As the 2025 holiday shopping season kicks off, Americans are gearing up for another record-breaking spree, with the National Retail Federation projecting that consumers will spend more than $1 trillion on gifts, food, and décor. Despite this staggering figure, the landscape of holiday spending is shifting in ways that reflect both generational differences and growing concerns about scams and safe shopping practices.
According to the National Retail Federation’s latest holiday survey, conducted by Prosper Insights and Analytics, shoppers plan to spend an average of $890.49 per person on gifts, food, decorations, and other seasonal items this year. That’s the second-highest average spending level recorded in the survey’s 23-year history, underscoring the enduring significance of holiday giving and celebration in American culture. However, not everyone is opening their wallets equally wide.
Data from a recent Deloitte Holiday Retail Survey reveals a pronounced generational divide in spending intentions. Gen X stands out as the only group planning to increase their holiday outlay, with an expected rise of about 3% compared to last year. In stark contrast, Gen Z is tightening its belt, slashing its holiday budget by a dramatic 34%. Millennials are also scaling back, planning to spend 13% less, while Baby Boomers are reducing their spending by 6%. Although the National Retail Federation and Deloitte surveys differ slightly in their numbers, both paint a clear picture: Americans are being more selective and cautious about how they spend their holiday dollars this year.
One notable trend is the growing popularity of Buy Now, Pay Later (BNPL) plans. The Better Business Bureau (BBB) reports that half of all shoppers who plan to shop this season intend to use a BNPL option. While these plans offer flexibility, the BBB urges consumers to approach them as they would any other loan. "Even when interest isn’t charged, consumers can still fall into overspending or incur late fees, so it’s important to ensure the total cost is genuinely affordable," the BBB warns. Shoppers are advised to carefully review the terms of any BNPL agreement, including who is financing the purchase, the length of the plan, the number of installments, how late or rescheduled payments are handled, whether interest applies, and whether additional fees might be included. The BBB also reminds consumers that lenders must investigate disputes, issue refunds for returns or cancellations, and provide regular billing statements.
For those considering alternatives, options such as 0% APR credit cards or "pay over time" plans may offer similar flexibility while preserving the protections and rewards associated with traditional credit card use. Ultimately, sticking to a budget and understanding the details of any payment plan are key to avoiding financial pitfalls during the holiday rush.
But spending isn’t the only thing on shoppers’ minds this season—safety is a growing concern, especially as Black Friday (November 29, 2025) and Cyber Monday (December 2, 2025) approach. Both Missouri and Louisiana Attorneys General have issued warnings and practical advice to help consumers avoid scams and stay safe, whether shopping online or in stores.
Missouri Attorney General Catherine Hanaway is sounding the alarm about the spike in scams that often appear around these high-traffic shopping days. As online shopping, promotional emails, and flash sales proliferate, scammers are seizing the opportunity to push fake deals, phishing links, and fraudulent websites. Hanaway’s Consumer Protection team has highlighted several warning signs and tips based on recurring issues from previous years:
- Be wary of unexpected messages advertising “special” deals, especially those asking for personal information or containing unfamiliar links. These could be attempts to install malware or collect sensitive data.
- Some retailers may inflate prices before Black Friday to make discounts appear larger than they are—so checking typical prices ahead of time is wise.
- Many stores pause their price-matching policies during the Black Friday–Cyber Monday window, so don’t assume you’ll get the best deal.
- Always read the fine print on ads and promotions, as some offers are limited by brand, time, or quantity.
Cyber Monday brings its own set of risks. Hanaway’s office recommends steering clear of websites with unusual spellings or odd dashes in their names, which can signal fraudulent look-alike sites. If a deal seems too good to be true, it probably is. Shoppers should also watch for fake “order confirmation” or “delivery issue” emails for purchases they didn’t make, as these are often phishing attempts. When shopping online, choosing a credit card over a debit card can offer stronger fraud protection, and using secure, unique passwords for all online payment accounts is a must.
Louisiana Attorney General Liz Murrill is also urging caution. "We want everyone to have a safe Black Friday shopping experience. Don’t become a victim this holiday shopping season. Learn how to protect yourself with my simple tips," Murrill said. Her advice includes being aware of your surroundings while shopping, planning your trip before leaving home, and being patient with other consumers to avoid conflicts over merchandise. Murrill recommends using credit cards, as it’s easier to dispute purchases, and cautions against carrying cash. She also stresses the importance of knowing store return policies and warranty information, as well as keeping receipts for all purchases.
For those who run into trouble—whether it’s a suspected scam, an unfamiliar charge, or a dispute with a business—help is available. Missouri consumers can contact the Attorney General’s Consumer Protection Hotline at 800-392-8222 or file a complaint online at ago.mo.gov. In Louisiana, shoppers can head to AGLizMurrill.com/Resources or call the Consumer Protection Hotline at 800-351-4889 for assistance.
With the holiday shopping season in full swing, the combination of record-breaking spending projections and heightened vigilance creates a unique atmosphere. While the thrill of snagging a great deal remains a central part of the holiday tradition, the reality of changing consumer habits and the ever-present threat of scams means that caution is more important than ever. Whether shopping for loved ones or simply enjoying the festive spirit, Americans are being reminded to keep both their wallets and their personal information safe as they navigate the busiest shopping days of the year.
This year’s holiday rush is a balancing act between generosity and prudence, excitement and vigilance. As shoppers fill their carts—both virtual and physical—they do so with a keen eye on both bargains and potential pitfalls, determined to make the most of the season without falling prey to its risks.
