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Consumers spending intent for the holidays in the United States in 2025, by generation

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Source

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Release date

December 2025

Region

United States

Survey time period

August 2025

Number of respondents

4,013 respondents

Supplementary notes

Survey question: Which categories do you plan to spend the most on for the 2025 holiday shopping season?

Citation formats

Shoppers spending plan for the holidays in the U.S. 2025, by generation

Published by
Bruna Rocco,
Jan 19, 2026

A survey conducted in the U.S. in 2025 checked consumers preferences from different generations for spending categories when buying for the holiday season. Gift cards took the first position overall, but especially among Baby Boomers, with around ** percent, while Gen X preferences for gift cards show for ** percent of them. Among Millennials, gift cards, groceries, apparel, and toys have the same share of spending intentions.

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