How Christmas spending is changing

Summary

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Business Daily (BBC World Service)

Episode: How Christmas spending is changing

Host: Megan Lawton
Date: December 22, 2025

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Overview

This episode explores how Christmas spending habits are shifting in Canada, the US, and beyond during an era of economic uncertainty, rising inflation, and new technology. Reporter Megan Lawton visits the festive Winter Village market in Toronto’s Distillery District to interview shoppers, shopkeepers, retail experts, and marketers. The discussion examines not only how much people are spending—but also how people are prioritizing value, meaningfulness, sustainability, and experience. The episode also digs into the growing influence of artificial intelligence and “de-influencing” on holiday shopping choices, with particular attention to the behaviors of younger generations.

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Key Discussion Points and Insights

1. A Season of Caution: The Impact of Economic Uncertainty (01:01–05:23)

• Shoppers across North America are feeling budget pressure.
  Many are grappling with higher living costs, mortgage payments, and economic uncertainty.
  • “A lot of people are kind of like trying to make mortgage payments, but then also trying to like, spend and keep the tradition going. So it's kind of hard to manage both.” (Megan Lawton, 01:41)
• Canadian and US consumers plan to cut back.
  Citing PwC surveys, Canadians expect to spend 10% less than last year; Americans plan to spend 5% less versus 2024.
  • “A recent survey from accounting firm PwC suggests 80% of Canadians plan to cut back this year. While they won't reduce spending on family, they will spend less on friends and themselves.” (Megan Lawton, 03:17)
• People are focusing on value and meaningfulness.
  • “I think gifts that are meaningful...because a lot of us buy gifts and the person doesn't use it afterwards...So things are more meaningful this year. Experiences. More experiences.” (Monique, shopper, 03:31)
  • Trend: Shopping at thrift stores, giving experiences over objects, and prioritizing children and close family.
• Inflation is widely felt—especially on essentials and even “little things”.
  • “Even the prices for food has gone up a lot over here and all the little stuff, even, that's where you notice it the most.” (Mike, shopper, 05:14)

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2. Retailer Responses & Changing Types of Gifts (05:23–07:00)

• Retailers notice a shift towards practical, smaller gifts.
  • Nelmar, owner of Toronto Pen Shop: “Customers are buying smaller items, but more of them. So higher units in terms of their baskets but smaller items. That's what we're seeing.” (Nelmar, 06:09)
  • Practical, reusable gifts (pens, notepads) are popular; customers are avoiding flashy or one-time-use items.

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3. Broader Economic Forces and Generational Challenges (07:12–12:27)

• Trade tensions and rates are adding pressure.
  • Ongoing US-Canada tariffs and trade war are making basics like food, apparel, and automobiles more expensive.
  • “There's just, I think, an air of uncertainty that is giving people reason to really think about their spending this holiday season.” (Doug Stephens, 08:48)
• Debt, job security, and wealth concentration shape consumer confidence.
  • Record high credit card debt and growing income polarization most strongly affect younger people.
• A generational divide: Millennials & Gen Z delay milestones.
  • “We are seeing a generation now that is forestalling relationships, forestalling having children, buying homes, living at home much, much longer than before... The average age of a home buyer now, first time home buyer in Canada, is 40 years old.” (Doug Stephens, 11:07)
  • Retailers must adapt as younger generations are cut out of the traditional economic equation: “The fundamental nature of capitalism may be strained now to the point where we are literally cutting new generations out of the economic equation.” (Doug Stephens, 12:22)

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4. Shifts in Spending: Experiences over Things (09:20–10:37)

• Experiences are prioritized over commodities.
  • “The trend that we have seen over the last couple of decades is that consumers are more inclined to spend on experiences than products. ...what consumers, generally speaking, are looking for are fewer commodity products and more things that represent tangible experiences in their lives.” (Doug Stephens, 09:20)
  • Examples: live entertainment, dining out, vacations, holidays.
  • Younger generations echo this on the ground: “Vacations. I think that's probably one of my biggest things going in 2026. A vacation is good for mental health…I'm bonding with them.” (Shopper at Toronto market, 10:00)

