"And signs are pointing to some of the deepest discounts seen in years, as stores try to coax shoppers into splurging. The National Retail Federation, an industry trade group, is forecasting another record season. For the first time, it says, Americans will spend more than $1 trillion on gifts, food and decorations. It's an optimistic prognosis that would mean sales growing by roughly 4%, just like they did last year."
"Lower-income shoppers are under pressure, tightening their budgets. But regardless of income, shoppers are hunting for deals in a specific way for quality that matches the price. At the grocery store, for example, this has been showing up as people refusing to pay more for name-brand groceries and, instead, switching to store brands. Or at Home Depot, people have scaled back on appliances but when they do buy, they often choose the fancier upgrades with bells and whistles."
Tariffs and higher living costs raised early concerns, yet holiday spending remains robust with forecasts predicting record sales above $1 trillion and roughly 3–4% growth. Retailers are offering some of the deepest discounts in years to entice shoppers into larger purchases. Spending has been bolstered by wealthier households while lower-income consumers tighten budgets. Shoppers across incomes increasingly hunt for value, trading brand loyalty for store brands and prioritizing quality that matches price. Consumers are cutting back on some purchases but selectively trading up on premium features, often splurging on one high-end gift.
Read at www.npr.org
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