Holiday spending by Gen Z expected to drop 23% this year, according to PwC survey

Consumer Spending Trends - PJC forecast indicates a potential pullback in consumer spending, marking the steepest decline since the start of the virus pandemic [1] - The survey, conducted in June and July, reflects consumer sentiment at that time, making it potentially too early to definitively predict holiday spending [2] - Retailers face challenges due to tariffs, potentially leading to reduced discounts, which could impact consumer demand [3] - Consumers are willing to spend on important days, events, and loved ones, suggesting Christmas spending may not see a major drop [7] Generational Spending Patterns - Gen Z is projected to decrease spending the most, with a planned cutback of 23%, driving an overall 5% decline [4] - Unlike boomers, Gen X, and millennials, who plan to maintain their spending, Gen Z's pullback is significant [4] - Last year, Gen Z planned to spend 37% more on gifts, travel, and entertainment, highlighting a significant shift this year [5] Retail Impact - Retailers catering to younger shoppers, particularly Gen Z, will need to work harder to attract them [5] - The actual holiday season print may not be as negative as initially expected, based on previous experiences [6]