Shopping center group ICSC reported 92% of adults in the United States, or about 246 million people, spent an average of $1,081 on holiday season goods and services. Some 47% of shoppers said that they spent more in the closing weeks of 2025 than they did during the year-prior period.
In its 2025 Post-Holiday Consumer Survey, the former International Council of Shopping Centers noted that young people led spending, with 62% of Gen Zers saying they increased their outlays.
Still, shoppers remained budget-conscious and value-driven, with 63% saying they were more selective in their purchases due to higher prices and 68% relating that they took various steps to manage costs, including purchasing fewer items and switching to less expensive brands or retailers. In shopping for the holidays, 43% of ICSC survey respondents said they stayed on budget and another 13% spent less than planned.
More than nine in 10 holiday shoppers reported making purchases in physical stores, ICSC maintained, and about three-quarters of consumers shopped in-store and online. Some 75% of shoppers visited a mall or shopping center. Most went to the shop, and 82% of holiday shoppers spent money on dining, 52% on entertainment, and 64% on personal care services.
ICSC pointed out technology influenced a lot of holiday shopping decisions this year, with 47% of shoppers saying they used AI-powered tools to help in comparing prices, coming up with gift ideas and making purchase decisions. Younger consumers were the most AI-inclined: 67% of GenZers and 59% of Millennials used AI tools, versus 40% of GenXers and 26% of Baby Boomers.
On the other side of the equation, 26% of shoppers acknowledged returning or exchanging items, or planning to do so. A third of holiday shoppers ultimately spent more or will spend more than the value of the original purchase in returning goods.
“Consumers leaned into holiday traditions once again, making a statement this season,” said Tom McGee, ICSC president and CEO. “They are willing to spend on moments that matter to them. This year showed that spending held up across both goods and services, even as households faced higher costs and economic uncertainty. Consumers continue to spend, but are doing so with greater care and selectivity. For the retail industry, this holiday season reinforced what’s working. Consumers responded to convenience, promotions and experiences. They made the most of the holiday season by showing up in stores, using technology to make smarter choices and continuing to value the experiences that come with shopping in-person.”
