Thrivent's 2025 Holiday Spending Survey Finds Majority of Americans Cutting Back on Holiday Spending Amid Economic Uncertainty

• Thrivent's 2025 Holiday Spending Survey reveals 71% expect inflation to have a negative impact; Two thirds believe tariffs will make the holidays more expensive.
• Half of Americans express concern about managing their holiday finances this year.
• Seven in ten Americans plan to cut back on spending in at least one area; dining out (44%), gifts (32%), and travel (28%) are among the most common targets.
• Three tips to address worries: make a plan before you shop, prioritize moments over spending, and reimagine holiday traditions, recommends Thrivent Financial Advisor Sarah Hamlen.

MINNEAPOLIS, Nov. 11, 2025 /PRNewswire/ -- Thrivent today released the results of its 2025 Holiday Spending Survey, which shows Americans are approaching the holidays with caution—many say they'll be scaling back spending to keep their finances in check. The shift in seasonal spending shows financial concerns will be center stage this fall with the unease around inflation and tariffs setting in for most Americans.

"We often think of the holidays as a time full of joyful moments—like gift giving, celebratory gatherings and family travel—and we know those things can also bring financial challenges and stress," said Thrivent Financial Advisor Sarah Hamlen. "While there's still so much to celebrate and be thankful for, we expect the pressure of higher prices and less disposable income to change holiday traditions and spending for many people. Working with a financial advisor can give people clarity and confidence so they can focus on what truly matters—celebrating the season without the stress of overspending."

Thrivent's survey, conducted by Ipsos, answers questions about the drivers of people's financial concerns for the upcoming holiday season and reveals who's feeling the burden most intensely.

What's driving Americans' unease behind holiday spending this year?
The broader economic environment—namely inflation and tariffs—is a main contributor to financial concerns, according to Thrivent's survey. Seven in ten respondents say inflation is negatively impacting their finances this holiday season, followed by tariffs (60%) and global economic conditions (55%).

Among those concerned about their holiday finances, the top two reasons for concern include worrying about the general cost of everything given rising prices (64%) and living paycheck to paycheck (32%). There will be some longer-term impacts, as well, as 37% of Americans say they feel pressured to spend more than they can afford during the holidays. 

Who is most likely to feel financial strain during the holidays?
Thrivent's survey shows that as pressure to spend rises, women are more likely to feel concerned about managing their holiday finances than men (54% to 46%) and parents are more concerned than non-parents (58% to 45%). Adding to this concern, moms are also feeling the greatest worry about their finances (61%). Accordingly, 79% of moms plan to cut back on holiday spending this year.

The financial strain can take an emotional toll, as well, with 42% of women associating stress with holiday shopping, compared to 35% of men. Similarly, 44% of parents connect stress to holiday shopping, outpacing non-parents (34%).

How are people planning to cut back on spending during the holidays?
Among those planning to cut back on spending in at least one area this holiday season, dining out, gifts, and travel are the most common. For respondents who intend to scale back on gifts, the majority indicate they will either purchase fewer items overall (56%) or opt for less expensive alternatives (50%). More than half of those cutting back on travel say they plan not to travel at all.

How do different generations feel about holiday spending this year?
Gen. Z (39%), Millennial (44%) and Gen. X (44%) respondents are feeling more stressed about holiday shopping than Baby Boomers (28%). When comparing how they feel about holiday spending this year versus how they recall feeling last year, Millennials say this year is even worse than last (39%), more negative than Gen. Z (33%), Gen X (35%) and Baby Boomers (31%).*

How can Americans manage the increased stress around holiday spending?
Americans of all backgrounds and financial situations can work together with a financial advisor to build a plan that helps them navigate the challenges of holiday spending—and make the season a more joyful one. Here are three tips Thrivent Financial Advisor Sarah Hamlen frequently discusses with her clients leading up to the holiday season:

• Make a Plan and Check it Twice: Planning ahead allows you to enjoy the holidays with more confidence and less financial stress. Before you shop or book travel, take time to map your priorities and your budget. Outline what you can realistically spend and align your budget with what matters most — whether that's family experiences, giving back, or simply staying debt-free. Track your spending as you go and treat your plan as a tool that helps you focus on what matters most during the holiday season and avoid overspending.
  
  
• Find Magic in Moments, Not Spending: For parents, the holidays can bring pressure to create picture-perfect moments, but real holiday magic doesn't just come from what you put under the tree. I encourage my clients to focus on experiences that strengthen their family's connection, like baking cookies together, watching a favorite movie, or volunteering in your community. These traditions not only ease financial strain, but also teach kids that joy comes from family and generosity, not spending. By simplifying the season and focusing on experiences, you can manage expenses while creating lasting memories.
  
  
• Reimagine Traditions to Fit Today's Reality: Traditions can be meaningful without being expensive. If rising costs are making old holiday habits feel out of reach for you and your family, consider updating them to reflect what works for your life now. Swap a big gift exchange for a potluck or a shared experience or set spending limits that everyone agrees to in advance. By adapting traditions with intention, you can preserve their spirit while easing financial pressure for yourself and others.

To discuss the survey findings and advice from Thrivent Financial Advisor Sarah Hamlen, please email: Nathan.Dupont@thrivent.com or mediarelations@thrivent.com.

About Thrivent
Thrivent is a Fortune 500 financial services company that helps build, grow and protect financial well-being through purpose-driven advice, investments, insurance, banking and generosity programs. Thrivent serves more than 2.4 million clients through thousands of financial advisors across the country and has more than $194 billion in assets under management/advisement (as of 12/31/24). Thrivent carries strong financial ratings from independent rating agencies - including AM Best, Moody's and S&P Global Ratings - which demonstrate the company's financial strength, stability and ability to pay claims. Ratings don't apply to investment product performance and more information can be found on each rating agency's website. For more information about Thrivent, visit Thrivent.com or find us on Facebook, Instagram and LinkedIn.

About Ipsos
Ipsos is the world's third largest market research company, present in 90 markets and employing more than 18,000 people. Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions. Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

Survey Methodology
This poll was conducted by Ipsos on behalf of Thrivent Financial from September 29 – October 6, 2025, using the probability-based KnowledgePanel®. This poll is based on a nationally representative probability sample of 2,279 general population Americans. In addition, oversamples were included in three target Metropolitan Statistical Areas to achieve n=500 total completes for each area. The sample for these MSA oversamples came from a combination of KnowledgePanel and supplemental non-probability (opt-in panel) sample. The margin of sampling error for the U.S. gen pop sample is plus or minus 2.1 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error takes into account the design effect, which was 1.08.

* Generations by Age: Gen. Z = 18-28; Millennial = 29-44; Gen. X = 45-60; Baby Boomers = 61+

Media Contact
Nathan Dupont
nathan.dupont@thrivent.com
mediarelations@thrivent.com
414-550-2204 

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SOURCE Thrivent