Statistics · Updated Oct 14, 2026 · Next update Nov 19, 2026 (Census Q3 2026 ecommerce release, with revised figures)
Holiday Shopping Statistics (2026)
How much of US holiday spending happens online, the dates that matter this year, and what Americans search for before the holidays.
Using these figures
Free to use. A mention of Sauron and a link back is appreciated.
Source: Sauron analysis of US Census Bureau data and Google search volumes, https://sauron.so/research/holiday-shopping-statistics
Laurence Tuchin, founder
press@sauron.so
Need figures for your state or a different cut? Email us.
Key dates for 2026
Black Friday is November 27. The Census Bureau publishes Q3 online sales the week before, on November 19.
| Date | Day |
|---|---|
| Thursday, Nov 19 | Census releases Q3 2026 online sales |
| Thursday, Nov 26 | Thanksgiving |
| Friday, Nov 27 | Black Friday |
| Saturday, Nov 28 | Small Business Saturday |
| Monday, Nov 30 | Cyber Monday |
The most-searched holiday search in every state
Study results publish in late October 2026.
Until then this page shows no figures from the study. The method is below.
Shopping small
Small Business Saturday falls on November 28 this year. Small stores compete with big retailers for the same holiday searches, and most shoppers only look at the first few results. Shopify stores using Sauron's SEO app get their gift collections and product pages written around the searches shoppers actually make.
How we check figures
Search data: Google Ads search volume data (monthly Google searches, US) for holiday searches, nationally and for each state and DC. Window: August–October 2026, compared with August–October 2025.
Using these figures
Free to use. If you cite these figures, a mention of Sauron and a link back to this page is appreciated.
Suggested credit
Source: Sauron analysis of US Census Bureau data and Google search volumes, https://sauron.so/research/holiday-shopping-statistics
Full method
- Search data: Google Ads search volume data (monthly Google searches, US) for holiday searches, nationally and for each state and DC. Window: August–October 2026, compared with August–October 2025.
- Rounding: Google rounds search volumes, so small differences between searches or states aren't meaningful.
- Small numbers: We don't report a percentage change when either year has fewer than 100 searches.
- Per-capita figures: US Census Bureau population estimates for July 1, 2025.
- What this shows: These are searches, not purchases.
- Full data: The full keyword list and state table will be available as CSV downloads when the results publish.
- Census figures: as first published. The Census Bureau publishes revised ecommerce figures on November 19, 2026.
Sources
Questions (2)
What share of holiday shopping is online?
18.3% of US retail sales were made online in Q4 2025, the holiday quarter (not seasonally adjusted, as first published March 10, 2026), according to the US Census Bureau.
When is Black Friday 2026?
Friday, November 27, 2026. Small Business Saturday is November 28 and Cyber Monday is November 30.