As the holiday season approaches, many American shoppers are feeling the pinch. A recent AP-NORC poll reveals that a significant number are tapping into their savings and hunting for deals due to rising prices across the board. Groceries, electricity, and holiday gifts are all more expensive this year.
About half of U.S. adults report struggling to afford holiday gifts. Many are delaying big purchases or cutting back on nonessential items. This trend reflects broader concerns about the economy, which many Americans perceive as stagnant. For context, a similar sentiment was noted last year when Joe Biden was in office. Back then, inflation was hitting record highs, a situation that has eased somewhat but still lingers with inflation rates around 3% today.
While President Trump insists that the economy is booming, most Americans disagree. In the poll, 68% described the economy as “poor,” a viewpoint unchanged since December 2024. This draws a parallel to the economic unease felt during Biden’s presidency—a time when inflation had soared to levels not seen in decades.
Real-life reactions to these economic conditions reveal the strain on families. Sergio Ruiz from Tucson shared his use of “buy now, pay later” programs to manage gift expenses. He would like to see lower interest rates to improve his real estate business, emphasizing that people need higher incomes to cope with rising costs.
Many shoppers are now more price-conscious than in previous years. Roughly 50% of Americans are actively seeking the lowest prices, with about 40% dipping into savings more than usual. Interestingly, while Democrats report feeling the economic strain more acutely, even Republicans are budgeting tighter this season.
Andrew Russell, a 33-year-old professor, noted a shift in his shopping habits. Due to tariffs, he has started sourcing gifts locally instead of online. He also expressed concerns about an economic bubble related to artificial intelligence investments potentially collapsing and impacting the stock market.
Looking ahead, optimism for the economy seems low. Only 20% of people believe 2026 will see improvements, a stark decline from the 40% who felt positive about 2025 last year. Many, like Millicent Simpson in Cleveland, worry about the pressures on government assistance programs and the impact on vulnerable populations. She attributes much of her struggles to current policies and their effects on social support systems.
The AP-NORC poll highlights the reality many face this holiday season: high prices and economic uncertainty. With Americans feeling the strain, the holiday spirit might not be as bright as in years past.
For more insights on economic conditions and consumer habits, you can check the AP-NORC Center for Public Affairs Research.
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Public opinion, Joe Biden, Donald Trump, Associated Press, Holiday shopping, General news, Year in Review, AP Top News, Millicent Simpson, Cleveland, Pennsylvania, U.S. Republican Party, Andrew Russell, Washington news, Politics, Business, Ohio, Trump Media Technology Group, U.S. news, Sergio Ruiz, U.S. News