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5. The Rise of AI and New Shopping Habits (14:25–16:39)

• AI is changing the way people search for—and buy—gifts.
  • Hiten Patel (SEO Account Director, Push): “The future is changing quite quickly.” (14:25)
• AI-generated search results, recommendations, and efficiency.
  • “When you search for something that is query based, question orientated, essentially you can see that AI overviews takes the top spot.” (Hiten Patel, 14:44)
  • Gen Z in particular are using AI for shopping inspiration and deal-finding: “A survey from accounting Firm Deloitte suggests 43% of Gen Zs in America ... will use AI for gift buying and inspiration.” (Megan Lawton, 15:39)
  • “What AI does is it goes away, researches and sees what people are talking about in terms of the products you're looking to buy... But not only that, they're also able to find the best prices online.” (Hiten Patel, 15:58)

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6. De-influencing, Sustainability, and Mindful Consumption (16:39–19:05)

• De-influencing on social media pushes consumers to buy fewer, more intentional items.
  • “Welcome back to my De Influencing series where I encourage you to buy less things for the sake of the planet.” (16:39)
  • “Let me ask you something, did you want this before you knew it existed?” (Diana Webe, De-influencer, 17:10)
• Despite “de-influencing”, classic influencers still sway gift buying—especially among Gen Z.
  • “Data From Deloitte suggests 3/4 of gen Zs are turning to influencers to help buy their Christmas presents. This trend is more demonstrative of a mindful approach to spending.” (Megan Lawton, 17:56)
  • Emphasis on homemade or creative gifts, such as crocheted items, is growing in popularity.

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7. Personal Stories: Global Perspectives on Festive Spending (19:05–19:54)

• International listener stories reflect similar themes:
  • Jamie from the Philippines: “My main spending priorities during festivals or the holidays is food. I like to keep myself well fed first before I think of anything else to get.”
  • Florence from New York: “Since I don't have that many people to buy for, I can spend a little bit more money on each one.”
  • Both prioritize practicality, food, and close relationships in their holiday spending.

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Notable Quotes & Memorable Moments

• “I think gifts that are meaningful...Experiences. More experiences.”
  — Monique, Toronto market shopper (03:31)

• “Even the prices for food has gone up a lot over here and all the little stuff, that's where you notice it the most.”
  — Mike, Toronto market shopper (05:14)

• “The trend that we have seen over the last couple of decades is that consumers are more inclined to spend on experiences than products.”
  — Doug Stephens, Retail Profit (09:20)

• “We are literally cutting new generations out of the economic equation.”
  — Doug Stephens (12:22)

• “What AI does is it goes away, researches and sees what people are talking about in terms of the products you’re looking to buy. …They’re also able to find the best prices online.”
  — Hiten Patel, Push (15:58)

• “Welcome back to my De Influencing series where I encourage you to buy less things for the sake of the planet.”
  — Social media de-influencer featured (16:39)

• “Let me ask you something: did you want this before you knew it existed?”
  — Diana Webe, de-influencer (17:10)

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Timestamps for Key Segments

• 01:01 — Live from Toronto's Christmas market: introduction to shifting spending habits
• 03:17 — Canadian shoppers discuss value-driven, meaningful gifts and thrift shopping
• 05:44 — Local shopkeeper on changes in gift purchases (practicality & reusability)
• 07:12 — Doug Stephens introduces broader economic challenges, surveys, and tariffs
• 09:20 — Shift to experiences over products
• 10:37 — Insights on generational impacts & retail adaptation
• 14:25 — Hiten Patel on AI changing shopping behaviors
• 16:39 — Rise of de-influencing and sustainability trends on social media
• 19:05 — Global listener stories on holiday spending priorities

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Conclusion

This episode highlights a clear trend: in 2025, holiday spending is defined by caution, consciousness, and creativity. People are spending less, seeking greater value, emphasizing experience and practicality, and turning to technology like AI to maximize budgets. Generational divides and economic uncertainty are changing traditions, while online movements encourage both intentionality and sustainability. The Christmas spirit persists—but what people buy, and how they decide, is rapidly evolving.

