Consumer Behavior

Increasing prices impacting holiday shopper plans

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November 21, 2025

Nearly seven in 10 shoppers report increasing prices will impact spending plans this year, with 39% expecting to spend less.

Those are findings from a Lending Tree study that also revealed nearly two-thirds of American shoppers will shop on Black Friday.

"Americans love a good Black Friday deal, but it is clear that inflation is making many people rethink their plans," Matt Schulz, LendingTree chief consumer finance analyst, said in a press release on the findings. "Rising prices and tightening budgets mean that a lot of Americans are going to cut back their spending this year."

The survey polled over 2,000 consumers on holiday shopping plans.

Additional findings include:

• 38% who have made Black Friday purchases in the past have gone into debt as a result.
• More than half of past Black Friday shoppers (56%) have spent three hours or more in line for sales and 20% admit to waiting overnight, including 29% of parents with young kids.