Holiday shoppers in Nashville said they were feeling the pressure of higher prices this year as they looked to buy gifts for their friends and family for the festive period.

At an outlet mall, residents were looking for deals ahead of Christmas but also trying to spend wisely with an eye on next year.

"When you've got a lot of people to buy presents for, you know, you kind of got to divvy up that budget," said shopper, Bennett Roach.

"Everybody gets a little slice of the pie, but the pie, you know, is getting smaller and smaller every year."

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 a 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.

"I used to get my hair done and my nails done, and I don't do any really of that anymore," said another shopper, Missy Hunt.

"I started getting my nails done around my birthday, and that's kind of like a special treat now. So those kind of things, I don't really spend as much money on, like, makeup anymore."

Hunt, who works in health care, said her concerns this holiday season are for others who are facing potential increased health care costs.

"It's one of those things where I hear so many stories about people who are about to be losing their health care," said Hunt.

"And, like, at a time like this, when I'm, like, not focused on that at all for myself, I know that's what, like, the number one thing on a lot of people's minds for 2026 and 27."

For shoppers like Jackie Castro, she wanted her gifts to have an impact, so she was looking for brand-name deals.

"I feel like if I know whoever I'm buying the gifts for is going to like it, then I'm willing to spend more and only buy one thing for them," she said.

"So that's why I'm kind of here because, like, usually when my friends or family want something is from like a necklace or like branded shoes and it's like, there's like discounts here so it's better."

The poll’s findings look very similar to an AP-NORC poll from December 2022, when Joe Biden was president and the country was grappling with higher rates of inflation.

President Donald 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.

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.

AP video shot by: Kristin M. Hall