See the Average Gift Spending Amounts for Holidays, Weddings, Birthdays and More
Written by
Chris Ozarowski
Edited by
Molly Sullivan
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Most Americans aren’t feeling very positive about the economy or their personal finances right now. Consumer sentiment in November is slumping, down 28% from the same time last year. U.S. consumers generally agree that things are getting more and more expensive, and many say they are trying to cut costs.
However, there is one large expense that Americans have a hard time cutting: gifts. A recent study from Empower shows some interesting data on how U.S. consumers are approaching gift giving and how much they are planning to spend.
Americans Want To Spend Less on Gifts but Find It Hard
Among survey respondents, 59% were concerned about being able to afford gifts for everyone on their list, and 89% said they are trying to find a way to save on holiday presents. However, many didn’t expect to have much luck. In fact, more Americans (34% vs. 26%) expected to spend more on gifts this Christmas vs. spending less.
This may be in part due to higher prices and in part due to a reluctance to make cuts to holiday spending. Of those surveyed, 53% said they would prefer to take on debt and not “give up celebrating the holidays in a special way.”
To save money, 37% said they’re more likely to try and shop for deals on Black Friday and Cyber Monday. This seems to have happened — Americans spent 9.1% more this year than last year on Black Friday shopping. However, many of these purchases may have been fueled by credit card spending, as credit card balances have hit $1.23 trillion outstanding, up 5.75% from the previous year.
How Much Will Americans Spend on Gifts This Christmas?
Empower’s survey suggests Americans on average will spend $766.50 on holiday gifts this season as part of more than $1,430 in total holiday spending that also includes travel ($424.80) and meals and parties ($239.08).
Empower also found that 37% say they overspend on gifts to impress others.
How Much on Christmas Gifts for Family, Friends and Colleagues?
Empower’s holiday research breaks down what people say they plan to spend by recipient:
- Kids: $473.71
- Spouse or partner: $322.47
- Parents: $179.03
- Boss: $148.95
- Colleagues: $116.50
- Pets: $74.85
How Much Will Americans Spend on Other Holidays and Events in 2026?
For 2026 planning, the most useful starting point is what people said they spent or expected to spend in the most recent surveys. Empower’s “going rate” data shows what people consider a typical gift amount for common occasions.
Typical ‘Going Rate’ Gift Amounts (Per Person, Per Occasion)
These numbers are closer to what many people think is an “average gift,” not what they spend in total on the holiday.
- Holiday gift (per person): $64.10
- Valentine’s Day gift: $50.69
- Mother’s Day gift vs. Father’s Day gift: $55.25 vs. $38.48
- Birthday gift (adult vs. kid): $55.65 vs. $83.03
- Wedding gift: $85.18
- Teacher or coach gift: $15
Saving Money on Gifts
The simplest way to spend less is to set a clear rule before you start shopping. Empower found that 80% of Americans set a holiday spending budget, but many find it difficult to stick to it. Unfortunately, research has found that people are about 3 1/2 times more likely to overspend than to come in under budget.
Half of survey respondents said they plan to buy gifts only when items are on sale, which typically means waiting for promotions and skipping full-price purchases. Nearly as many, 46%, said they set price limits with family and friends. Others reduce total spending by simplifying the list itself. About 38% said they plan to give only one gift per person rather than multiple smaller gifts.
Then there is the tactic many people do not talk about out loud: regifting. Empower found that 42% plan to regift this year as a way to cut costs without showing up empty-handed.
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