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New survey of U.S. shoppers reveals early shopping trends, a growing appetite for self-gifting and what’s driving holiday spending this year
LOS ANGELES, Oct. 21, 2026 /PRNewswire/ — SHEIN, the global fashion and lifestyle online retailer, is spreading cheer early this year with its Year-End Sale. Shoppers can discover everything from chic holiday party fashion and winter-ready kids’ apparel to matching family pajamas, making it easy to shop for everyone on their list and sneak in a little self-gifting along the way.
Alongside its seasonal Black Friday and Cyber Monday offers, SHEIN is also sharing results from its Holiday Shopping Trends Survey of more than 24,000 respondents, which finds SHEIN shoppers starting early, prioritizing apparel and accessories and hunting for inspiration and value all season long.
The findings show that SHEIN shoppers are not waiting for the final weeks of the year to get started, with 22% saying they plan to begin before November. And when asked who they are shopping for this season, the largest share of respondents, 61%, put themselves at the top of the list, underscoring just how central self-gifting has become to the holidays.
Whether they are gifting others or treating themselves, shoppers rank apparel (65%) and accessories like jewelry, scarves and sunglasses (62%) at the top of their lists, with beauty products (53%) and home goods (52%) close behind. More than 70% expect to spend the same or more than they did last holiday season.
“Holiday shopping is no longer limited to a few days after Thanksgiving,” said Lisa Zlotnick, U.S. Head of Brand PR for SHEIN. “Our survey shows that holiday shoppers are planning ahead, looking for meaningful gifts and treating themselves. With our largest-ever Black Friday selection, we are making it easier for shoppers to find exceptional value for everyone on their list.”
And to keep the cheer going, free shipping is available on qualifying orders. Customers can visit us.shein.com or the SHEIN App to shop all of SHEIN’s Year-End Sale deals.
Survey Methodology: Conducted via the SHEIN app from September 6–14, 2026, among 24,863 U.S. customers aged 18+. All responses were self-reported, covering expectations, preferences and opinions around holiday retail, gifting and seasonal behaviors.
About SHEIN
SHEIN is a global online fashion and lifestyle retailer offering SHEIN-branded apparel and products from a global network of vendors, all at affordable prices. Headquartered in Singapore, SHEIN is committed to making the beauty of fashion accessible to all, promoting its industry-leading, on-demand production methodology for a smarter, future-ready industry. To learn more about SHEIN, visit www.sheingroup.com.