Americans Approach Holiday Shopping with Caution Amid Economic Uncertainty
U.S. consumers are entering the holiday shopping season with measured expectations, according to the National Retail Federation. While total spending is projected to rise slightly, driven by affluent households, the average shopper plans to allocate 1.3% less toward gifts and festivities than in 2024. The trend reflects broader economic pressures, including tariff-related price hikes that have defined consumer behavior throughout 2025.
Deal-hunting has become a strategic priority, with many shoppers scouting promotions well before Black Friday but delaying purchases. Resale markets and discount channels are gaining traction as households prioritize value. "This will be an unconventional holiday season from both consumer and brand perspectives," noted Andrew Waber of PMG, who tracks Amazon transaction patterns. The shift underscores a thriftier mindset that could reshape traditional spending cycles.
