Memorial Day Spending Predicted in the Billions as Travelers Hit the Road

With millions of Americans expected to travel this Memorial Day weekend when gas prices are historically high, spending both in-person and online are expected to be higher than ever.

In an email to Chain Store Age, Adobe predicted that consumers would spend an estimated $10.8 billion online during the three-day weekend (May 23-25), representing a 6 percent year-over-year growth. Adobe noted e-commerce discounts are expected to range from 8 percent to 10 percent on items such as electronics, sporting goods, toys, furniture, apparel, and home furnishings.

Separately, AAA projected 45 million people will be traveling between May 21 and May 25, setting a new record at a time when gas prices are around $4.55 per gallon (last year's average at this time was $3.17 per gallon, according to AAA).

MSN reported that retailers began Memorial Day 2026 promotions well ahead of the May 25 holiday. A May RetailMeNot survey found that of the 1,000 U.S. adults surveyed, 54 percent said they were planning on shopping Memorial Day sales, up from 36 percent last year. But the amount they planned to spend dropped from $289 to $86. Thirty-five percent of survey respondents said they were very likely to wait for Memorial Day sales to make a big purchase.

PwC also found in a survey of 2,060 American adults that 71 percent planned to spend the same or more on summer travel than they did last year. The average spend over the long weekend is expected to be nearly $900.

Total Retail's Take: Memorial Day — the unofficial beginning of summer — is looking like the defining snapshot of the American consumer in 2026, who remains highly engaged but increasingly strategic. Despite elevated gas prices and broader affordability pressures, consumers are still prioritizing experiences, travel and discretionary expenses. They're still showing up, but are eager for discounts and securing value as well as more intentional about when, where and why they spend.