The findings reveal deep anxiety around seasonal spending as households confront rising costs, family expectations and the pressure to keep up appearances during the busiest shopping stretch of the year.

By Joe Lombardi From Daily Voice

Many Americans are heading into the holidays with more questions than confidence about how much they can truly afford, and a new national survey suggests the emotional weight of gift-giving may be pushing budgets to the breaking point.

The findings reveal deep anxiety around seasonal spending as households confront rising costs, family expectations and the pressure to keep up appearances during the busiest shopping stretch of the year.

According to a Talker Research survey of 2,000 adults who celebrate winter holidays, 65 percent say it feels nearly impossible to know how much they can “safely” spend this season. 

The study, commissioned by Beyond Finance, shows people are making real-life trade-offs to free up holiday cash, including skipping meals out, pulling back on savings and, in some cases, limiting grocery purchases.

Only half of respondents have created a holiday budget, and among them, nearly two-thirds say they have already overspent or expect to do so. Many are leaning heavily on credit cards, while others admit to using buy-now, pay-later plans or dipping into savings to cover gifts and celebrations.

The financial strain is not new for many families. More than a third say they have accumulated holiday debt in past years, and nearly one in three expect to slip into debt again this season or fall deeper into what they already owe.

Emotional pressures also play a major role. The survey found that 52 percent of respondents have already purchased or anticipate purchasing at least one gift out of obligation rather than genuine desire. On average, people expect to spend a little over $250 on these “guilt gifts.”

Certain groups reported feeling especially burdened, including younger adults, those in relationships and parents of children under eighteen. Many say the strongest pressure comes from long-standing family traditions, expectations around reciprocation and what they describe as social-media-driven “wish list culture.”

“The financial anxiety we’re seeing isn’t just about economic uncertainty; it’s about complex and deeply-rooted emotions,” said Dr. Erika Rasure, chief financial wellness advisor at Beyond Finance. “People feel torn between wanting to create joy and the guilt of knowing they can’t afford it. When cultural norms, family traditions and social media all amplify that pressure, overspending becomes emotional, not rational.”

Some respondents even confessed to buying gifts in past years specifically to post about them online. Others said they have regretted trendy, social media–inspired purchases once the moment passed, admitting the items lacked meaning or lasting value.

The strain is affecting relationships, too. Nearly a quarter of those in relationships said they have already hidden, or expect to hide, a holiday expense from their partner this year, often by waiting to shop alone, claiming an item was on sale or using cash to avoid a digital paper trail.