Many people don’t start thinking about the holidays until Thanksgiving. But as soon as the day of Thanksgiving comes to an end, holiday shopping is all that can be thought about. The American culture of giving extravagantly continues, if not the most it has ever been.
In 2006, the total annual U.S. holiday retail sales were up to 500 billion dollars. Since then, that amount has increased substantially. The average percent change from 2006 to 2023 was about 3.805% putting 2024 at a record high of 976.1 billion dollars. As of 2025, the U.S. is projected to break 1 trillion dollars for the first time in history based on holiday shopping. From Thanksgiving to Cyber Monday, there were a record-breaking 202.9 million consumers shopping, 5 million more than last year.
Cultural traditions, store promotions, inflation and giving to loved ones are among many reasons why consumers opt to spend heftily on holiday shopping. In a religious context, the season of giving dates back to the birth of Jesus Christ, when the Three Kings traveled far to give gifts to Jesus. Since then, people, Christian or not, have been gifting each other presents specifically for Christmas.
Companies and stores also give out huge deals and sales, making it harder to resist the shopping frenzy. Large stores such as Target and Home Depot sell appliances for up to 35% off. Amazon gives Holiday Deals, while Walmart sells wireless tech and home essentials for up to 65%. The sheer volume of these deals makes shopping post-Black Friday and Cyber Monday much less practical..
These exclusive holiday sales and discounts draw in more customers, increasing the number of people buying, and adding to the national holiday spending amount. “They’re spending more for the same goods as well as just spending more in general,” said senior Jack Rippchen.
While inflation does add to the gargantuan holiday retail sale numbers, it actually only accounts for a partial amount. On average, from 2002-2024, the annual rate of change of inflation was about 2.5% per year. From 2012-2023, the average rate of change of holiday spending was 4.9% per year. Holiday spending grew nearly twice as fast as inflation, showing the strength of social importance over economic concern.
These statistics show neither a change in consumerism nor does it show an increase in a giving attitude. It shows the strength of culture, e-commerce and mindset. “I think it’s increasing because the population is growing,” expressed senior Ammar Bazaraa. “Gift giving has become highly advertised and easy to do with the expansion of online shopping and ads.”
Regardless of inflation and economic uncertainty, Americans continue to buy heavily during holidays, showing that shopping during the season is non-negotiable. “I enjoy the idea of doing things for others,” added Rippchen. “People are starting to feel the same way.”
This sentiment, paired with the advancement of online platforms, makes it easier for people to spend their money. Shopping online simply cuts a lot of the inconveniences of leaving the house and shopping in person. “I think it’s rooted in giving, but as people exchange gifts, they keep wanting to buy bigger, better and more expensive things,” said Bazaraa.
In spite of economic stress, Americans continue to side with generosity and tradition, showing resistance to dialing back on giving gifts. The numbers show that the American spirit of giving and buying is non-negotiable even in spite of uncertain times.
