Winter Holiday Data and Trends | 2025 Holiday Consumer Spending Insights

NRF’s holiday surveys gauge consumer sentiment and shopping trends during the holiday season, including Thanksgiving, Black Friday, Small Business Saturday, Cyber Monday, Super Saturday and Christmas. Check out NRF's Winter holidays FAQs and our Winter Holidays historical highlights for more information on the latest holiday season and years past. Check back often to stay up to date on retail's busiest season.

2025 Winter Holiday spending highlights

91% of consumers plan to celebrate the winter holidays
Consumers are budgeting an average $890 for gifts and other seasonal items
Families with children plan to spend $33 more on average on gifts this year
186.9 million people are planning to shop from Thanksgiving Day through Cyber Monday this year
Top toys include Legos, Barbie, Hot Wheels and a doll

View more data in the slides below.

Thanksgiving weekend expected to draw largest number of shoppers

A record 186.9 million people are planning to shop from Thanksgiving Day through Cyber Monday.

View the press release

NRF expects holiday sales to surpass $1 trillion

NRF predicts retail sales in November and December will grow between 3.7% to 4.2% over 2024.

Secondhand gifting rises in popularity as consumers consider higher prices this holiday season

Winter Holidays

Nov 13, 2025

Secondhand gifting rises in popularity as consumers consider higher prices this holiday season

NRF’s countdown to the winter holidays: 85% of shoppers expect gifts to cost more because of tariffs

NRF 2025 Winter Holiday Consumer Outlook

Winter Holidays

Nov 12, 2025

NRF 2025 Winter Holiday Consumer Outlook

Explore the 2025 holiday sales forecast, consumer spending expectations and trends for the winter holiday season.

Consumers to Spend Second-Highest Amount on Record, According to NRF Holiday Survey

Winter Holidays

Oct 16, 2025

Consumers to Spend Second-Highest Amount on Record, According to NRF Holiday Survey

Consumers plan to spend $890.49 per person on average this year on holiday gifts, food, decorations and other seasonal items.

Stay tuned throughout the holiday season

From the hottest toys to the turnout for Thanksgiving Weekend — NRF publishes research updates throughout the holiday season on how consumers plan to celebrate the holidays.

Key dates coming up

Dec. 2: NRF will announce the results of the five-day Thanksgiving shopping weekend during a press call at 11am ET. To RSVP, contact press@nrf.com.

Additional media resources

Winter holiday consumer spending survey video Q&A
NRF Vice President of Industry and Consumer Insights Katherine Cullen discusses NRF’s 2025 winter holiday consumer spending survey.

View and download video

Holiday sales forecast call recording
Download and listen to a recording of NRF’s 2025 holiday sales forecast call from Nov. 6.

Download recording

NRF 2025 holiday sales forecast video Q&A

NRF Chief Economist and Executive Director of Research Mark Mathews discusses NRF's 2025 holiday sales forecast.

View and download video