As retailers roll out early deals, many Americans are drawing up stricter budgets for the holidays. On the Fox Business program hosted by Maria Bartiromo, guests discussed how shoppers are preparing for gift season while trimming spending. The talk reflects a broader national shift: strong intentions to celebrate, paired with caution at the checkout.
The discussion arrives as households juggle higher prices than before the pandemic, rising borrowing costs, and more debt on plastic. Retailers are responding with earlier promotions and shorter shipping windows, hoping to lock in sales before wallets tighten further.
A âMornings with Mariaâ panel discusses consumers preparing for holiday shopping as some are starting to cut back on spending.
Background: Prices Cool, But Budgets Stay Tight
Inflation has eased from its peak, yet everyday prices remain higher than a few years ago. That mismatchâslower inflation but elevated costsâhas shoppers recalibrating. They plan for holiday giving, but they want value and clear discounts.
Consumer sentiment surveys point to mixed feelings. People report steady jobs but little comfort with prices. Credit card balances sit near highs, and interest rates make carrying a balance costly. That combination pushes many families to plan earlier, shop sales, and skip impulse buys.
Retailers have noticed. Major chains started holiday campaigns weeks ahead of Black Friday. They are leaning on price-matching, store-brand alternatives, and bundles to win cautious customers.
Early Promotions Meet Practical Planning
Maria Bartiromoâs panel framed the season as a test of strategy for both households and stores. While the clip was brief, the theme tracks with retail moves now on display. Shoppers want predictability. Retailers want to spread demand across weeks to avoid last-minute shipping crunches.
Buy-now, pay-later options have grown more visible, appearing at checkout on many sites. They promise budget control but can encourage overspending if not tracked carefully. Loyalty programs also feature more prominently, giving members exclusive windows to shop âdoorbusterâ prices without the door.
For brands, inventory is a balancing act. Too much stock invites markdowns that hurt margins. Too little risks empty shelves just when shoppers are ready to buy. Many chains are betting on essentials, toys tied to hit franchises, and affordable tech accessories to anchor displays.
How Shoppers Are Changing Habits
Households are trading down, stretching timelines, and prioritizing needs over wants. The typical gift list is shorter, and the average order value is under pressure. Parents still aim to deliver for kids, but many adults agree on spending caps with friends and relatives.
- Earlier budgets, with a set total for gifts and gatherings.
- Comparing prices across sites and stores before buying.
- More store brands and refurbished or open-box items.
- Fewer impulse purchases at checkout screens.
Experiences remain popular, but even those see a thrift makeover: local events over big trips, and potluck dinners instead of large catered gatherings. Shipping costs and deadlines also matter, pushing some buyers to choose in-store pickup.
What It Means For Retail And The Economy
A cautious but active holiday season can still deliver solid sales. The difference shows up in mix and margin. If consumers lean into discounts and private labels, retailers may sell more units but earn less per item.
The broader economy may register steady holiday receipts, even if growth is modest. A key variable is how much shoppers rely on credit. If balances rise faster than incomes, January could bring a slowdown as households regroup.
Industry watchers expect aggressive promotions during key weeks, followed by targeted markdowns in December to clear remaining stock. E-commerce will keep gaining share, though stores with smooth pickup options could see an edge during the final rush.
The takeaway is simple and timely. Consumers are still planning to celebrate, but they want a deal and a plan. Retailers that offer clear value, flexible fulfillment, and honest pricing should fare best. As Maria Bartiromoâs panel noted, households are preparingâjust with sharper pencils. Watch for how much buying shifts into early November, how often shoppers use installment payments, and whether December brings a second wave of deals. Those clues will show if caution turns into a new normal for holiday spending.
