Shoppers tighten budgets ahead of the holidays

As the holiday shopping season nears, multiple consumer surveys and industry reports show shoppers are tightening their budgets, hunting for deals and shifting the way they plan to buy gifts. The trend is evident across North America and the United Kingdom, with respondents saying they will start shopping earlier, be more selective about purchases and lean toward lower-risk payment methods.

The findings show widespread price sensitivity. Roughly two thirds of respondents said they will spend more time looking for deals and that discount-seeking will drive additional store visits. More than 70 percent reported greater selectivity due to perceived price increases linked to tariffs, and around two thirds said they would avoid retailers that raise prices significantly. Gift cards remain popular, with about two thirds of shoppers saying they plan to buy them and citing them as an easy way to stick to a budget. Apparel, toys and food and beverage items ranked among the top planned gift categories.

Affordability worries are shaping spending plans. In the United States, a large share of shoppers described their holiday outlook as more negative or unchanged from past years, and nearly...