PwC's 2026 Holiday Outlook, published September 8, projects holiday gift spending to fall 11% year over year, while 64% of consumers say they're prioritizing screen-free gifts. With most shoppers budgeting carefully, simple shared traditions like a Breakfast with Santa are a natural fit for this year's mood.
Families are heading into the 2026 holidays with tighter budgets and a clear sense of what matters. New consumer research shows Americans planning to spend less on gifts and more of their attention on time together, and that shift is good news for one of the season's coziest traditions.
What's trending
According to PwC's 2026 Holiday Outlook, released September 8, overall holiday spending is projected to drop 5%, with gift spending down 11% compared with last year. Average gift spend sits at $708 per consumer, rising to $875 in households with children.
At the same time, PwC found that 64% of consumers are prioritizing screen-free gifts this year. Among Gen Z, 81% say they prioritize offline activities, and 63% value a shared meal more than physical gifts.
A separate Penny Hoarder survey of 1,000 U.S. adults, conducted in August, found that 77% plan to change their gift-buying approach because of inflation, with 46% planning to buy fewer items.
Why it's resonating
Put those numbers together and a picture emerges: fewer things, more moments. When budgets are stretched, families look for traditions that feel special without a big price tag, and a meal together is about as universal as traditions get. Screen-free time also tops many parents' wish lists, especially during a season that can easily become a blur of shopping and scrolling.
A tradition built for this moment
Breakfast with Santa checks every box in this year's research: it's a shared meal, it's screen-free, and it can be as simple as pancakes in pajamas at home or as big as a community fundraiser in the school gym. Many families are turning it into an annual ritual, with kids bringing their wish lists and the grown-ups lingering over coffee.
If you're hosting one at home this year, a warm invitation helps set the tone. Our vintage Breakfast with Santa invitation and phone evite shows Santa sharing pancakes with children, and you can personalize every word in Canva before printing it or texting it to family.
The bottom line
The 2026 holiday data suggests families aren't giving up on the magic. They're just finding it somewhere other than the checkout line. A morning of pancakes, cocoa and a visit from Santa may be the most on-trend gift of the season.