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Gen Z Shoppers Top the List of Savviest Holiday Spenders
According to TD Bank's annual Merry Money survey, Gen Z shoppers are the most financially discipl...
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[{"type":"text","content":"Gen Z Shoppers Top the List of Savviest Holiday Spenders\n\n\n .bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }\n.bwuline { text-decoration: underline }\n \n\n\n\n\n According to TD Bank's annual Merry Money survey, Gen Z shoppers are the most financially disciplined and tech-wise age group, with 88% taking steps to limit seasonal overspending and 51% using AI to make a holiday budget\n \n\n\n\n\n While most U.S. consumers have money on their minds as the holiday season approaches, one cohort is especially deliberate about staying on budget – Generation Z.\n \n\n According to TD Bank's 2025 Merry Money survey, which polled over 2,500 U.S. consumers on their holiday shopping and spending habits, most (88%) respondents born between 1997 and 2007 are considering ways to limit overspending. Among Gen Z adults, 77% are planning to make a holiday budget this year, and half (51%) of these respondents are planning to do so with Generative AI, highlighting an inclination by this generation of shoppers to adopt new strategies to stay on budget as seasonal spending ramps up.\n \n\n “Gen Z has grown up amid global economic uncertainty, and that may help explain why they demonstrate such strong financial awareness,” said Marc Womack, Head of U.S. Consumer Deposit & Payment Products at TD Bank. “They’re redefining seasonal spending and taking advantage of technologies that help them blend traditional budgeting and saving habits with solutions like credit card rewards optimization apps and AI-enabled tools. This is a group of shoppers who are balancing financial discipline with a bit of holiday indulgence.”\n \n\n\n\n Gen Z Shoppers are Anxious, Intentional and Strategic about Holiday Purchases\n \n\n\n\n Among Gen Z respondents, nearly two-thirds (65%) admit that the financial aspect of the holiday season makes them anxious – perhaps why six in ten (60%) of this age group plan to spend less this holiday season due to tariff concerns, demonstrating a deliberate approach to managing costs and staying on budget. By comparison, Gen X (72%) and Millennials (71%) are more likely to overspend during the holidays than their Gen Z (60%) counterparts.\n \n\n They’re also approaching holiday spending with intention, with nearly nine in ten Gen...