普华永道：美国假日消费或现疫情以来最大降幅 Z世代缩减开支最显著

Core Insights - A survey by PwC indicates that U.S. consumers, particularly Gen Z, are reducing spending amid increasing economic uncertainty, with holiday spending expected to see the largest decline since the pandemic [1] - The average planned spending per consumer is approximately $1,552, a decrease of 5.3% from last year, marking the first similar decline since 2020 [1] Consumer Spending Trends - About 84% of consumers anticipate cutting back on spending in the next six months, particularly in categories such as clothing, big-ticket items, and dining out [1] - Over half of consumers report that rising prices may influence their holiday spending decisions [1] Retailer Outlook - Major U.S. retailers are facing demand uncertainty as they enter the critical holiday season, with Target, Best Buy, and Home Depot maintaining annual forecasts, while Walmart and Abercrombie & Fitch have raised their outlooks, and Mattel has lowered its forecast [1] Gen Z Spending Behavior - Gift spending is expected to be hit hardest, with average expenditure dropping from $814 last year to $721, representing an 11% decline [1] - Gen Z's spending budget is projected to shrink by 23%, contrasting with a 37% increase in 2024 [1] In-Store Shopping Trends - PwC partner Kelly Pederson notes that while foot traffic in physical stores is increasing among Gen Z due to their focus on experiences, this does not necessarily translate to in-store purchases [2] - The actual purchasing behavior may still change, with a noted easing of tariff policy uncertainty since July [2]