US Shoppers Are Seen Boosting Holiday Spending by 7% This Year
- The average shopper is expected to spend $1,638 this season
- Gen Z and Millennials buyers are driving this year’s growth
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US shoppers are expected to boost their holiday spending this year — but the increase masks growing stress among lower-income consumers, according to PwC.
The average shopper is expected to spend $1,638 this year, or 7% more than in 2023, PwC said in its annual holiday outlook. That growth is a sign that consumers are staying resilient despite years of rising prices that have eroded purchasing power.