Caution Keeping Holiday Shopping Low

Publication Date: 12/19/2025 5:00 AM CST

Caution Keeping Holiday Shopping Low

Publication: 12/19/2025 5:00 AM CST

Member Content

The content you are trying to access is currently only available to Gold Circle Members. If you are a member, please log in to view.

To learn more about becoming a Gold Circle Member, please refer to our membership page.

Full Toplines: RESTRICTED

Full Crosstabs URL: RESTRICTED

Toplines are free for use after embargo, if any. Crosstabs are confidential and not for public release. However, you may cite specific demographic data from these reports.
For any data released, please cite Napolitan News Service.

Public Content

Two thirds (67%) of voters say they will be doing holiday shopping this year, down 5 points from two weeks ago and 3 from a month ago.
- A year ago, 81% said they would be holiday shopping.
Among those shopping, 22% of voters will spend more than last year, while 28% say they will spend less.
- In 2024, 25% said they would spend more, and just 19% planned to spend less.
There is unlikely to be a big surge in numbers, a solid majority of voters are either finished with their shopping (20%), or mostly finished (39%).
- Just 7% have not yet started.
Among those shopping, a strong plurality (45%) say they will split their shopping about half and half between online and in retail stores.
- One in 10 (11%) say they will complete all of their shopping online, while another 24% will do most of their shopping online.
- Just 7% will shop only in retail stores this year.

This data is from a Napolitan News Service survey of 1,000 Registered Voters conducted online by Scott Rasmussen, December 15-16, 2025. RMG Research, Inc., conducted the field work for the survey. It has a margin of error of +/- 3.1.