With the U.S. Christmas shopping season approaching, consumer demand remains a crucial opportunity for cross-border sellers to drive a year-end sales surge.

The International Council of Shopping Centers (ICSC) forecasts that U.S. retail sales during the 2026 Christmas shopping season will exceed $1.7 trillion, a year-over-year increase of 4.3% to 4.9%. While the overall market shows room for growth, this does not mean consumers are spending without reservation.

How are U.S. consumer shopping habits changing?

1. Willingness to spend remains, but value is the priority

With 78% of consumers planning to maintain or increase their holiday spending, demand for Christmas shopping remains strong. However, nearly half of consumers worry about exceeding their budgets, implying they are likely to focus more on price, discounts, and the actual value of the products they buy.

For sellers, this does not mean that simply slashing prices will automatically generate more orders. Consumers want the right products, but they also want to feel their money is well spent.

Therefore, when formulating promotional strategies, sellers should consider two questions: Is the product sufficiently appealing? Do the offers provide enough value for consumers to perceive a tangible benefit?

Compared to across-the-board price cuts, applying limited-time offers, bundle discounts, or tiered pricing to key products may be more effective at balancing conversion rates with profitability.

2. AI shopping assistants are becoming widespread, yet consumers still do their own research

Surveys indicate that the proportion of consumers using AI shopping assistants is expected to rise from 47% to over 60%. However, 86% of consumers still conduct additional research before making a purchase. This suggests that while AI is becoming a tool for product discovery and recommendations, it has not entirely replaced the consumer's own judgment.

Consumers continue to investigate product specifications, compare brands, read reviews, and assess whether a product meets their specific needs.

For cross-border sellers, providing clear, fundamental information on product pages remains vital. This is especially important for categories where expectations often diverge from reality—such as apparel, footwear, and home goods—where clearly communicating key details is essential. For example, apparel listings can be supplemented with size charts, details on the model's height and weight, and photos showing the fit; footwear listings can specify the shoe shape and suitability for different foot widths; and home goods should clearly display dimensions, materials, and actual usage scenarios. The clearer the product information, the easier it is for consumers to make purchasing decisions, which also helps reduce returns caused by information discrepancies.

3. Discounts remain attractive, but the shopping experience is equally important

ICSC data shows that nearly 70% of consumers are drawn to physical stores by discounts and exclusive offers. This figure reflects that price incentives remain a key driver of holiday spending. However, online sellers should not simply equate in-store shopping behavior with online shopping; instead, they should recognize a common thread: consumers want clear, tangible reasons to make a purchase.

Beyond price, factors such as whether the product meets expectations, timely delivery, and convenient after-sales service also influence purchasing decisions. This is especially critical in the lead-up to Christmas, when consumers often have specific deadlines for gift-giving or product use. If a product is delayed or issues cannot be resolved promptly, the shopping experience may suffer—even if the initial promotional campaign was successful.

Therefore, sellers must look beyond merely attracting orders and consider the entire shopping journey, from placing the order and delivery to after-sales support.

With the Christmas shopping season approaching, cross-border sellers should prepare for these four things in advance

Understanding shifts in consumer behavior is important, but translating these trends into operational practice is even more crucial. Cross-border sellers planning to enter the U.S. market should focus on the following four areas:

1. Optimize promotional strategies; don't let sales growth squeeze profits

While the Christmas shopping season offers valuable sales opportunities, relying heavily on deep discounts to drive volume can result in rising sales without a corresponding increase in profits. Sellers are advised to analyze product costs, gross margins, and inventory levels in advance, and to develop tailored promotional strategies for different products.

For "traffic-driving" products, moderate discounts can be used to attract consumers; for high-margin items, consider bundling or "spend-and-save" offers; and for products with ample inventory that are suitable for holiday gifting, highlight key selling points by linking them to specific usage scenarios. At the same time, focus on actual profit after promotions rather than just sales volume or order counts. Only by factoring in costs such as advertising, discounts, logistics, and potential returns can you accurately assess whether a promotion was truly effective.

