Holiday shopping is colliding with economic anxiety for millions of Americans, and the sticker shock is hard to ignore this season.
Roughly half of U.S. adults say buying holiday gifts feels harder than usual as inflation and cost of living pressures continue to squeeze household budgets, according to a new survey from the Associated Press-NORC Research Center released Friday. The poll found 63 percent of respondents say prices for gifts are higher than normal, a slight improvement from 2022 but still a clear signal of financial strain.
Economic worries remain widespread. In the survey, 68 percent of adults described the nation’s economy as “poor,” unchanged from last year. Affordability concerns have intensified in recent weeks and are increasingly shaping political sentiment, including growing dissatisfaction with Donald Trump’s handling of the economy during his second term.
“Prices are up. What can you do? You need to make more money,” said Sergio Ruiz, 44, of Tucson, Arizona. Ruiz said he is relying on credit programs to cover holiday gifts for his children.
A separate AP poll released Thursday showed just 31 percent of Americans approve of Trump’s economic performance, marking the lowest rating of either of his terms. Critics argue the administration has moved slower than promised on lowering everyday costs.
Trump has pushed back, placing responsibility on the previous administration. “I inherited a total mess. Prices were at an all-time high when I came in. Prices are coming down substantially,” he said Tuesday at a rally in Pennsylvania. He also pointed to lower gas prices in some states, saying, “When that happens, everything comes down.”
Despite those claims, nearly half of Americans say gas prices are higher, while majorities report increases in electricity and grocery costs. With affordability top of mind, Democrats are sharpening their focus on pocketbook issues ahead of the 2026 midterms.
