Advantage Solutions said 82% of surveyed shoppers plan to buy private brands this holiday season, as U.S. store-brand dollar sales grew faster than national-brand sales in fiscal 2025.
Advantage announced the findings Nov. 12, while Daymon's report page is dated Nov. 10. The company describes two national polls of adults who oversee household buying; together, they collected more than 2,000 responses. The 82% figure records stated plans, not completed purchases. The announcement does not name the country or field dates, provide separate response totals for the polls or state a margin of error.
Across other measures, 87% expected holiday grocery spending to hold steady or rise, and 71% said private brands influence their retailer choice. The survey also found that 77% plan to seek seasonal flavors, while 69% try to balance healthy choices with holiday indulgences.
Private brands, also called store brands, are labels owned by retailers. The Private Label Manufacturers Association's (PLMA) 2026 report, using Circana Unify+ data, puts U.S. store-brand sales at $282.8 billion in fiscal 2025, up 3.3% from the prior year. National-brand dollar sales advanced 1.2%. Store-brand unit sales rose 0.6%, while national-brand units declined 0.6%.
A separate Deloitte survey offers a measure of value-conscious behavior. It polled 4,000 U.S. consumers online from Aug. 26 to Sept. 10 and classified 38% as holiday value seekers, defined as people using at least five cost-saving behaviors. That group expected to spend 12% more on average than other shoppers. Deloitte reported a margin of error of plus or minus 2 percentage points for the full sample.
Daymon, Advantage's private-brands business, says it has produced the report since 2018 and currently releases editions twice a year. The Holiday 2026 edition is intended to help retailers and suppliers plan 2027 offers around seasonal products, value, wellness and nonfood categories. Advantage also frames tight budgets and wellness priorities as forces shaping shopping plans.
