Dalton Discovers that 53% of middle-class Americans are taking extra steps this year to save for holiday gifts
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It’s beginning to look a lot like Christmas, and with that means the proverbial influx of consumer spending is upon us. With economic pressures steadily increasing over the years, Dalton set out to discover how middle-class Americans are approaching the holiday season this year.
the methodology: We posed a series of five questions to 400 middle-class Americans, aged 25 and older. Our inquiries ranged from how they plan to afford gifts this year to where they prefer doing their shopping.
the takeaways:
- Factors in Choosing Gifts:
55% of respondents cited cost as the most important consideration when buying holiday gifts this year.
- Who’s on the List:
27% plan to buy gifts for fewer people than last year.
- Consumer Shopping Budgets:
46% plan to spend the same amount on gifts as last year, showing adherence to a consistent budget for holiday gifting. However, 37% of respondents plan to spend less, reflecting economic caution or budgetary constraints.
- Savings Tactics for the Holidays:
53% are taking extra steps this year to save for holiday gifts, with the most common strategy (31%) being cutting back on non-essential spending.
- Where Consumers are Shopping:
While most shoppers plan on doing their holiday shopping online (68%), almost as many (63%) still plan to shop in-store, indicating that brick-and-mortar shopping retains importance.
As middle-class Americans navigate the holiday season, they are trying to balance the magic of gift-giving with the realities of budgeting—like finding joy in snagging the perfect deal while sticking to their shopping list. Whether it’s the holidays or not, we find value in understanding consumer mindset and behaviors.
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