Key stat: Nearly half (49%) of US holiday shoppers earning $80K–$99K are worried that gifts will cost more this year, found a July survey from Bankrate.

Beyond the chart:

• A third of US adults say tariffs or shipping/import changes will impact their holiday shopping plans this year because prices are noticeably higher on certain products, according to July data from Omnisend and Cint.
• Younger consumers in particular plan to pare back their spending, with Gen Z budgets shrinking 22.5% and millennial budgets shrinking 1.4% YoY, as reported by PwC.

Use this chart: Retailers and marketers should lean into value messaging for middle-income audiences. Highlight deals, bundles, and early-bird savings to ease cost concerns, especially for those in the $80K–$100K bracket who are feeling the pinch but still plan to spend.

Related EMARKETER reports:

• Holiday Shopping 2025 (EMARKETER subscription required)
• US Holiday Ecommerce Sales​ Benchmarks: Q2 2025​ (EMARKETER subscription required)

Methodology: Data is from the September 2025 Bankrate report titled "2025 Holiday Spending Report." 2,567 US adults were surveyed online during July 28-30, 2025, including 2,020 who expect to participate in winter holiday shopping. The figures have been weighted and are representative of all US adults (aged 18+).