Georgia shoppers checking items off their holiday lists this year are experiencing sticker shock. The culprit has a name: giftflation.

Giftflation refers to the rising cost of gift giving, fueled by inflation and the growing pressure to give. For families across the state, that means their holiday budgets are being squeezed from both sides: prices are rising while their purchasing power is falling.

The Budget Squeeze

According to PwC’s 2025 Holiday Outlook survey, consumers expect their seasonal spending to decline on average by 5% from 2024, marking the first notable drop since 2020. The biggest adjustment is in gift spending, which is down 11% to an average of $721 compared with $814 in 2024.

But that doesn’t mean gifts are getting cheaper. Shoppers are being forced to buy fewer item

See Full Page