2. Optimize product pages to help consumers make faster purchasing decisions

As consumers increasingly use AI-assisted shopping while maintaining the habit of comparing options before placing an order, the completeness of product information becomes crucial.

Sellers should review key product pages before the Christmas shopping season to identify issues such as incomplete specifications, discrepancies between images and the actual product, or unclear usage scenarios.

For holiday gift items, highlight the target audience, usage scenarios, packaging, and suitability for gifting; for apparel and footwear, clearly detail sizes, materials, fits, and color variations. Additionally, organizing product reviews and FAQs is worthwhile; product pages should aim to address the specific concerns consumers have before buying.

While these adjustments may not seem as direct as major promotional discounts, they help alleviate consumer doubts and reduce post-sales issues caused by unclear descriptions or mismatches between the listing and the actual product.

3. Plan inventory and logistics in advance; don't let peak-season orders get stuck in the "last mile"

The Christmas shopping season is defined by specific timeframes. Consumers may purchase gifts early or place a surge of orders as the holiday approaches. For sellers, insufficient stock leads to missed sales, while overstocking creates post-holiday inventory pressure.

It is advisable to determine stock levels for key products in advance by analyzing historical sales data, current inventory, and promotional plans, while also leaving room to restock hot-selling items.

Simultaneously, pay attention to local U.S. shipping times and pre-holiday delivery schedules to set realistic estimated delivery dates. For products intended for specific holiday use, consider not only the ability to sell the item but also the ability to deliver it to the consumer on time.

Furthermore, inventory planning should extend beyond the initial shipment phase. After the peak season, sales may dip, and the volume of returns may rise. Planning ahead for post-holiday inventory and the handling of returned goods will ensure smoother operations throughout the peak season. 4. Plan return processing in advance to minimize post-holiday losses

An increase in orders during the Christmas shopping season typically means sellers must prepare for subsequent returns and after-sales service.

This is particularly relevant for categories such as apparel, footwear, headwear, and home goods, where consumers may request returns due to sizing issues, discrepancies between the product and expectations, or simply because a gift is no longer needed. Without a local US return processing solution, the logistics of shipping items back, along with inspection and subsequent handling, can drive up both time and costs.

It is also important to note that the return of an item does not mark the end of potential losses. If returned goods sit uninspected for extended periods, sellers cannot timely assess their resale potential; items with only minor issues—such as damaged packaging—might miss the opportunity for resale if not processed promptly.

Sellers can proactively plan their return workflows by clearly defining return addresses, inspection standards, product categorization, and handling procedures. Upon receipt of a return, they should quickly evaluate the item's condition—determining if it is intact, requires repair or repackaging, and is suitable for resale.

For sellers requiring local US return support, U-Speed’s US return warehouse offers services such as return receipt, quality inspection, and repair/refurbishment. These services help sellers stay informed about the actual condition of returned goods and arrange appropriate follow-up actions based on product status, thereby maximizing the recovery value of resalable items.

Rather than scrambling to make arrangements when a wave of post-holiday returns arrives, it is far better to establish clear processes and handling strategies before the peak season begins.

Seize opportunities for consumption growth while protecting profit margins

ICSC forecasts that US retail sales during the 2026 Christmas shopping season will exceed $1.7 trillion, indicating continued room for market growth. However, given factors such as consumer budget constraints, the adoption of AI in shopping, and a strong focus on deals, this year’s competition extends beyond a mere battle for traffic; it is a comprehensive contest involving product value, the shopping experience, and operational efficiency.

For cross-border sellers, success lies in proactively optimizing promotional strategies, refining product pages, planning inventory and logistics, and preparing for return processing. Only through such preparation can they effectively navigate the dual challenges of peak-season order volumes and post-holiday after-sales demands. During the peak season, the goal is not only to secure more orders but also to ensure they truly translate into profit. Only by considering both the front-end sales process and the after-sales stage can you reliably capitalize on the growth opportunities presented by the Christmas shopping season.