U.S. holiday e-commerce spending surged to nearly $258B

While AI tools, discounts, and BNPL helped drive a record $257.8B in U.S. holiday e-commerce spend, Sooth research signals a critical risk ahead. Sooth’s marketing intelligence projects BNPL default rates could rise by as much as 50% in Q1 2026, highlighting growing financial strain beneath the surface of record spending.

Consumers increasingly relied on BNPL and credit during the holidays, especially for electronics, apparel, toys, and furniture. At the same time, discount growth remained modest, reinforcing that shoppers were stretching purchasing power rather than benefiting from materially better pricing.

Retailers continue investing in AI shopping assistants, but Sooth’s findings suggest the bigger story isn’t just smarter shopping — it’s the rising fragility of how consumers are funding it.

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