Shoppers willing to go to financial extremes to afford holiday gifts this year

They say it’s the thought that counts when it comes to gift-giving. But for some shoppers this holiday season, it’s also the finances.

Invoice Home’s third annual Holiday Spending Survey found that more than 1 in 6 shoppers (16%) plan to “sacrifice” on essentials to be able to afford gifts this year (up from 11% in 2025).

Meanwhile, 20% plan to get a second job to pay for the holidays.

The younger populace is especially determined when it comes to spending on presents, with 24% of Gen Z admitting that purchasing gifts was more important to them than things like their credit card balance.

In fact, among the 2,000 US consumers surveyed, 30% said they’d borrow money from friends and family to afford the expenses, while 20% will head to the bank for a loan.

Some, however, have slightly different plans to tackle the financial pressure, with millennials (23%) and Gen Z (20%) saying they’ll return a product they purchased at full price after it goes on sale, and 1 in 10 of all consumers surveyed saying they’ll return holiday decor after they’re done using it.

“This is the third year we’ve done this survey, and it continues to divulge a strong desire from consumers to spend during the season, even if it means making big financial sacrifices to do so,” Petr Marek, co-founder and CEO of Invoice Home, said in a statement. “For retail businesses, this means identifying areas of your business that meet customer preferences ahead of the busiest shopping season.”

There’s no doubt that despite ongoing financial pressures for many consumers, spending will continue. As Retail Brew previously reported, NRF predicts retail sales will rise 4.2% from last year. And much like last year, many will be leaning on deals and discounts alongside buy now, pay later options.