Americans plan to spend 10% less this holiday season compared to 2024, according to Deloitte.
Zoom in: Houston shoppers expect to spend 11% less than last year — averaging $1,606 per person, close to the national average of $1,595, per Deloitte.
92% of local shoppers are hunting for deals.
78% say they'll trade down to more affordable brands and retailers.
56% plan to give gift cards.
45% plan to give DIY gifts.
The bottom line: Nationwide, holiday shoppers are pulling back as rising costs and tariffs squeeze budgets.
Methodology: Deloitte surveyed 4,270 U.S. consumers with a margin of error of ±1–2 percentage points. The Houston sample included 413 consumers with a margin of error of ±5 points in August and September.
