budgets to small businesses on average, up from 41% in 2025 and 36% in 2024. 76% of small business owners expect higher holiday revenue than last year, up from 65% a year ago and 44% in 2024. 38% of small businesses have raised or plan to raise prices this season, and another 43% are considering it. Only 9% of shoppers view businesses’ price increases as fully justified, while 49% say they are not really or not at all justified. The NFIB Small Business Optimism Index fell 0.8 points to 97.9 in September, just below its 52-year average of 98.0. Inflation was the single most important problem for 20% of NFIB respondents, nearly three times the 7% historical average. Holiday Shopping Trends 2026 Point To A Larger Small Business Share The survey’s headline figure reflects two trends moving in













































