For many retailers, the end-of-year holiday period accounts for a significant percentage of annual sales and revenue. This report helps retailers and brands for consumer goods plan for the 2026 end-of-year shopping season. We examine how US consumers experienced holiday shopping in 2025, including findings from research partner Bizrate Insights. The report advises retailers and brands on how to prepare in areas like agentic product discovery, marketing, value-added information, and fulfillment and delivery.