A newly announced VRTO research survey offers rent-to-own dealers a look at holiday shopping intentions, product preferences, and past experiences with rent-to-own. Among 2,038 U.S. adults surveyed, 476 – 23.4% – said they planned to use rent-to-own, virtual rent-to-own, or buy-now-pay-later (BNPL) for part of their Christmas 2026 shopping. Among respondents planning to shop for the holidays, that share reached 27.1%.
The combined figure includes several payment options and should not be read as rent-to-own demand alone. VRTO’s published data identifies 101 respondents planning to use rent-to-own or virtual rent-to-own, including those also planning to use BNPL, and 375 planning to use BNPL only.
Holiday Shopping Plans and Product Preferences
Gaming was the most frequently selected primary purchase category among the 476 respondents. Gaming consoles, gaming PCs, or video games were selected by 118 respondents, followed by TVs or home electronics with 99, and phones, tablets, or computers with 72. Furniture and appliances followed with 44 and 39 respondents, respectively. For rental dealers, these preferences offer context for holiday merchandising discussions, although they reflect shoppers across the combined RTO and BNPL group.
Spending expectations were mixed. Among the 1,669 holiday shoppers who answered a question comparing their plans with last year, 47.7% expected to spend about the same, 26.4% expected to spend more, and 25.3% expected to spend less. The remaining respondents said they had not shopped last year.
Past Rent-to-Own Use and Customer Satisfaction
The survey also examined previous rent-to-own use. Of all respondents, 949 – 46.6% – reported having used rent-to-own or virtual rent-to-own, including 329 who reported use within the past year. Among those 949 past users, 70.2% were somewhat or very satisfied, and 59.2% said they were somewhat or very likely to use it again.
Customer reviews stood out as another finding relevant to members. Across the full sample, 1,299 respondents – 63.7% – identified reviews and ratings from other customers as their primary trust factor when deciding whether to trust a store they had not used before. That result suggests customer feedback deserves attention alongside seasonal product promotions.
The survey also explored how respondents discover stores and products. Across the full sample, 82.5% selected Google or another search engine, 74.6% selected Amazon or store websites and apps, and 34.5% selected AI assistants. Respondents could choose multiple sources. For dealers reviewing their holiday marketing, these findings suggest paying attention to how easily shoppers can find current store information and product details online.
Survey Methodology and Context
The findings provide a snapshot of respondents’ intentions and experiences, rather than a forecast of industry sales. VRTO commissioned and funded the survey, which was fielded August 22, 2026, through a paid, opt-in online panel. Results are unweighted, and VRTO states that the sample is not representative of the U.S. population. Members should consider the findings alongside their own customer feedback and local sales trends.
Additional findings on holiday shopping plans and payment preferences are included in VRTO’s Christmas 2026 Buying Guide.
