HOLIDAY SHOPPERS PLAN ADJUSTMENTS FOR INFLATION.

Finances are the top concern among holiday shoppers, with many wondering about their ability to afford gifts this year in light of rising prices and tighter budgets, according to Numerator, a data and tech company serving the market research space. Despite these fears, overall spending on gifts is expected to remain on par with last year, Some 59% of holiday shoppers say they are worried about their ability to afford gifts this year, and 66% expect inflation to have a moderate or significant impact on their shopping. Ninety-three percent of consumers will adjust their gift shopping to account for higher prices. The top adjustments will be seeking out additional promotions and sales (49%), purchasing less expensive gifts (43%), buying fewer gifts (38%), and getting gifts for fewer people (22%).

Sixty-four percent have a set budget for holiday gifts; 51% expect to spend over $500 on gifts; and 17% plan to spend more than $1,000. Thirty-six percent of millennial and Gen Z shoppers say they will spend more on gifts this year than they did last year, citing improved job situations and a...