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Transcript

[Megan Lawton]

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[Doug Stephens]

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[Megan Lawton]

Explore what the charter holder advantage looks [e-mail] hello and welcome to a bustling Christmas market in the heart of Toronto and today's Business Daily on the BBC World Service. I'm Megan Lawton, and with just a few days until December 25th, we're looking at how Christmas spending is changing. A lot of people are kind of like trying to make mortgage payments, but then also trying to like, spend and keep the tradition going. So it's kind of hard to manage both. I do think people are buying, buying. They're looking for better quality and better value rather than just buying, you know, 100 things. Recent data suggests consumers here in Canada are planning to cut back on festive spending this year. And it's a similar picture over the border in the US it's just a.

[Doug Stephens]

Generally unstable condition where I think consumers are afraid of overspending for fear that they may need that cash in the new year.

[Megan Lawton]

Today we'll look at where we're still spending our money and hear how some are using artificial intelligence to help with their shopping.

[Hiten Patel]

In today's market condition, you want to buy something that's packing a bit more punch for the money that you're spending.

[Megan Lawton]

That's all coming up on today's business daily. It's minus 2 degrees in Toronto today, but that hasn't stopped hundreds of people coming down to the Winter Village in the city's Distillery district. Once a working distillery, there are cobbled streets, tall Victorian red brick buildings all centered around a piazza. In the center, there's a huge, glittering Christmas tree decked out in Lavish giant baubles and then some creative looking reindeer made out of beer barrels at the bottom. You can imagine lots of people are queuing up to have their picture taken in front of front of the tree. And it's there that I meet Monique, Katrina and Lindsay. I think I just caught you comparing where you're going to get food from this Christmas market. Have you decided where you're gonna go?

[Hiten Patel]

We know what we want.

[Megan Lawton]

We're just trying to find it. And what do you want? The sushi burrito. Canadians are one of the world's biggest spenders when it comes to Christmas. But a recent survey from accounting firm PwC suggests 80% of Canadians plan to cut back this year. While while they won't reduce spending on family, they will spend less on friends and themselves. Are you in that 80%, do you think? Absolutely, we are. We were just talking about that before you walked up to us.

[Doug Stephens]

And I think that a lot of.

[Megan Lawton]

Us are looking at the economy and just wondering what is ahead and just have to be a little bit more cautious of how we're spending. So how does that translate, do you think, into what you do put your money to and what you don't? I think gifts that are meaningful. She was talking about with her boyfriend. She's gonna give him something meaningful that he's actually gonna use because a lot of us buy gifts and the person doesn't use it afterwards. They kind of put it aside, especially with the kids. They use the toy for one, two times and then they chuck it aside. So things are more meaningful this year. Experiences. More experiences. I told people do that with their kids instead of buying them toys that they have lots of. Definitely. And going to the thrift store too, trying to save money that way because everything's so expensive now. Thank you so much for your time today day and go enjoy your sushi burrito. Thank you so much. On the other side of the piazza, I meet Mike and Michaela. We're here to talk spending. Have you bought anything today?

[Doug Stephens]

Nothing aside from food and stuff. We didn't buy any presents down here because very overpriced for buying stuff like that down here right now. But tried lots of different food out and it was good.

[Megan Lawton]

Yeah. Nice. What was the highlight of everything you tried?

[Doug Stephens]

I think the sipping chocolate, honestly is a very melted chocolate, very concentrated and. Yeah, it was really good.

[Megan Lawton]

Good, nice. And you? The same. The sipping chocolate.

[Doug Stephens]

Costa Rica chocolate experience. Yes, that's what it was. Yeah.

[Megan Lawton]

Here in Canada, some Costa Rica. So we're thinking ahead to Christmas this year. Are you thinking about budgeting differently? Are you approaching Christmas shopping in a way you haven't before?

[Doug Stephens]

I mean, I always kind of spend accordingly. So it's going to be the same as every year, kind of obviously a little bit more with inflation is going to be spending. But yeah, nothing really crazy yet.

