September Retail Sales Rise as Consumers Prioritize Essentials

WHO:

NY Post - Shoppers demonstrated spending behavior in September.

ABC News US - Shoppers showed resilience in their spending habits.

WHAT:

Fast Company - Over the four-day stretch between Black Friday and Cyber Monday, Americans are projected to spend more than $85 billion, up nearly 9% from 2025.

Fast Company - More than 90% of consumers plan to shop Black Friday, Cyber Monday, or another major sales event, according to a survey conducted by Bain & Company.

Fast Company - Bain expects holiday sales to top $1 trillion this year for the first time.

Fast Company - More than half of consumers plan to change their holiday spending this year, citing higher prices as a main reason.

Fast Company - The latest consumer price index showed that inflation rose 3.7% in September on an annual basis.

NY Post - Retail sales increased in September.

ABC News US - Retail sales rose by 0.8% in September, exceeding expectations.

WHERE:

NY Post - The retail sales data pertains to the United States.

WHEN:

ABC News US - The increase in retail sales occurred in September.

WHY:

NY Post - A significant portion of consumer spending was directed towards essential bills.

HOW:

Fast Company - 40% of retailers expect shoppers to be more deal-driven this year, while 26% expect consumers to prioritize spending on essentials and experiences rather than discretionary items.

ABC News US - Shoppers continued to spend despite a previous better-than-expected splurge in August.

(UPDATED October 15, 2026 18:00 UTC)

Americans are expected to spend over $85 billion during the four-day stretch from Black Friday to Cyber Monday, marking a nearly 9% increase from 2025, according to Fast Company. A survey by Bain & Company reveals that more than 90% of consumers plan to participate in major sales events this year, although over half are adjusting their holiday spending due to higher prices, with inflation rising 3.7% in September. Retailers are responding to these trends, with 40% anticipating that shoppers will be more focused on finding deals, while 26% expect consumers to prioritize essentials and experiences over discretionary purchases.

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(UPDATED October 15, 2026 17:07 UTC)

Retail sales in the United States saw a notable increase in September, rising by 0.8% and surpassing expectations. Shoppers demonstrated resilience in their spending habits, continuing to direct a significant portion of their expenditures toward essential bills, even after a robust splurge in August. This trend reflects a strong consumer willingness to maintain spending levels amid economic challenges.