Thanksgiving Day will be celebrated this Thursday, November 27, marking the start of a holiday season when consumers are more worried than ever about their finances. A Deloitte survey reveals that you expect to spend 4% less during the two big shopping days in the United States: Black Friday AND Computer Mondaywhich take place on the weekend of Thanksgiving. The survey data indicates that 2025 marks a significant change in trend as household purchase intent nationwide increased year over year.
This reduction is expected to affect both socioeconomic extremes: Consumers with annual incomes close to $50,000 will spend 12% less than in 2024, while those earning more than $200,000 say they will reduce their spending by up to 18%.
Inflation has been rising since April, according to official data, reaching an annual rate of 3% in September. President Donald Trump’s tariff war has been one of the causes of rising prices that have left Americans reeling from frustration and uncertainty. This week, the president decided to make his policy more flexible and announced a cut in tariffs on Brazil to lower the price of meat, coffee and other fresh products.
Consumer confidence is at its lowest. A study conducted by the University of Michigan on the subject indicates that it is at the minimum levels recorded in November, and just above the minimum of June 2022. The survey highlighted that citizens are particularly worried about their jobs and personal finances: 69% fear an increase in unemployment in the next year (double compared to the previous year) and estimate that inflation will reach 4.5% in 2026. frustrated by the increase in prices and the loss of purchasing power,” he said Joanne Hsu, studio director.
This financial impact has led consumers to look for alternatives, and some wholesalers have benefited. The Walmart supermarket chain reported excellent results last week. Its sales strategy attracts shoppers looking to save on groceries and other essentials. The company said even wealthier families visit the store looking for deals. “As pockets have become tighter, consumers’ money is being spent more on essential goods,” said John David Rainey, the company’s chief financial officer.
Chains Gap and TJX Cos., which owns TJ Maxx and Marshalls, also reported strong quarterly results, another sign that shoppers are prioritizing the economy when making purchases. In contrast, Target and Bath & Body Works, stores aimed at a higher social segment, have difficulty increasing sales.
This holiday season will also mark an increase in the use of “buy now, pay later” digital services. This is confirmed by a PayPal report, according to which half of buyers will use applications such as Klarna, Afterpay and Affirm, which allow you to make purchases and pay for them in installments, generally with 0% interest.
