Are you already planning your holiday gift list? Better Business Bureau (BBB) has tips for finding trusted businesses and avoiding scams.

The National Retail Federation is projecting retail sales in November and December will grow 4.2 percent over last year. The NRF says that translates to total spending of just over $1 trillion, which would top the $972 billion spend during the 2025 holiday season.

Some analysts, however, see a small downturn in holiday spending this year. PricewaterhouseCooper (PwC) sees the average person spending $708 on gifts this year, a slight decline from the $721 the average consumer spent last year. PwC also predicts less people traveling this holiday season. It also sees more consumers leaning on AI this year with 29 percent planning to use AI somewhere in their holiday shopping, which is up from 22 percent in 2025.

The holidays are busy, but there’s always time to pause and think before making a purchase. The cheapest deal or the top search result might not be the safest choice. To make sure your 2026 holiday shopping is safe and successful, BBB recommends making a shopping plan early and researching retailers before you buy.

BBB’s tips for safe holiday shopping:

• Research before you buy. Use BBB.org and customer reviews to see the business’ track record, complaints and whether they are BBB Accredited. Don’t rush – take your time and read the fine print before submitting an order.
• Look for the BBB Seal. BBB Accredited Businesses pledge to uphold the BBB Standards for Trust and to deal fairly with consumers. If a business displays the Seal, look them up on BBB.org to verify they are BBB Accredited.
• Be careful shopping for hot items, especially on social media. Scammers often offer the most popular products of the season at extra-low prices. Don't be tempted to use an unknown or insecure site just to get a good deal. If the deal looks too good to be true, it probably is.
• Be wary of social media ads. Pretty much anyone can pay to promote an ad on social media, and it can be hard to verify if an ad can be trusted. Unscrupulous companies or scammers might promote toys or other popular gifts at a heavy discount, or claim that proceeds will go to charity. It’s safest to shop by going directly to a company’s website from your browser.
• Beware of fake websites. If you’re shopping on a new website, check the spelling of the URL, watch for bad grammar, and check the contact information for a physical address and phone number. See BBB’s tips for identifying a fake website.
• Professional photos don’t mean it’s a real offer. Don't be swayed by a flashy website or ad. Professional-looking product images can be stolen from other sources, manipulated by editing software or generated by AI.
• Make sure the website is secure. Before you enter payment information on a website, check for “https” in the URL (the “s” stands for “secure”) and a small lock icon next to the address bar.
• Use secure and traceable payment methods. Paying with credit makes it easier to dispute a transaction if something goes wrong. Be cautious when using digital wallet apps, prepaid money cards or other non-traditional payment methods. ● Know store policies. Store policies can be different for temporary pop-up shops or holiday purchases. Check the store's return policy and see if they offer money back or store credit. Check to see if the product you buy comes with a warranty.
• Report unsatisfactory experiences to BBB. If you are unhappy with a purchase, file a complaint at BBB.org. If you never got what you paid for, consider reporting it to BBB Scam Tracker to help inform and protect other shoppers.