Skip to main content

Holiday spending to rise, with millennial dads among most generous

Consumers are preparing for more spending this holiday season.
  • Author:
  • Updated:

Americans of all ages are expected to spend more over the holidays, splashing out almost $1,200 on average.

That's the prediction of PriceWaterhouseCoopers, whose annual 2017 Holiday Outlook says consumers will spend 6 percent more than they did last year.

That's right, the average consumer is preparing to fork out $1,189 over the holidays, with the highest spending coming from households earning $60,000 and more which will splurge on apparel, gift cards, toys and electronics.

Among the other findings of the survey is that despite the inexorable rise of internet shopping, some 88 percent of consumers will still shop in brick-and-mortar stores this holiday, with 84 percent saying they will shop online.

And if you're wondering what to get your millennial sibling/partner/child for Christmas, most millennials say they want "experiences rather than tangible gifts," preferably from "socially and environmentally responsible retailers."

Other interesting findings include that almost 20 percent of consumers say they'll use their smartphones to pay for in-store purchases, with tech-savvy younger Generation Z consumers (aged 13-16) the most likely to buy things this way.

Millennial dads will be ultra-generous

If you're looking to be spoiled these holidays, cozy up to any millennial-aged dads that you know.

That's because 94 percent of them are planning on spending the same or more money than they did during last year's holidays.

What's more, they're most likely to spend more money on their families (63 percent of all spending compared to 57 percent average) than they are on themselves (24 percent vs. 30 percent).

In terms of gifts, around half say they'll be spending more on personal electronics than last year, with 45 percent spending more on toys and 34 percent splashing out more on home electronics.

If they're feeling particularly generous and see a good year-end deal, 25 percent say they'll consider buying a new family car.

They'll also be more likely to spend on travel than any other age groups, mostly because young families are more likely to "head home" for the holidays.

But if you're buying for millennial dads (and I'm dropping a big HINT to my wife and parents here), millennial dads aren't particular fans of giving or receiving gift cards, preferring instead to receive tangible gifts.

They're also likely to give the most to charity this holiday season. They really are all-round good guys.

Next Up


80 mph winds, large hail possible with severe storms in MN

A severe thunderstorm watch is in effect for much of the state until 3 a.m. Saturday.


30 people evacuated as flooding hammers small town

It's assumed that at least eight inches of rain fell in Randall, with more heavy rain expected Friday night into Saturday morning.

Intersection in Rochester.

Boy dies in motorcycle crash in Rochester

Police are investigating as of Friday afternoon.

Tab2FileL (13)

Numerous severe storms likely in Minnesota Friday night

Watch the video for the full details with meteorologist Sven Sundgaard.

court room

Teen pleads guilty in shooting death of 15-year-old girl in Columbia Heights

Damico Jamal-Tokyo High will receive a sentence in juvenile court, along with an adult prison sentence.

Screen Shot 2022-04-25 at 11.00.01 AM

Walz wants to use surplus money to send direct payments to Minnesotans

It's a renewed effort from a previous proposal from Walz and Lt. Gov. Peggy Flanagan's supplemental budget in January.

Ron Johnson

Jan. 6 committee says aide for WI senator tried to give fake elector info to Pence

The attempt was discovered through text messages in the ongoing public hearing held by the Jan. 6 select committee.

Stock U of M sign

Minnesota state colleges boosting tuition again by 3.5%

The Minnesota State system's Board of Trustee's approved the increase Wednesday.


Minnesota's COVID-19 update for Friday, June 24

The next daily update will be provided Monday, June 27.

Pro choice rally

Walz, Jensen react to historic Supreme Court reversal of Roe v. Wade

After voting to overturn Roe, conservative Justice Clarence Thomas has hinted contraception and same-sex marriage protections should follow.

16362 County Rd 81, Maple Grove, Minnesota - October 2021 (4)

2-year-old killed in crash on County Road 81 in Maple Grove

The crash occurred Thursday evening on County Road 81.

police tape

BCA issues new details about St. Michael standoff, shooting

New details say a St. Cloud police officer struck the suspect with gunfire.


'Hipster' millennials expected to boost holiday sales, here's how much they'll spend

Millennials are expected to splash out this holiday season – what's making them so confident about their spending?

Millennials expect to spend more money, they'll just ask mom and dad first

Millennials are making more money and planning to spend more, too. But before they buy that car, they'll ask their parents.

Get your credit card out: Expect to spend $900 on gifts this holiday season

Twin Cities citizens are expected to spend a record amount this holiday season, forking out nearly $1,000 on gifts for their loved ones.

Here's a scary thing about Halloween: We may spend $9 billion on it

One forecast projects record spending and candy's not the big ticket item.

Twin Cities shoppers to trim holiday budgets, spend more on gifts

Deloitte's 27th annual holiday survey shows shoppers in the Twin Cities plan to spend roughly $430 on gifts this year, but cut their overall holiday budgets.