Deal Hunting More Satisfying Than Luxury Ownership, Survey Finds

A new survey commissioned by Burlington Stores indicates a significant majority of Americans find more satisfaction in hunting for and securing great deals than in owning luxury items. The research found that 87% of consumers consider this a personal victory, highlighting a shift in value perception and shopping behavior ahead of the 2026 holiday season.

The survey, conducted by Wakefield Research on behalf of Burlington, also revealed that nearly 60% of consumers are concerned about exceeding their budgets. Despite this, 58% anticipate a smaller holiday budget with excitement due to the opportunities for bargain hunting. Consumers plan to stretch their budgets by utilizing so-called "dupe" products, which are more affordable alternatives to well-known brands, and by focusing on in-store shopping experiences.

The majority of respondents (80%) plan to spend the same amount or more on holiday shopping this year compared to last. However, over half (58%) express concerns about going over budget, with parents, particularly Gen Z parents, showing even higher levels of budget anxiety (69% and 77%, respectively). Despite these concerns, a notable 37% plan to start their holiday shopping before Black Friday and Cyber Monday, and 86% intend to begin before December.

Burlington's Chief Marketing Officer, Chris Miller, noted that consumers are "strategically searching for ways to save this holiday season." He highlighted the company's focus on reimagined store designs and a continuously rotating inventory that offers brand names at competitive prices. For over half of Americans (58%), sticking to a budget is viewed as a motivating, even exciting, challenge through the pursuit of exceptional deals.