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Sixty-five percent of Americans say it\u2019s nearly impossible to know how much to \u201csafely\u201d spend this holiday season\u00a0in a recent survey<\/a>.<\/p>\n The survey of 2,000 Americans who celebrate winter holidays uncovers Americans\u2019 financial strain, all the pressures they face when it comes to spending on gifts and \u201cputting on\u201d the holidays and the resulting emotional and financial repercussions.<\/p>\n It\u2019s a very difficult financial year for many, and respondents disclosed they\u2019ve siphoned money from various sources in their lives, saying they haven\u2019t been eating out (25%), putting money in their savings (21%) or even purchasing groceries (19%) in order to put money towards holiday expenses.<\/p>\n Conducted by Talker Research and commissioned by\u00a0Beyond Finance<\/a>, the study found that only half of people (51%) have created a holiday budget this season, and of those, most (64%) have already overspent, or anticipate overspending.<\/p>\n And while some are overspending with cash and debit payments (64%), many are putting expenses on their credit cards (54%), pulling from their savings (21%) or using buy-now, pay-later plans (20%).<\/p>\n More than a third of respondents (35%) also confessed that they\u2019ve accumulated holiday debt in years past, and 31% said they expect to slip into debt this holiday season, or to go into even deeper debt.<\/p>\n Adding to the struggle, the majority of people admitted to \u201cguilt-giving\u201d this year: 52% have already bought or anticipate buying at least one gift for a person out of a sense of obligation, rather than a genuine desire to gift them something. On average, people are spending a little over $250 on guilt gifts this season.<\/p>\n Some groups are under more \u201cgiving pressure\u201d than others. Young Americans feel more of a burden to give than older generations (Gen Z 64%, millennials 66%, Gen X 50%, baby boomers 38%), and those in relationships are spending more this year out of a sense of obligation compared to those who are single (those in relationships 58%, singles 47%).<\/p>\n Parents and grandparents are feeling the squeeze as well, with more parents of kids under 18 (76%) admitting to guilt-giving than non-parents (44%), and more grandparents (59%) than non-grandparents (45%).<\/p>\n People feel the most obligation to give gifts to their kids (44%), partners (37%) and friends (32%) this year.<\/p>\n But it\u2019s not all negative, as respondents reported feeling a mix of joy (59%), excitement (50%) and generosity (38%) along with stress (24%) when purchasing gifts for others.<\/p>\n Yet, holiday gifting proves to be a nuanced opportunity, with two-thirds of people (66%) feeling that there\u2019s an unhealthy pressure to buy holiday presents in American culture.<\/p>\n When it comes to uncovering where gift-giving pressure comes from, according to respondents, the most common source of tension is family norms, with respondents citing their family\u2019s strong traditions and expectations for holiday gifts (29%).<\/p>\n Many also said reciprocity pressure and the sense of obligation to give a gift when you receive one (26%) plays a part here as well, along with marketing and things like gift hauls, gift guides and \u201cwish list culture,\u201d which promote the idea that buying gifts equates to caring for others (25%).<\/p>\n \u201cThe financial anxiety we\u2019re seeing isn\u2019t just about economic uncertainty; it\u2019s about complex and deeply-rooted emotions,\u201d said Dr. Erika Rasure, chief financial wellness advisor at Beyond Finance. \u201cPeople feel torn between wanting to create joy and the guilt of knowing they can\u2019t afford it. When cultural norms, family traditions and social media all amplify that pressure, overspending becomes emotional, not rational.\u201d<\/p>\n One in five people (19%) confessed to having bought a holiday gift, trip or experience for a loved one in the past because they wanted to post about it on social media, with Gen Z (36%) and millennials (33%) being the most likely to do this.<\/p>\n And nearly a quarter (22%) revealed they\u2019ve purchased a holiday gift for someone based on trends or recommendations seen on social media, only to regret it later, because while the gift was trendy, it wasn\u2019t ultimately meaningful or of value.<\/p>\n All this tension and pressure can impact relationships, and in the study, a quarter of those in relationships (24%) said they\u2019ve already hidden, or anticipate hiding, a holiday expense from their partner this year.<\/p>\n The most common ways this happens, according to the findings, are waiting until their partner wasn\u2019t around to buy or receive the item (33%), telling their partner an item was on sale or discounted more than it really was (33%) or using cash so there wouldn\u2019t be a digital trail (32%).<\/p>\n \u201cPeople don\u2019t set out to overspend during the holidays. They want to connect, to make others happy, to participate,\u201d said Lou Antonelli, chief operating officer at Beyond Finance.<\/strong>\u00a0\u201cBut that generosity often turns into guilt and regret. We believe financial and emotional wellness can go hand in hand, and empower consumers to make choices rooted in peace, not pressure, so the holidays can be about meaning \u2014 not money.\u201d<\/p>\n Research methodology:<\/strong><\/span><\/p>\n Talker Research surveyed 2,000 Americans who will celebrate a winter holiday in 2025 and who have access to the internet;<\/strong> the survey was commissioned by Beyond Finance<\/strong> and administered and conducted online by Talker Research between Oct. 14 and Oct. 24, 2025.<\/strong> A link to the questionnaire can be found\u00a0here<\/a>.<\/em><\/p>\n To view the complete methodology as part of AAPOR\u2019s Transparency Initiative, please visit the Talker Research\u00a0Process and Methodology page<\/a>.<\/strong><\/em><\/p>\n<\/p><\/div>\n\nCredit Cards & Savings Used for Overspending<\/strong><\/h2>\n
Regretting Trendy, Meaningless Social Media Gifts<\/b><\/h2>\n