SHEIN Survey Tracks Early Holiday Shopping Plans

SHEIN has begun its Year-End Sale with its largest Black Friday and Cyber Monday selection to date. The online fashion and lifestyle retailer said its survey of 24,863 U.S. customers found that 22% plan to begin holiday shopping before November. Apparel and accessories led planned purchases, while 61% of respondents put themselves first on their shopping lists. More than 70% expect to spend the same or more than they did last holiday season.

Early Shopping And Self Gifting

SHEIN conducted the survey through its app from September 6 to 14, 2026, among U.S. customers ages 18 and older. The results point to a holiday shopping window that begins before the final weeks of the year, with self-gifting playing a prominent role for respondents.

Lisa Zlotnick, U.S. Head of Brand PR at SHEIN, said:

“Holiday shopping is no longer limited to a few days after Thanksgiving. 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.”

Apparel Leads Purchase Plans

Among respondents, 65% ranked apparel among their top holiday purchases. Accessories, including jewelry, scarves and sunglasses, followed at 62%, while beauty products and home goods were selected by 53% and 52%, respectively.

The Year-End Sale includes holiday party fashion, winter kids’ apparel and matching family pajamas. Free shipping is available on qualifying orders, and customers can shop sale offers through the SHEIN website or app.

A Longer Seasonal Sales Window

For retailers serving holiday shoppers, the survey results show purchase planning starting earlier and spanning both gifts for others and personal purchases. SHEIN’s sale includes holiday party fashion, winter kids’ apparel and matching family pajamas.