In brief
This holiday season, American shoppers are facing a challenging economic landscape, with many dipping into savings and delaying purchases due to high prices. A new AP-NORC poll reveals that a significant number of Americans feel financially strained, echoing sentiments from last year under President Biden. With 68% labeling the economy as 'poor', consumers are increasingly budget-conscious and seeking deals, reflecting a prevailing unease about future economic conditions.
WASHINGTON (AP) — This holiday season isn’t quite so merry for American shoppers as large shares are dipping into savings, scouring for bargains and feeling like the overall economy is stuck in a rut under President Donald Trump, a new AP-NORC poll finds.
The vast majority of U.S. adults say they’ve noticed higher than usual prices for groceries, electricity and holiday gifts in recent months, according to the survey from The Associated Press-NORC Center for Public Affairs Research.
Roughly half of Americans say it’s harder than usual to afford the things they want to give as holiday gifts, and many are delaying big purchases or cutting back on nonessential purchases more than they would normally.
This assessment poses a challenge for the Republican president, who returned to office promising to lower prices yet faces enduring inflationary pressures that threaten his popularity just as they did for Democrat Joe Biden. Currently, 68% of U.S. adults rate the economy as 'poor', remaining unchanged since December 2024.
White House officials are strategizing to bolster public confidence in the economy before the midterm elections by sending Trump across the country to connect with voters. In a recent speech in Pennsylvania, he defended price increases, attributing them to tariffs and suggesting that citizens should simply buy fewer toys.
Consumer sentiments are reflected in actions as well, with about 40% of Americans looking for lower prices more than they usually would. The poll shows that many are feeling the pinch, making decisions that align with financial caution rather than political allegiance.
Ultimately, as holiday shopping unfolds, economic optimism remains in question, with many expecting conditions to worsen in the coming year. The mix of tariffs, spending cuts, and fiscal pressures continues to shape consumer behavior as they navigate the holiday season.
