How holiday shoppers plan to manage costs

More than three-quarters of holiday shoppers are planning how to cover the costs of gifts and other items this season, according to the National Retail Federation’s October Holiday Consumer survey. Shoppers plans include cutting back on non-holiday spending, buying fewer items for themselves and using credit. 

Which holiday shoppers are taking steps to cover costs this year? 

Lower-income holiday shoppers remain the most likely to take cost-saving measures, with 80% of those in households making less than $75,000 planning at least one approach to cover the costs of holiday purchases, according to the National Retail Federation’s October Holiday Consumer Survey. Among households making more than $150,000, three in five (60%) plan to take at least one action to cover costs, up from 56% in 2025.  

How are holiday shoppers planning to cover costs? 

Cutting back in other areas of non-holiday spending (32%) remains the most popular approach to budget-managing among consumers cited in the National Retail Federation’s October Holiday Consumer Survey. Another 22% say they will purchase fewer items for themselves.   

Even higher-income shoppers are navigating economic pressures this season: Shoppers in households with incomes above $150,000 plan to cut back in other areas (24%), cut back on spending on themselves (17%), use buy now, pay later services (11%) and take out additional credit cards (10%). 

Keep up with insights from the National Retail Federation throughout the holiday season at NRF’s Winter Holiday Headquarters.