This holiday season, Gen Z and Millennials aren’t just thinking about what gifts they’ll buy for their loved ones, but also how they’ll make those gifts fit in their tight budget. Young people think about the price of the gifts they’re buying every year, but inflation has been a top issue on young peoples’ minds this year, one that is certainly rolling over into the holidays. And, YPulse data shows that for 39% of young people holiday shopping begins in October or even earlier, which means their search for sales has already begun. Outside of holiday shopping, their spending habits have begun to show more caution—like their increased affinity for the dollar store and cut back on BTS budgets. A projection from Mastercard in early September expects holiday shoppers will spend 7.1% more this year than last, however, “The projection is also not adjusted for the four-decade high in inflation, suggesting that retail spending could suffer a decline in real terms.” YPulse’s Holiday Shopping Plans Report shows this could...
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