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Economic Sentiment Among American Shoppers This Holiday Season

Strained Consumer Confidence

This holiday season is less jubilant for American shoppers than in previous years, with many individuals resorting to their savings, seeking out bargains, and expressing feelings of economic stagnation under President Donald Trump’s administration, as reported by an AP-NORC poll. A significant portion of U.S. adults has observed unusually high prices on essentials like groceries, electricity, and holiday gifts in recent months, according to comprehensive survey data from The Associated Press-NORC Center for Public Affairs Research.

Financial Challenges in Holiday Spending

Approximately half of Americans report that affording holiday gifts has become more challenging than usual. Many are postponing larger purchases or scaling back on nonessential items more than they would under normal circumstances. This trend presents a sobering reality for Trump, who initially returned to power promising consumers relief from high prices. Despite these assurances, inflation continues to haunt him, mirroring the economic challenges faced during Biden’s presidency. Remarkably, the sentiments reflected in this recent polling closely resemble those observed in December 2022, indicating persistent concerns about rising costs, which have been exacerbated by Trump’s tariff impositions.

Presidential Claims vs. Public Perception

The president has adamantly stated there is “no” inflation and that the economy is thriving—expressing frustration at the disconnect between his administration’s narrative and the public’s perception. “When will people understand what is happening?” Trump exclaimed on Truth Social. “When will polls reflect the greatness of America at this point in time, and how bad it was just one year ago?” However, the findings reveal that a staggering 68% of U.S. adults view the economy as “poor,” a sentiment that remains unchanged since December 2024, prior to Trump’s return.

Americans’ Economic Behavior Amidst Price Increases

Shift in Consumer Spending Habits

White House officials are strategizing to boost consumer confidence in the economy by rallying support across the nation in the lead-up to next year’s midterm elections. However, during a recent visit to Pennsylvania, Trump defended the price increases linked to his tariffs by suggesting Americans should reduce their discretionary purchases, such as toys for children. These comments sharply contrast with the public’s sentiments expressed in the poll, including those who supported him in the previous election cycle.

Many shoppers are feeling the strain. For instance, Sergio Ruiz, a 44-year-old from Tucson, Arizona, shared his experience of utilizing “buy now, pay later” options to manage the costs of gifts for his children. While not particularly political, Ruiz voted for Trump in the last election and expressed a desire for lower interest rates to stabilize his real estate business. “Prices are up. What can you do? You need to make more money,” he remarked, reflecting the real challenges many face.

Bargain Hunting Behaviors

The poll indicates that around half of Americans are actively on the hunt for the lowest prices more than usual, with nearly 40% tapping into their savings more frequently. Interestingly, Democrats are reportedly more likely than Republicans to reduce expenses and seek out discounts, although many Republicans are also adjusting their shopping behaviors, with similar percentages looking for deals and buying fewer nonessential items.

Economic Perspectives Similar to Previous Administrations

Historical Context of Economic Sentiment

Public sentiment regarding holiday shopping and overall economic well-being was similarly bleak during Biden’s administration in 2022, when inflation reached a four-decade high. While inflation has since eased, it still hovers around 3%—a full percentage point above the Federal Reserve’s target—leaving many Americans apprehensive as the job market shows signs of a downturn.

The survey reveals that many families are grappling more with the absolute levels of prices rather than solely the inflation rate. An alarming 87% of U.S. adults have reported noticing substantially higher prices for groceries, with roughly two-thirds expressing similar sentiments about increases in electricity and holiday gift costs. Approximately half have also observed a spike in gas prices.

Interestingly, despite the decline in inflation rates since the previous peak, the feelings about grocery and holiday gift prices remain nearly unchanged from the 2022 poll. Even though consumer spending has shown resilience, Trump’s tariffs have altered shopping behaviors. Shoppers like Andrew Russell, a 33-year-old adjunct professor from Illinois, have changed their purchasing habits due to tariffs, now preferentially sourcing gifts locally rather than from international vendors.

The Outlook: Little Optimism for Recovery

Economic Forecasts for the Coming Year

Few individuals foresee substantial improvements in the economy in the upcoming year, indicating that Trump’s approach hasn’t instilled significant confidence among the populace. About 40% of U.S. adults predict that economic conditions will worsen, while 30% expect little change. Only 20% believe the situation will improve, with Republicans generally more hopeful than Democrats.

This outlook represents a significant decline in optimism compared to the previous year, when nearly 40% anticipated better economic conditions in 2025. Millicent Simpson, a 56-year-old from Cleveland, Ohio, expressed her concerns about the ongoing economic pressures, especially for those relying on Medicaid and Supplemental Nutrition Assistance Program benefits. Simpson, who supported Biden, places some blame on Trump for the burdens she faces as winter approaches: “He’s making it rough for us,” she lamented.

legal Assistance for Adjusting to Economic Pressures

Utilizing AI legalese decoder for Clarity

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The AP-NORC poll of 1,146 adults was conducted from December 4-8, utilizing a representative sample drawn from NORC’s probability-based AmeriSpeak Panel. The margin of sampling error for the overall adult population is plus or minus 4 percentage points.

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