[Megan Lawton]

And do you think you'll feel that inflation, inflation when you're kind of out in the shops or have you already? Yeah, yeah, we definitely have.

[Doug Stephens]

Yes.

[Megan Lawton]

For sure.

[Doug Stephens]

Yeah. Definitely notice the difference. Yeah.

[Megan Lawton]

On what kind of stuff?

[Doug Stephens]

Just kind of. Even the prices for food has gone up a lot over here and all the little stuff, even that's where you notice it the most.

[Megan Lawton]

The big stuff is always expensive.

[Doug Stephens]

With the little stuff you notice a lot more.

[Megan Lawton]

Yeah, a lot of people are kind of like trying to make mortgage payments, but then also trying to like spend, spend and keep the tradition going. So it's kind of hard to manage both with spending habits changing. How does that impact the retail sector? I've arranged to meet with one of the shop owners who's based at the Distillery district all year round.

[Hiten Patel]

My name is Nelmar and I'm the owner of Toronto Pen Shop.

[Megan Lawton]

Toronto Pen Shop. And that. That does what it says on the tin. We're in your shop right now?

[Hiten Patel]

Yes. For our shop is we specialize in mainly fountain pens, but we have rollerballs, ballpoints, pencil, anything that you can write in beds. We also have papers, inks from all over the world. We are one stop shop for stationery lovers.

[Megan Lawton]

I ask Nelma about the trends he's noticing this year.

[Hiten Patel]

Customers are buying smaller items, but more of them. So higher units in terms of their baskets but smaller items. That's what we're seeing. But in terms of our sales is we are doing way better than what we expected. We're gonna keep on going and we'll see where the month goes and we'll see where the year ends.

[Megan Lawton]

Nelmar's observation fits in with what Monique just told me. A trend of people buying practical gifts that they believe their loved ones will actually use.

[Hiten Patel]

The products that we sell in the store are reusable over and over again. Yes, they are cheaper, but we can keep on refilling a pen or like a notepad. We can keep on refilling them. So most of the products that we carry in the store are reusable.

[Megan Lawton]

Well, thank you very much for your time and good luck with the rest of the season.

[Hiten Patel]

Thank you very much. Appreciate it.

[Megan Lawton]

What's happening at this market isn't unique. That same Cautious spending is showing up across Canada and beyond. Doug, have you started your Christmas shopping yet?

[Doug Stephens]

You know what? I'm a notorious last minute shopper. I'm literally the guy who's running through the mall or scrambling online at the last minute.

[Megan Lawton]

Doug Stephens is the founder and CEO of Retail Profit, based in Ontario, Canada. It's a global consultancy in the retail industry. I tell him about two figures I've seen relating to North America. In Canada, a PwC survey suggests consumers are planning to spend 10% less than they did last year. And in the US another survey from the same consultancy suggests shoppers Plan to spend 5% less on seasonal spending compared to 2024.

[Doug Stephens]

It's an extremely cautious economic environment. Obviously, the tariffs and the trade war between Canada and the United States has had some impact on pricing, particularly in categories like food, apparel, automobiles, etc.

[Megan Lawton]

Hello and thank you for joining us. We are just hours away from President Trump's tariff deadline. At midnight tonight, the Trump administration will impose sweeping new tariffs on the majority of U.S. trading partners. President Trump has already announced frameworks for trade deals with six countries and the European Union. But even some of our largest trading partners don't have a deal done just yet. The President has signed an executive order to increase tariffs on Canadian imports from 25% to 35% starting at midnight. Earlier at the and I think there's.

[Doug Stephens]

Just a general sense of worry about job security against the backdrop, quite frankly, Megan, of income and wealth polarization that has reached record levels. Debt is at record levels, particularly credit card debt. So generally speaking, there's just, I think, an air of uncertainty that is giving people reason to really think about their spending this holiday season.

[Megan Lawton]

But that caution doesn't mean we're stopping spending across the board.

