Consumers Prioritized Holiday Gifts Despite Budget Pressures

A survey of U.S. households found many families are taking on debt or extra work to fund holiday shopping this season.

Updated on Sept. 28, 2026 in Spending

Bold vector editorial illustration showing a stack of gift boxes balanced on a piggy bank, representing holiday financial pressures. — Consumers in the U.S. are increasingly relying on credit and extra employment to maintain holiday spending levels despite rising costs for food and gasoline. AI Illustration. Upload story photo >

Live Poll

Do you plan to reduce your essential spending this year to afford holiday gifts?

As of September 2026, 49% of surveyed consumers indicated they would purchase gifts despite ongoing financial constraints. Families are balancing these expenses against record-high food and gasoline inflation.

Why it matters

The high cost of everyday essentials is forcing trade-offs that impact household stability. Households are increasingly turning to credit and side employment to bridge the gap between holiday tradition and current budget realities.

A survey of U.S. households shows 16% of respondents will sacrifice everyday essentials to afford holiday gifts. Additionally, 29% plan to recoup funds through January returns, while 20% of shoppers intend to pick up a second job to cover these costs.

The details

To fund holiday purchases, consumers are increasingly relying on credit cards, loans, and buy now, pay later services, which 15% of shoppers plan to utilize. Beyond borrowing, the survey highlights a shift in shopping habits, with one in three shoppers refusing to buy from retailers that raised prices due to tariffs. Many are also avoiding brick-and-mortar stores, with 34% of respondents citing crowds as their primary reason for staying away.

September 2026: The consumer survey was conducted.
Fall 2026: The holiday shopping season began.
November 2026: Black Friday and Cyber Monday shopping events occur.
January 2027: Consumers plan to make holiday-related returns to recover funds.

Money Landscape

Record-high food and gasoline prices are forcing a shift in how families approach seasonal traditions compared to prior years. This reliance on secondary employment and deferred payment options extends the trend of heightened sensitivity to household debt during periods of high inflation.

If you are planning holiday spending, consider auditing your budget for essential expenses first to ensure you have a clear picture of what you can afford without sacrificing necessities. It is wise to speak with a qualified financial professional to evaluate whether utilizing debt or deferred payment services aligns with your long-term financial health.

The takeaway

Many households are choosing to prioritize holiday traditions despite the significant squeeze from current inflation. Reviewing your January budget now can help you prepare for the potential benefit of strategic returns to recover funds after the season concludes.