Gallup Poll: U.S. Holiday Shoppers Plan to Spend Briskly.

Americans plan to spend an average of $1,007 on gifts this holiday season, according to Gallup’s first measure of 2025 holiday spending. That figure is nearly the same as last year’s historically high $1,014 but up from $923 in 2023.

The results are based on a Gallup poll conducted Oct. 1-16.

Although Americans are less religious than in decades past, the holiday season remains a major economic driver, with at least 86% of consumers planning to buy gifts this year. About 31% expect to spend up to $499, 18% plan to spend $500 to $999, and 37% anticipate spending $1,000 or more. Eight percent say they will spend nothing or do not celebrate the holiday, while 5% are unsure how much they’ll spend.

Gallup also asked Americans whether they expect to spend more, the same or less than they did last year. A majority (56%) say they will spend about the same, slightly below the long-term average of 60% since 2006. Another 19%, slightly above the 14% average, say they will spend more, while 23% expect to spend less, nearly matching the historical trend.

Consumer caution about holiday spending surged during the Great Recession, when roughly a quarter of Americans said they were cutting back. Shoppers were most comfortable from 2017 to 2019, when nearly equal shares said they would spend more or less.

While the overall spending average is similar to last year’s, notable differences appear across income levels. Americans in households earning less than $50,000 expect to spend $651 on holiday gifts, down more than $100 from last year’s $776. Those earning $100,000 or more predict spending $1,479, up from $1,403, while middle-income earners forecast $847 vs. $902 last year.

Perceptions of spending changes also differ by income. Among lower-income Americans, 18% say they will spend more this year, down from 28% last year. Half say they will spend about the same — up 10 percentage points — while 30% anticipate spending less, about the same as a year ago.

Among higher-income Americans, 23% say they plan to spend more, up slightly from 18%, while middle-income earners’ responses have remained steady.