[Doug Stephens]

The trend that we have seen over the last couple of decades is that consumers are more inclined to spend on experiences than products. And that is not to suggest that they're not buying products. Certainly they are. But I think that what consumers, generally speaking, are looking for are fewer commodity products and more things that represent, you know, tangible experiences in their lives. So that may be, you know, live entertainment, maybe eating out. It may be going on a nice vacation.

[Megan Lawton]

It's as if Doug was at the Toronto Christmas market with me when vacations or holidays kept coming up. Every time I asked people what they're still happy to spend money on vacations. I think that's probably one of my biggest things going in 2026. A vacation is good for mental health and experience and getting to like, get clothes, like if I go on a vacation with my girls or my family, like I'm bonding with them. The surveys I've mentioned point to a drop in spending across all age groups. But it's sharpest among Gen Z's and millennials. That's people in their 20s, 30s, and 40s.

[Doug Stephens]

What retailers are beginning to realize is that we are really up against something very when it comes to the next generation. And a lot of that frankly has to do with economic polarity. It has to do with the concentration of wealth that we see in places like the uk, the us, Canada and a lot of other developed economies where the highest concentration of wealth is at the top 20% of income earners. And so we are seeing a generation now that is forestalling relationships, forestalling having children, buying homes, living at home much, much longer than before than previous generations. I think the average age of a home buyer now, first time home buyer in Canada, is 40 years old. So retailers are up against a situation where there may be entire life milestones that are simply no longer in play. You know, if you're a huge hardware retailer like Home Depot or B and Q, you don't necessarily have a Gen Z consumer that's walking the aisles of your store looking for home improvement products because owning a home is no longer on their radar. It's really not just a matter of, you know, if we have a big sale, we'll attract Gen Z, or if we have an Instagramable moment in our store, that'll really drive them in. I think we have to recognize that the fundamental nature of capitalism may be strained now to the point where we are literally cutting new generations out of the economic equation.

[Megan Lawton]

This is Business Daily from the BBC World Service.

[Doug Stephens]

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[Hiten Patel]

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[Megan Lawton]

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[Hiten Patel]

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[Megan Lawton]

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[Megan Lawton]

To $15 per month required new customer offer for first three months only. Speed slow after 35 gigabytes if network's busy, taxes and fees extra. See mintmobile.com I'm Megan Lawton Today How Christmas spending is changing. It's not just how much we're spending, but the way we're spending too. In person. Shopping and Internet searches used to dominate, but now we're trying new ways of buying gifts and even using artificial intelligence.

[Hiten Patel]

What you have to consider is the future is changing quite quickly.

[Megan Lawton]

Hiten Patel is the SEO Account Director at marketing company Push, based in London in the uk. He spends a lot of time helping companies show up on AI searches, not just on platforms like ChatGPT, but on search engines too.

[Hiten Patel]

So when you search for something that is query based, question orientated, essentially you can see that AI overviews takes the top spot. So paid positioning and organic listings have moved all the way down.

[Megan Lawton]

He explains the kinds of searches people are making.

[Hiten Patel]

Let's say I need to buy a gift for a family member, for example, and they like to read. They also like hiking. I could put something like I need to buy a gift for a family member who loves reading. Hiking budget is around £50.

[Megan Lawton]

That's around US$66.

[Hiten Patel]

And what I'll get is an output from AI that suggests some books. They'll also suggest some outdoor gear. If I'm not happy with the output, I can tell AI and say these aren't ideal things or these aren't ideal genres and specify what I'm looking for or what country the hike is going to be in. And what AI will do is then go away and find specific books in a certain genre or maybe specific outdoor wear that is better in certain conditions.

[Megan Lawton]

A survey from accounting Firm Deloitte suggests 43% of Gen Zs in America. That's people between their mid teens to late 20s will use AI for gift buying and inspiration. Hiten says they're also using the technology to find the best deals, an indicator, he says, of their income.

