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Young adults are tightening their year-end spending budgets and shelling out less for gifts, survey data show. The WSJ’s Jennifer Williams writes that this is a problem for retailers and brands looking to Generation Z to drive shopping trends and boost spending steadily as they earn bigger paychecks.
Gen Z shoppers say they expect to cut holiday spending by an average of 34%, sharply more than other age groups, according to a Deloitte survey of over 4,200 U.S. adults. A separate, PricewaterhouseCoopers survey found that Gen Zers also are pulling back on travel, dining out and clothes shopping.
Overall, U.S. sales on Black Friday hit $18 billion, up 3% compared with a year earlier, Salesforce data show. But U.S. shoppers purchased 2% fewer items at checkout, and with average prices up 7%, shoppers made 1% fewer online orders.
Gen Zers aren’t the only ones balking at spending: Increasingly stretched consumers are also starting to draw the line on what they will pay for a new car, according to dealers, analysts and industry data. The Journal’s Sharon Terlep writes that auto tariffs, inflation and a tighter job market have more Americans rethinking big-ticket purchases, and the collapse of the EV market hastened by the scrapping of a federal tax credit cost the industry hundreds of thousands of potential sales.
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