This holiday season isn’t very merry for consumers, an AP-NORC poll finds

WASHINGTON (AP) — This holiday season isn’t quite so merry for American shoppers as large shares are dipping into savings, scouring for bargains and feeling like the overall economy is stuck in a rut under President Donald Trump, a new AP-NORC poll finds.

 

The vast majority of U.S. adults say they’ve noticed higher than usual prices for groceries, electricity and holiday gifts in recent months, according to the survey from The Associated Press-NORC Center for Public Affairs Research.

Roughly half of Americans say it’s harder than usual to afford the things they want to give as holiday gifts, and similar numbers are delaying big purchases or cutting back on nonessential purchases more than they would normally.

It’s a sobering assessment for the Republican president, who returned to the White House in large part by promising to lower prices, only to find that inflation remains a threat to his popularity just as it did for Democrat Joe Biden’s presidency. The poll’s findings look very similar to an AP-NORC poll from December 2022, when Biden was president and the country was grappling with higher rates of inflation. Trump’s series of tariffs have added to inflationary pressures and generated anxiety about the stability of the U.S. economy, keeping prices at levels that many Americans find frustrating.

The president has insisted there is “no” inflation and the U.S. economy is booming, as he expressed frustration that the public feels differently.

“When will people understand what is happening?” Trump said Thursday on Truth Social. “When will Polls reflect the Greatness of America at this point in time, and how bad it was just one year ago?”

Most U.S. adults, 68%, continue to say the country’s economy is “poor,” which is unchanged from December 2024, before Trump returned to the presidency.

Americans are feeling strained as they continue to see high prices

White House officials plan to send Trump barnstorming across the country in hopes of bucking up people’s faith in the economy before next year’s midterm elections. But the president this week in Pennsylvania defended the price increases tied to his tariffs by suggesting that Americans should buy fewer dolls and pencils for children. His message is a jarring contrast with what respondents expressed in the poll, even among people who backed him in the 2024 election.

Sergio Ruiz, 44, of Tucson, Arizona, said he is using more buy now, pay later programs to spread out over time the expense of gifts for his children. He doesn’t put a huge emphasis on politics, but he voted for Trump last year and would like to see lower interest rates to help boost his real estate business. He believes that more Americans having higher incomes would help to manage any affordability issues.

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

The poll found that when they do shop, about half of Americans are finding the lowest price more than they would normally. About 4 in 10 are dipping into their savings more than at other times.

Democrats are more likely than Republicans to say they’re cutting back on expenses or looking for low prices, but many Republicans are budgeting more than usual as well. About 4 in 10 Republicans are looking for low prices more than they usually would, while a similar share are shopping for nonessential items less than usual.

Views are largely similar to when Biden was president

People felt similarly dismal about holiday shopping and the economy when Biden was president in 2022. Inflation had spiked to a four-decade high that summer. Three years later, inflation has eased substantially, but it’s still running at 3%, a full percentage point above the Federal Reserve’s target as the job market appears to have entered a deep freeze.

The survey indicates that it’s the level of prices — and not just the rate of inflation — that is the point of pain for many families. Roughly 9 in 10 U.S. adults, 87%, say they’ve noticed higher than usual prices for groceries in the past few months, while about two-thirds say they’ve experienced higher prices than usual for electricity and holiday gifts. About half say they’ve seen higher than normal prices for gas recently.

The findings on groceries and holiday gifts are only slightly lower than in the 2022 poll, despite the slowdown from an inflation rate that hit a four-decade peak in the middle of that year.

Consumer spending has stayed resilient despite the negative sentiments about the economy, yet Trump’s tariffs have caused changes for shoppers such as Andrew Russell.

The 33-year-old adjunct professor in Arlington Heights, Illinois, said he used to shop for unique gifts from around the globe and buy online. But with the tariffs, he got his gifts locally and “this year, I only bought things that I can pick up in person,” he said.

Russell, who voted Democratic in last year’s election, said he worries about the economy for next year. He thinks the investment in artificial intelligence has become a bubble that could burst, taking down the stock market.

Little optimism about an economic rebound in 2026

Few people expect the situation to meaningfully improve next year — a sign that Trump has done little to instill much confidence from his mix of tariffs, income tax cuts and foreign trips to attract investments. Trump has maintained that the benefits from his policies will begin to snowball in 2026.

About 4 in 10 U.S. adults expect next year will be economically worse for the country. Roughly 3 in 10 say conditions won’t change much. Only about 2 in 10 think things will get better, with Republicans being more optimistic.

The belief that things will get better has slipped from last year, when about 4 in 10 said that 2025 would be better than 2024.

Millicent Simpson, 56, of Cleveland, Ohio, said she expects the economy to be worse for people like her who rely on Medicaid for health care and the Supplemental Nutrition Assistance Program. Simpson voted Democratic last year and blames Trump for the greater economic pressures that she faces going into the winter.

“He’s making it rough for us,” she said. “He’s messing with the government assistance for everybody, young and old.”
___
The AP-NORC poll of 1,146 adults was conducted Dec. 4-8 using a sample drawn from NORC’s probability-based AmeriSpeak Panel, which is designed to be representative of the U.S. population. The margin of sampling error for adults overall is plus or minus 4 percentage points.