Key findings:
- Most Americans (82%) expect to shop this holiday shopping season, but the majority (82%) plan on doing the bulk of their holiday shopping outside the Thanksgiving weekend
- One in four Americans (23%) plan to shop on Small Business Saturday, but are deterred by limited local awareness and higher sticker prices
- Four in ten (40%) Americans plan to spend less this holiday season, with the deepest cutbacks on purchasing gifts for others
- Fewer gifts, reliance on sales, and cutting non-essentials are Americans’ top strategies for saving money this holiday season
- “Made in America” becomes a greater focus for consumers this holiday season
Suggested highlights/stats:
- Fewer gifts, reliance on sales, and cutting non-essentials are Americans’ top strategies for saving money this holiday season
- Three in five (58%) plan to purchase fewer gifts to save money.
- 48% plan to rely more on sales and discounts.
- 46% plan to spend less on non-essentials, and 43% plan on prioritizing essential purchases.
- 29% plan to use coupons or loyalty programs.
- 31% are travelling less or staying local.
- 17% have a holiday budget.
- 18% are relying on handmade gifts.
- 15% are reusing or regifting items.
- Americans’ top shopping holidays:
- 45% of Americans plan to shop on Black Friday, and 39% on Cyber Monday.
- One in four (23%) plan to shop at a small business on Small Business Saturday.
- 19% plan to shop on Thanksgiving Day.
- 16% plan to shop on Super Saturday (the last Saturday before Christmas).
- More than half (53%) of Americans plan to buy more “made in America” products this holiday season
- 78% of Americans say holiday shopping is more expensive than last year.
Most Americans (82%) expect to shop this holiday shopping season, but the majority (82%) plan on doing the bulk of their holiday shopping outside the Thanksgiving weekend
Only 15% of Americans say they do most of their holiday shopping on major shopping holidays like Black Friday or Cyber Monday, with most preferring to shop whenever sales occur. Despite this flattening, 45% still plan to shop on Black Friday, and 39% on Cyber Monday.
- One in four (23%) plan to shop at a small business on Small Business Saturday.
- 19% plan to shop on Thanksgiving Day.
- 16% plan to shop on Super Saturday (the last Saturday before Christmas).
Black Friday remains the most anticipated shopping holiday, cited by 44% of Black Friday shoppers, followed by Cyber Monday 27%.
One in four Americans (23%) plan to shop on Small Business Saturday, but are deterred by limited local awareness and higher sticker prices
- Three in four (77%) plan to shop at small businesses in person, while 53% plan to shop online.
- Half (51%) plan to dine at a small business.
- 35% plan to discover new small or local businesses via social media.
- 30% plan to post about small or local businesses on social media.
Among those not shopping on Small Business Saturday, 41% cite a lack of awareness of local businesses, followed by higher prices (25%) compared to larger retailers, less convenient shipping options (19%), and lacking the brands they want (20%). Only 10% do not plan on shopping on Small Business Saturday due to businesses closing.
- A significant gap in awareness of small businesses exists among younger consumers, with 47% of Gen Z and 38% of Millennials citing a lack of awareness as their reason for not participating in Small Business Saturday, a contrast to the 28% of Gen Xers and 24% of Boomers who also cite a lack of awareness.
Four in ten (40%) Americans plan to spend less this holiday season, with the deepest cutbacks on purchasing gifts for others
Rising costs are impacting appetites for holiday spending, 78% saying it is more expensive than last year. Two in three (64%) are concerned about being able to afford all their planned holiday purchases, with parents of children under 18 significantly more anxious than non-parents (74% vs. 62%).
Among those reducing spending:
- 60% plan on spending less on gifts for others.
- 50% plan on cutting back on dining and eating out.
- 50% plan on cutting back on holiday decorations.
- 46% plan on spending less on gifts for themselves.
- 44% plan on cutting back on big ticket purchases.
- 44% plan on cutting back on entertainment and activities.
- 41% plan on cutting back on travel.
- 37% plan on cutting back on groceries and essentials.
Fewer gifts, reliance on sales, and cutting non-essentials are Americans’ top strategies for saving money this holiday season
- Three in five (58%) plan to purchase fewer gifts to save money.
- 48% plan to rely more on sales and discounts.
- 46% plan to spend less on non-essentials, and 43% plan on prioritizing essential purchases.
- 29% plan to use coupons or loyalty programs.
- 31% are travelling less or staying local.
- 17% have a holiday budget.
- Gen Zers and Millennials (24%) are significantly more likely to rely on budgeting for the holidays, compared with Americans overall, Gen X (12%), and Boomers (10%).
- 18% are relying on handmade gifts.
- Gen Zers (24%) are also significantly more likely than Gen Xers (13%) and Boomers (13%) to save by making handmade gifts.
- 15% are reusing or regifting items.
Tariffs threaten holiday spending, with 40% of Americans saying they plan on spending less for the holidays due to tariffs. Four in ten, (39%), however, cite no impact on their holiday spending due to tariff.
“Made in America” becomes a greater focus for consumers this holiday season
More than half (53%) of Americans plan to buy more “made in America” products this holiday season, with sentiment strongest among Boomers (60%), compared with Millennials (51%) and Gen Zers (41%).
