From Splitting Gifts To Early Sales, Holiday Shoppers Look To Stretch Budgets In A Tight Economy

This holiday season, shoppers are prioritizing practicality and price over extravagance, with nearly one in four Americans setting firm spending limits before checking off their lists.

A new survey of 2,000 online shoppers in the U.S. conducted by Talker Research for AliExpress found that budgets are top of mind for consumers this year. More than a third (36%) said they plan to split at least one gift with a friend or family member — a growing trend that allows people to stretch their budgets while keeping gift-giving personal. Millennials are leading the shift, with nearly half (49%) saying theyre teaming up on gifts, compared to just 23% of baby boomers.

Nearly six in 10 respondents (59%) said finding a good deal matters more during the holidays than at any other time of year. To maximize their spending, shoppers are scouring for low prices (42%), waiting for items to go on sale (33%), and starting their shopping earlier (30%), in some cases, as early as August.

“People are being more intentional with their spending this season,” said Chris Carl, head of marketing at AliExpress U.S. “They want gifts that feel personal and purposeful without going over budget. The interest in meaningful yet practical gifts shows how shoppers are adapting to new economic realities.”

The study found that gift budgets tend to align with relationship closeness. On average, Americans expect to spend $206 on a partners gift and $169 on a parent, while siblings ($65), friends ($56), and co-workers ($38) fall much lower on the list.

More than half of respondents (57%) said they prefer to give practical gifts, compared to just a quarter (25%) who opt for fun or purely indulgent items. Millennials are the most practicality-driven group (62%), while Gen Zers are the most likely to prioritize fun (30%).

Still, shoppers want their presents to feel thoughtful. One in five said “the thought counts” only if theyve spent at least an hour searching for the right gift — half of that time browsing for inspiration and the other half finding the best deal.

Even with budgets in mind, the emotional pull of holiday gifting endures. More than half (52%) of respondents said they love being surprised with unexpected presents, proving that sentiment still matters as much as savings.

When it comes to what not to give, weight loss or fitness products top the “off-limits” list (30%), followed by hygiene items (25%) and gag gifts (23%). Intimate clothing (22%) and cleaning supplies (19%) round out the least-wanted categories.

“This mindset aligns with the way many are shopping today — looking for practical, quality gifts while staying open to serendipitous finds,” Carl said. “From unique gadgets to thoughtful everyday items, shoppers are combining surprise with savings as they curate this years presents.”