The holiday season is just around the corner, and shoppers are full of contradictions. They’re careful with their money but still willing to splurge on the right gift. They research online but plan to spend time in stores. If you own a business here in Mitchell County, that can be hard to plan around.

The good news is that analysts have been studying holiday shoppers since summer. We pulled together the findings that matter most for local businesses ahead of Small Business Saturday on November 28.

The Holiday Season Started Early

Most shoppers don’t wait for Black Friday to make decisions. Marketing reports find that 83% of consumers start planning holiday purchases before Black Friday, and some shoppers are mapping out gifts as early as September. Data shows a typical pattern: wish lists in October, decisions just before Black Friday, and most buying in December.

What it means for you: Treat Small Business Saturday as one stop on a longer journey. Share gift ideas on social media now, put new products on display, and give customers reasons to return throughout December.

“Value” Means More Than a Low Price

Marketing forecasts see holiday retail sales growth of 4% to 4.8%, and shoppers plan to raise their budgets by 12%. But 53% say they’re doing so because everything costs more, so they’re choosing carefully. Shopify calls the mindset “valuemaxxing.” Half of the consumers it surveyed said good value means quality that beats what they paid, and 80% feel more in control when they research before buying. Shoppers are drawn to gifts that are both useful and personal, including personalized items, wellness products, collectibles, and experiences.

What it means for you: Tell the story behind what you sell. Handmade, locally made, customizable, and made-for-them are exactly what shoppers are looking for.

Shoppers Still Want to Walk Through Your Door

AI shopping tools are growing. Marketing reports say 61% of holiday shoppers plan to use them, up from 47% last year. Even so, 93% expect to shop in a physical store, including 97% of Gen Z. The reports found that 44% visit stores to see, touch, or try products first, and shoppers are more likely to seek recommendations from stores (19%) than from AI (13%).

What it means for you: Your knowledge and hospitality are your edge. Offer gift suggestions, create “under $25” and “under $50” displays, and let customers handle the merchandise.

Help Shoppers Keep Their Gift Lists Long

Many people are trimming their lists to save money. Marketing reports say that 28.9% of shoppers plan to buy for fewer people, up from 24.9%, and says a name cut from a list is “a lost sale, not a smaller one.” Meanwhile, RetailMeNot found shoppers plan to spend 44% more on themselves and 3.6% less on gifts for others. Another survey shows half of consumers plan to give an experience this year.

What it means for you: Make it easy to give to more people. Offer bundles, clear price points, and gift cards at the front of the store. Promote services and experiences along with products, and don’t forget the “treat yourself” shopper.

Shop Small, Shop Mitchell County

When you shop locally, your dollars stay in our community and support our neighbors. This Small Business Saturday, we encourage everyone to explore the businesses that make Mitchell County special.

This post draws on research summarized in “5 Key Consumer Insights to Turn Customer Engagement Into Sales on Small Business Saturday and During the Holiday Season” by Joan Verdon for CO— by U.S. Chamber of Commerce (October 2026). Read the full article here.

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