With the holiday shopping season underway, consumers around the country are flooding into shopping districts in excited anticipation. Specifically, tens of thousands of people line up in New York City’s Rockefeller Center on the afternoon immediately preceding Thanksgiving, November 26, 2025. This surge in shoppers reflects a growing trend of increased consumer spending, which has continued to rise even amidst elevated prices.
After accounting for inflation, consumer spending increased by 0.3% in November. This growth is a further indication that consumers are still willing to open their wallets and splurge despite the soaring economic headwinds. Soaring inflation rates peaking at almost 9% last June have alarmed economists and consumers alike. This boost arrives at an especially important juncture for the economy. Most economists were expecting only a 0.2% increase from October. This projection is indicative of the long lasting feeling of economic uncertainty.
Consumer spending is rapidly increasing. Millions more are focused on holiday shopping and giving—increasingly important to the retail economy this time of year. Retailers rely on big holiday profits to send their bottom line up into the black for the year. Early signs show that consumers are embracing it, despite the very real economic burden of inflation.
Economists are predicting a deep inflation jump of 2.8% by the end of November. This increase speaks to larger economic forces at play that are driving new patterns of consumer behavior. These factors combine to create an environment where shoppers are changing their spending patterns but remaining active buyers of holiday gifts.
Yet, the throngs of tourists at Rockefeller Center function much like a mood ring, giving insight to the country’s sentiment about entering peak season holiday shopping. Familiar faces, families and friends reunited on the historic site, filled with the hope of the celebratory time. They were equally lured in by the prospect of shopping and benefiting from seasonal sales. As is tradition, the center’s iconic Christmas tree lighting will bring even more visitors in the coming weeks. As you can tell, families are already thrilled and preparing for their big celebrations!
See how nearly half the American consumers surveyed feel uncertain about the future and how about 60% of them are hopeful to predict or manage the changes. Increased employment rates and wage growth in recent months have provided a buffer for many households, allowing them to maintain their spending levels despite higher costs for goods and services.
Retail analysts are pointing to the next few weeks as key. Retailers will kick their marketing and promotional tactics into overdrive as they fight for consumer attention. And we look forward to seeing how these new initiatives will succeed. They’ll still play a huge part in determining our overall holiday sales performance.