A new nationwide consumer survey by Omnisend reveals that 78% of U.S. adults plan to cut back on holiday spending in 2025, with nearly half expecting to take on debt during the season. The poll of 1,200 Americans indicates shoppers are adjusting budgets due to a combination of inflation, new tariffs, and economic uncertainty—posing a $55 billion holiday debt burden, averaging $213 per adult.
The survey found that 60% of Americans expect to spend less than $500 total this holiday season, with many turning to alternatives like buy now, pay later (BNPL) to help spread costs. Around 45% of respondents said they would consider BNPL for holiday shopping, with 18% confirming they will use it and 27% indicating they might.
“Households are on a tighter budget in 2025. Inflation has ticked back up and new tariffs are pushing some prices higher,” said Marty Bauer, Ecommerce Expert at Omnisend. “That’s why nearly half of shoppers tell us they’ll lean on buy now, pay later—to spread out gift purchases without piling on interest. BNPL isn’t niche anymore. Last holiday set records for installment spending online. This season, the winners will be retailers who lead with price transparency, offer BNPL as a clearly explained option, and make it easy to shop by budget with gift picks under $25, $50, and $100.”
The study also highlights the primary reasons consumers are shrinking holiday budgets:
-
45% cite rising prices and inflation
-
19% blame tariffs and higher import costs
-
16% are proactively trying to avoid debt
Tariffs are already shaping consumer behavior, with 61% reporting that tariffs have influenced their 2025 holiday shopping plans. Of those affected, 33% see higher prices on items, 19% are avoiding China-based platforms like Temu and Shein, and 16% intend to buy fewer or smaller gifts.
“When low-cost goods aren’t as cheap as they used to be, families trim lists, buy smaller gifts, and look closer to home. It tracks with the broader picture—tighter rules on China imports and the end of duty-free treatment for many small packages have pushed up prices, slowed shipping, and reduced the availability of ultra-cheap online deals,” Bauer explained.
The $55 billion holiday debt estimate was calculated by averaging expected personal debt levels reported by surveyed shoppers, then extrapolating across the U.S. adult population of 258.3 million.
The survey was commissioned by Omnisend and conducted by Cint in July 2025 with a nationally representative sample of 1,200 Americans. More on the findings: Omnisend Survey.
