The report says that shoppers are planning to spend less in this holiday season, star-news.press/wp

Consumers in the United States are planning to alleviate their vacation for the first time in five years, amid economic pressure on consumer governor.

More than 80 % of consumers said they are planning to reduce seasonal spending during the next six months, according to the PWC expectations for the year 2025, which was published on Wednesday. PWC has wiped 4000 American consumers from June 26 to July 9, with 1,000 participants for each adult generation (Gen Z, Millennials, Gen X and Baby Boomers).

American consumers are in an approximate place. As the global tariff for President Donald Trump increases, and as inflation stopped slowing down and the labor market is still weak, consumers are beaten before they hit them more than more than more crowded – and the most expensive. More than 50 % of the respondents said that during the holiday season, the increases in public prices may affect how their money is spent.

On average, consumers plan to spend $ 1,552 each – a 5 % decrease from last year. This is the first “noticeable decline” since 2020, according to the report, and consumers are planning to take an ax to the era of holidays by reducing spending on holiday gifts by 11 %. Fears of customs tariffs are to sharpen the withdrawal further. Consumers who said they are concerned about high prices or the availability of elements due to the drawing plan to spend 10 % on gifts less than the respondents who do not care.

This exclusion appears in how people plan to shop. Nearly 80 % of the respondents said they are planning to search for more reasonable alternatives, while 65 % are looking for discounts after the holiday. The report found that online searches for “discount” and “voucher code” increased by 11 % during the past year.

Gen Z leads the decline in holidays: The respondents between the ages of 17 and 28 said that they are planning to reduce their spending by 23 %, a sharp reflection of last year, when General Zires spent 37 % more on an annual basis. One of every four now says that their financial situation is worse than last year, and that the discounts in the planned budget means that “retailers can fight more difficult because of a smaller group of Gen Z’s Appreciation this season,” the report said.

Through the rest of the age groups, the budgets look more stable. The millennial generation plans for only 1 % less spending than last year, and children are running in the other direction, with an increase of 5 % this season compared to last year.

These budgets are increasingly associated with a new planning assistant: artificial intelligence. When it comes to planning for holidays, 68 % of consumers said they are likely to use artificial intelligence to compare flights, while 57 % said they would use them to reserve their travel. About 75 % of the millennial generation said they are likely to use artificial intelligence for travel recommendations, about 15 % of the millennial generation and Gen Z said they are planning to use artificial intelligence to help find gifts.

The shopping season for this year emphasizes a clear transformation in spending – steady demand with some consumers, but a general decline indicating the most stringent terrain.