Consumers across the United States are heading into the 2025 holiday season with a clear message: They’re still celebrating, but they’re spending smarter.

According to JLL’s latest Holiday Shopping Survey Report, Americans are focusing on value, strategy, and purpose as they balance festive spirit with tighter financial realities.

JLL’s survey of 1,001 consumers found that shoppers are planning smaller budgets, shorter shopping trips, and more intentional purchases. The result? A holiday season that remains joyful, but also one where every dollar counts.

A 10% drop in holiday budgets

The research shows that the average American plans to spend $1,133 this holiday season, a 10.2% drop from last year’s $1,261, according to JLL. That decline signals a notable shift from holiday excess toward more deliberate spending.

But the national averages mask deep divisions. Shoppers earning more than $150,000 a year plan to spend 26% more—nearly $1,963—while lower-income households making under $50,000 are cutting back by 24%, to just $699. That widening gap paints a picture of a holiday season split between restraint and indulgence.

The power of time and experience

JLL’s data also highlight how longer store visits translate into higher spending. Shoppers who linger in stores for 90 minutes or more spend an average of $1,416, 79% more than those who stay under half an hour.

That finding underscores the importance of experience-driven retail. Retailers that create comfortable, engaging spaces will see the biggest rewards. The reason? When people spend more time in a store, they spend more money.

Prioritizing giving over self

Even as budgets tighten, the spirit of giving endures. About 25% of consumers say they’ll skip buying for themselves this year, up from 17% in 2024. Spending on gifts for others remains steady at about $580 per person, but self-gifting, especially on electronics, has dropped sharply, from 47.5% of consumers last year to just 32% this year.

Physical retail still matters

Despite the ongoing dominance of e-commerce, more than 83% of consumers will visit brick-and-mortar stores this holiday season. Only 16% plan to shop entirely online. Nearly three-quarters will mix physical and digital channels, reflecting a hybrid approach that blends convenience with in-person experiences.

Shoppers are especially drawn to value-oriented destinations. Mass merchandisers such as Walmart and Target are regaining their footing, attracting 62% of holiday shoppers, up from last year. Credit competitive prices and one-stop convenience. Department stores remain strong, appealing to about half of consumers, but they’re losing ground to the mass-market resurgence.

A culture of constant deals

The hunt for bargains is no longer a trend. It’s a mindset. About 71% of shoppers say low prices and sales are their top priorities, while 60% say they’ll chase more discounts than usual. Nearly half (46%) plan to take advantage of deal days like Black Friday and Cyber Monday, but an equal share of consumers say they’ll be searching for discounts all season long.

As JLL reports, the holiday shopping calendar has extended, with consumers looking for savings from November through to the New Year.

Food, social media and focused shopping

Shopping trips are increasingly doubling as dining experiences. More than 84% of consumers plan to eat or drink while shopping, whether grabbing coffee, a snack or a sit-down meal.

The connection between food and retail spending is clear: Shoppers who take breaks to dine or snack tend to stay longer in a store and spend more.

Social media also continue to shape how consumers discover and decide what to buy. About 79% of shoppers use platforms like TikTok, Instagram or Facebook for holiday inspiration. Gen Z leans heavily on TikTok, Millennials spread their attention across multiple platforms, and Baby Boomers stick mostly to Facebook and Instagram.

Meanwhile, efficiency is the new retail strategy. Nearly two-thirds of consumers plan to complete their holiday shopping in five stores or fewer, signaling a move toward concentrated, goal-oriented trips rather than the marathon shopping sprees of years past.

A season of selective celebration

JLL’s findings paint a portrait of a holiday season defined by both restraint and resilience. Shoppers are cutting back but not cutting out the holiday spirit. They’re combining digital inspiration with physical experiences, chasing deals while prioritizing meaning, and proving that celebration, even on a budget, remains a priority.