Holiday season sour for shoppers, AP‑NORC poll shows

This week’s AP-NORC poll finds U.S. shoppers entering the holidays more constrained than a year ago: conducted Dec. 4–8, the survey of 1,146 adults shows large shares are dipping into savings, hunting bargains and saying the economy feels stuck under President Donald Trump. About half of respondents report it is harder than usual to afford holiday gifts, and many are postponing big purchases or cutting nonessential spending. The results echo public sentiment recorded in a similar AP-NORC poll during the 2022 inflation spike, underlining that high price levels — not just inflation rates — remain a key pain point for households.

• 68% of U.S. adults describe the national economy as “poor,” a figure unchanged from December 2024.
• 87% say they have noticed higher-than-usual grocery prices in recent months; roughly two-thirds report higher prices for electricity and holiday gifts.
• About half of respondents say it’s harder than usual to afford the items they want to give as gifts; roughly half are more often seeking the lowest price when shopping.
• Approximately four in ten adults are dipping into savings more than they typically would to cover expenses this season.
• Roughly four in ten Republicans report hunting for low prices more than usual, and a similar share are cutting back on nonessential purchases.
• Current inflation is running near 3%, about one percentage point above the Federal Reserve’s 2% target.
• The AP-NORC poll surveyed 1,146 adults Dec. 4–8; the margin of sampling error is ±4 percentage points.

Background

Inflation became a dominant public concern after it surged to a four-decade high in 2022, and while the headline inflation rate has eased substantially since then, many households still face elevated price levels for everyday items. Policy decisions and international supply shocks since 2022 have intersected with consumer expectations, and political debate has focused on whether government measures have eased or worsened cost pressures. President Trump campaigned in part on lowering prices and has pushed tariffs and other trade measures that administration officials argue will protect domestic producers. Critics and some economists caution that tariffs can raise consumer prices by increasing import costs and disrupting established sourcing patterns.

Household budgets have adjusted in visible ways: more shoppers report using short-term financing like buy-now-pay-later plans, tapping savings, or changing where and how they buy gifts. The AP-NORC finding that consumers remain price-sensitive mirrors behavior observed during prior high-inflation periods, when shopping patterns shifted toward discount outlets and domestic suppliers. The political context matters: public evaluations of the economy often influence approval ratings and electoral dynamics, so seasonal spending patterns can have broader political implications in the run-up to midterm elections.

Main Event

The survey paints a picture of constrained holiday shopping nationwide: large majorities say they’ve noticed higher grocery prices and many report visible price increases for utilities and gifts. About half of adults say holiday shopping is harder than usual because of cost, and many are delaying major purchases that would normally occur at year-end. That combination of belt-tightening behaviors—seeking sales, postponing discretionary buys and dipping into savings—appears across party lines, though the intensity varies by partisanship and income.

The poll shows that Republicans and Democrats both report cost-related adjustments, but Democrats are somewhat more likely to say they are cutting expenses or hunting for lower prices. Still, a notable share of Trump supporters also report budgeting more carefully: roughly four in ten Republicans say they are looking for low prices more than usual and are trimming nonessential purchases. These responses suggest that price sensitivity is widespread enough to cross typical political fault lines.

Individual stories in the poll underscore the national trends. Some respondents say they are spreading holiday costs with buy-now-pay-later plans, others are avoiding online imports in favor of local pickup to sidestep tariff-driven price hikes, and some households reliant on government programs fear additional strain from policy changes. Taken together, those anecdotes illustrate how macroeconomic pressures translate into everyday choices at the store and kitchen table.

Analysis & Implications

First, the persistence of high price levels, even after headline inflation has moderated, means many families still feel a real squeeze. Inflation reported at about 3% is materially lower than the 2022 peak, but price baselines remain elevated: once staples such as groceries and utilities climb, households often perceive the change as permanent, which affects spending habits and saving behavior. That perception can blunt consumer confidence and reduce discretionary spending, which in turn can slow near-term economic growth.

Second, policy choices matter for both the real economy and political narratives. Tariffs introduced by the Trump administration are cited by some respondents as a factor behind higher prices, and while tariffs may protect certain domestic industries, they tend to raise costs for consumers who buy imported goods. Economists warn that such trade measures can be inflationary, at least in the short to medium term, by shifting costs onto consumers or supply chains.

Third, the distributional effects are significant. Lower-income households and those relying on programs such as Medicaid or SNAP report feeling the strain more acutely, because essential spending comprises a larger share of their budgets. This can increase economic insecurity and political pressure on policymakers to address affordability through targeted relief or program adjustments. The poll’s finding that many do not expect meaningful improvement in 2026 suggests limited short-term optimism that policy changes will ease these pressures quickly.

Comparison & Data

The table highlights that consumer perceptions remain sharply negative on essentials like food prices even as the annual inflation rate has fallen from its 2022 peak. The sample and margin of error indicate the results are representative within standard polling tolerances, though subgroup estimates are less precise. Comparing these figures with prior AP-NORC surveys shows the public mood around affordability has been resilient to changes in headline inflation—price levels, not just rates, are front of mind for many households.

Reactions & Quotes

President Trump disputed the poll’s depiction of the economy and emphasized his belief that public sentiment will change as his policies take effect; his social media posts this week questioned why polls do not reflect what he called the country’s current “greatness.” The president’s campaign plans include a national bus tour to press the message that economic improvements are forthcoming.

“When will people understand what is happening?”

President Donald Trump (Truth Social)

On the ground, shoppers described practical adjustments. Sergio Ruiz, 44, of Tucson said he is using buy-now-pay-later options to spread holiday costs and believes higher incomes would ease affordability. Ruiz voted for Trump but expressed concern about borrowing costs and the effect on his real estate business.

“Prices are up. What can you do? You need to make more money.”

Sergio Ruiz, Tucson resident

Other respondents described sourcing changes and broader worries. Andrew Russell, 33, an adjunct professor in Arlington Heights, said tariffs influenced him to buy locally this year rather than importing gifts. Millicent Simpson, 56, of Cleveland, who relies on Medicaid and SNAP, said she expects the season to be harder and blamed policy changes for added strain.

“He’s making it rough for us. He’s messing with the government assistance for everybody, young and old.”

Millicent Simpson, Cleveland resident

Unconfirmed

• The long-term net inflationary impact of the recent tariff package beyond 2026 remains uncertain and is subject to evolving trade flows and business responses.
• Whether President Trump’s expectation that his policy mix will produce broad economic improvements beginning in 2026 is a projection rather than an established outcome.
• Some individual claims about localized price changes reported anecdotally in interviews could reflect short-term or idiosyncratic factors rather than national trends.

Bottom Line

The Dec. 4–8 AP-NORC poll shows widespread consumer frustration with current price levels as holiday shopping begins, with majorities reporting sustained increases in grocery and utility costs and many households taking compensatory steps such as using savings or financing purchases. Those behaviors are appearing across party lines and income groups, though lower-income households and program beneficiaries report disproportionate hardship.

For policymakers and political leaders, the data signal that easing headline inflation alone may not restore consumer confidence while price baselines remain high. Whether tariffs, tax changes or other policy moves will change consumers’ lived experience of affordability over the next year is unresolved, and public expectations about improvement in 2026 are muted. Close monitoring of price trends and targeted measures to relieve strain on vulnerable households are likely to shape both economic outcomes and political dynamics heading into upcoming elections.

Sources

• AP News — AP report on the AP‑NORC poll (news report)
• AP‑NORC Center for Public Affairs Research (research center — poll sponsor)
• NORC AmeriSpeak Panel (panel methodology — research)