[Hiten Patel]

One key thing is when you do look to buy a product, what we tend to do is we tend to research quite a lot. Now if the product, if we've got more disposable income, we'll tend to buy something very quickly and not think about it twice. In today's market condition, you want to buy something that's packing a bit more punch for the money that you're spending. What AI does is it goes away, researches and sees what people are talking about in terms of the products you're looking to buy. It gives you some input and recommendations based on user generated content out there. So kind of produces more confidence levels in the Gen Zs to look, look ahead and purchase a product. But not only that, they're also able to find the best prices online. So it's kind of a combination that really attracts the younger audience where disposable income is low.

[Megan Lawton]

The idea of buying things that feel useful or long lasting taps not only into what I heard from shoppers at the Christmas market, but a wider trend online. Welcome back to my De Influencing series where I encourage you to buy less things for the sake of the planet. I only have one necklace. My mom bought it 20 years ago.

[Doug Stephens]

I don't need to buy another necklace.

[Megan Lawton]

In case the world made you forget.

[Hiten Patel]

Using a phone until it's actually broken and wrecked is normal.

[Megan Lawton]

Driving a car, the same car for.

[Hiten Patel]

Over a decade is normal.

[Megan Lawton]

The Rise of De Influencing Culture scroll through this side of TikTok, Instagram or YouTube and you'll likely come across content about buying less and ignoring adverts that insist you need the latest fashion release, like this one from Diana Webe. Let me ask you something, did you want this before you knew it existed? She has over 200,000 followers and gets tens of thousands of views on her content. So my TikTok primarily focuses on de influencing over consumption. There are tons of influencers and there's also companies kind of behind those influencers who are trying to sell you a product. And I think a lot of times they're very overhyped and you don't in fact need to buy them or run out and buy them as an influencer might say. The rise of de influencers doesn't mean influencers have lost relevance. Data From Deloitte suggests 3/4 of gen Zs are turning to influencers to help buy their Christmas presents. This trend is more demonstrative of a mindful approach to spending. One of the trends that I see right now is people wanting to purchase more with intentionality and I do see that happening with different people creating content and kind of showing what they're doing. Gifts they're giving this year too. And I think there's also this kind of reinvigorating of doing creative projects as well, which I really love to see. Welcome back to episode two of Crocheting Gifts for Christmas. In this episode I'm going to be crocheting a bow garland. So you know if you have a talent. I love it when I get a video like that on my for you page and I think that's more meaningful to the person receiving the gift too. On the topic of spending, lots of you have been getting in contact via the World Service social media pages. Hello Business Daily.

[Doug Stephens]

My name is Jamie and I live in Calawag, Philippines. My main spending priorities during festivals or the holidays is food.

[Megan Lawton]

I like to keep myself well fed.

[Doug Stephens]

First before I think of anything else to get. If it's not groceries, I may get electronics or clothes.

[Megan Lawton]

Hello, this is Florence Dempsey.

[Doug Stephens]

I live in Yonkers, New York.

[Megan Lawton]

I do enjoy holiday shopping at the Christmas season.

[Doug Stephens]

I have a small family so I buy gifts for family members that I'm.

[Megan Lawton]

Going to see on Christmas Eve and Christmas Day. I also buy gifts for a small circle of close friends and since I don't have that many people to buy for, I can spend a little bit.

[Hiten Patel]

More money on each one.

[Doug Stephens]

Thank you so much for your program.

[Megan Lawton]

I enjoy it very much.

[Doug Stephens]

Bye bye.

[Megan Lawton]

Thank you to Florence and all of my guests. You've been listening to Business Daily on the BBC World Service with me, Megan Lawton. This episode was produced by Sam Grouet. You can find more episodes wherever you get your BBC podcasts. I love ravioli.

[Doug Stephens]

Oh tanta family.

[Megan Lawton]

Since when do you speak Italian? Since we partnered with SAP Concur. They're integrated travel expense platform and breakthrough solutions with AI gave me time back to dive into our financial future. We expand into Europe in 2027 so I'm getting ready. Well, you can predict the future. I can predict you'll like that message.

[Hiten Patel]

What message?

[Doug Stephens]

Oh hey, we all got bonuses.

[Megan Lawton]

You can save for college now. I don't have kids.

[Doug Stephens]

You don't say SAP Concur helps your business move forward faster. Learn [e-mail].