Developing
All respondents are SHEIN app customers and answers are self-reported intentions from September; wording, weighting and margin of error are not given.
In 60 seconds
- The Holiday Shopping Trends Survey ran September 6-14, 2026 among 24,863 US customers aged 18+ using the SHEIN app.
- 61% put themselves first on their holiday lists; 22% plan to start shopping before November.
- Category plans: apparel 65%, accessories 62%, beauty 53%, home goods 52%; more than 70% expect to spend the same or more than last season.
- SHEIN's Year-End Sale runs alongside Black Friday (November 27) and Cyber Monday (November 30) offers; discount levels and dates were not stated.
Impact Layer
- What changed
- A large retailer published holiday intent data for its own shoppers.
- Why it matters
- Retailers use such surveys for planning and PR, so the sample matters more than the headline.
- Who is affected
- E-commerce and retail marketers planning holiday campaigns.
- Martech stack area
- Commerce
- Stack impact
- Treat the figures as signals about one retailer's customers and compare with industry forecasts before planning.
- Business impact
- Low Company release. Because every respondent is a SHEIN app customer, the results do not describe US shoppers generally, and the "biggest ever" selection has no baseline.
- Related technologies
- What to watch
- Actual holiday sales data.
SHEIN, the Singapore-headquartered online fashion retailer, issued a release on October 20, 2026 from Los Angeles about a “Year-End Sale” alongside its Black Friday and Cyber Monday offers, according to PPC Land. The only quote, from US head of brand PR Lisa Zlotnick, calls it “our largest-ever Black Friday selection”.
The survey (as SHEIN reports it)
- Holiday Shopping Trends Survey, September 6-14, 2026, among 24,863 US customers aged 18+ using the SHEIN app; responses are self-reported.
- 61% put themselves first on their holiday lists.
- 22% plan to start shopping before November.
- Category plans: apparel 65%, accessories 62%, beauty 53%, home goods 52%.
- More than 70% expect to spend the same or more than last season.
Dates
Black Friday is November 27, 2026 and Cyber Monday is November 30, 2026.
Not stated
Discount levels, product counts, sale start and end dates, any baseline for “biggest”, the free-shipping threshold, survey question wording, weighting, margin of error, response rate, and how “the same” and “more” are split.
Our read
This describes SHEIN’s own app customers and was gathered two months before Black Friday. Use it as colour, not as a market forecast.
Sources
- PPC Land: 61% of SHEIN's US app shoppers put themselves first on holiday lists (opens in a new tab)
Source for the survey, figures and what the release does not state.