A record 11.5% of Americans said they would not buy holiday gifts this year

Most data analysis agencies are optimistic about retail sales during this year's holiday shopping season. The National Retail Federation released a report early on that it expects sales during this year's holiday shopping season to increase by 8.5% to 10.5% over the same period last year, setting a record high.

But recently, a new survey by Deloitte showed that the number of Americans who will not buy any holiday gifts this holiday season will also hit a record high, accounting for about 11.5% of the total number of Americans . This phenomenon shows that although wealthy consumers are planning to increase holiday spending, there are still many consumers who will not participate in holiday shopping this year .

Deloitte surveyed 4,315 U.S. consumers and found that high-income households in the U.S. plan to spend five times more than low-income households this holiday season. The increase in the amount of spending planned by consumers participating in holiday shopping is also an important reason why this holiday retail sales will hit a new high.

The Deloitte survey also showed that households with an annual income of more than $100,000 are expected to spend an average of $2,624 per person this holiday season , a 15% increase from 2020. Low-income groups with an annual income of less than $50,000 plan to spend about $536 per household, a 22% decrease from the same period last year .

The head of the US nonprofit Code Tenderloin said that the growth in sales during this year's holiday shopping season was mainly driven by a group of wealthy consumers. At the same time, a survey showed that the number of people who do not want to receive any gifts has also hit a record high.

" People are freaking out ." Rising prices for fuel, groceries and other goods are weighing on many shoppers , and consumer confidence hit a 10-year low in November . The latest consumer sentiment index from the University of Michigan shows that while shoppers are spending, they are increasingly wary of opening their wallets as inflation has climbed to its highest level since early 1990 .

Some retailers are catering to consumers who plan to spend big . On the other end of the pricing pendulum, discount retailers and dollar stores are trying to lower costs for shoppers on a budget. Walmart CEO Doug McMillon and Target CEO Brian Cornell have both pledged to keep prices low , even if it eats into their profits .

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