PwC’s 2019 Holiday Outlook explores the likely shopping behaviors of 2,017 US consumers and what they told us about their shopping intentions this holiday season.Consumers are somewhat optimistic about holiday shopping this year with 86% telling us they will spend the same or more this holiday as they did in 2018. On average, they will spend $1,284 on gifts, travel and entertainment, a modest increase of 2.7% over last year.
Among our biggest spenders: holiday travelers, college graduates and telecommuters. Meanwhile, almost half of young millennials (age 24-27) will spend more this holiday season than they did last year, compared to 33% of consumers overall.
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