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2025 holiday shopping shows a split between caution and confidence

Tuesday, October 14, 2025 — 17:35:28 (UTC)

Atlanta, GA, October 13, 2025 — Americans are heading into the holiday season with mixed approaches to gift-giving, according to new research from Ingenico, a global leader in payment acceptance. The survey collected responses from 2,000 consumers across North America and analyzed trends by age, gender, and region. While younger adults and seniors are tightening their budgets, adults in their prime earning years (ages 35–44) are planning to spend more on gifts than ever.

So, how are Americans feeling about holiday spending this year, and what does this mean for retailers? The survey reveals clear differences across generations, gender, and region:

Cautious Shoppers

Many Americans are entering the holidays with a cautious mindset, taking a careful look at budgets and priorities before deciding how much to spend. Younger adults and women are leading this approach, carefully weighing purchases to balance costs and expectations. 74% of 18–24-year-olds and 44% of over-65s report concerns about affording gifts this year. Women feel the pinch more deeply, with 58% saying the holidays are less affordable compared to 47% of men. Regional differences also play a role, with consumers in the Northeast (68%) and West (66%) expressing the highest financial worry. Rising living costs, student debt, and fixed retirement incomes likely influence this careful attitude.

Confident Shoppers

By contrast, adults aged 35–44, often in their prime earning years, are entering the holidays with confidence. Thanks to higher earnings and financial stability, 62% of this group plan to spend more than last year, treating gifts as a chance to splurge more than other demographics. Many are also leaning on credit and flexible payment options. 63% of adults in this age range expect to use more credit this holiday season than in previous years to balance larger expenses, like housing and essentials, while still enjoying gifts, experiences, and brand-name purchases. This confidence is shaped in part by where they live: 59% of Midwestern consumers report fewer concerns about affordability than those in the Northeast (68%) or West (66%), reflecting regional variations in cost of living. This segment represents a key opportunity for retailers to connect with shoppers ready to invest in higher-value purchases.

“This year’s holiday shopping season is shaped by two distinct consumer mindsets: the cautious budgeter and the confident spender,” said Sandra Ishak, Head of Marketing, North America at Ingenico. “Retailers who embrace flexible payment solutions—like Buy Now Pay Later, split payments, and frictionless mobile wallet or contactless checkout—are best positioned to serve both segments. These options empower budget-conscious shoppers to manage expenses without sacrificing experience, while enabling more assertive buyers to optimize their purchasing power. By catering to both ends of the spectrum, retailers can drive conversion, loyalty, and growth—even in a market defined by economic uncertainty and evolving expectations.”

Ingenico’s research demonstrates that understanding the interplay of age, region, gender, and payment behavior is critical to holiday retail success. Retailers who tailor messaging, promotions, and checkout experiences to accommodate both cautious and confident consumers are better positioned to capture a larger share of holiday sales while fostering loyalty and satisfaction.

About Ingenico

Ingenico is the global leader in payment acceptance and services. We support our customers, and their customers, to do more with payments. Active in 32 countries, with over 3,000 employees, we have been at the forefront of the commerce landscape for over four decades. With tens of millions of payment devices deployed worldwide, powered by over 2,500 apps, the company is servicing the needs of millions of consumers every day. Through our advanced integrated solutions and network of partnerships, we simplify the world of payments and bring value-added services to move commerce forward. ...

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Source: Company press release.

Categories: Reports and research