"Unfortunately, the average US consumer in 2025 is finding it harder and harder to make ends meet. Middle-income households have seen a 23.4% increase in spending on items across the board and a 31.6% increase in necessities specifically. Consequently, the average share of income that is disposable for US consumers is only 4.9%, which is at its lowest point in 16 years."
"So, what does this mean for the holiday season? Naturally, you would think less discretionary income means spending on gifts is going to decrease. While this is true for Gen Z and Millennial consumers, it is actually forecasted that Gen X and Baby Boomers will be spending more this holiday season than in 2024. To help make ends meet during these hard times, consumers are turning to early holiday gift shopping."
Average US consumers face rising costs in 2025, with middle-income households experiencing a 23.4% rise in overall spending and a 31.6% rise in necessities. Disposable income has fallen to 4.9% of income, the lowest in 16 years. Holiday spending patterns shift: Gen Z and Millennials are reducing gift purchases while Gen X and Baby Boomers are expected to increase holiday spending versus 2024. Shoppers are moving purchases earlier, with about 80% of holiday shopping completed by Cyber Monday and roughly 40% occurring in the Thanksgiving-to-Cyber Monday period. Online shoppers increasingly use Buy Now, Pay Later options to spread costs. Financial planning and budgeting are essential.
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