A new Beyond Finance survey reveals that two-thirds of Americans feel cultural pressure to overspend during the holidays. Here’s what’s driving it and how to ease the guilt.
The holidays may sparkle, but behind the twinkling lights and shopping bags, millions of Americans are feeling the financial strain.
According to a new national survey commissioned by Beyond Finance, 65% of respondents said it’s nearly impossible to know how much they can safely spend this holiday season.
Even more telling, two-thirds (66%) say there’s unhealthy cultural pressure to buy gifts, even when they can’t afford to.
It’s a clear sign that the joy of giving is being overshadowed by financial anxiety, emotional stress, and social comparison.
“Guilt-Giving” and “FOMO-Spending” Are on the Rise
Experts say this pressure has fueled a rise in “guilt-giving”, spending out of obligation rather than desire, and “FOMO-spending,” where social comparison and digital influence drive impulsive purchases.
The result? A growing number of consumers who end the season overspent, stressed, and second-guessing their financial decisions.
This year, 52% of Americans admit they’ve already bought or plan to buy at least one gift purely out of obligation, spending an average of over $250 on gifts that bring more guilt than joy.
Younger generations are feeling this burden the most. Gen Z (64%) and millennials (66%) lead in guilt-giving, compared to 50% of Gen X and just 30% of baby boomers. Parents with children under 18 are especially affected: 76% say they’ve guilt-given, compared to 44% of non-parents.
Key Findings From Beyond Finance’s 2025 Holiday Survey
Here’s what else the survey uncovered:
- Cultural Pressure to Spend: 66% say there’s unhealthy pressure to buy gifts. The top reasons? Family expectations (29%), feeling the need to reciprocate (26%), and marketing influences like “gift guides” and “wish list culture” (25%).
- Credit Cards Keeping the Season Afloat: 54% of those who have overspent or expect to overspend are relying on credit cards. More than a third (35%) have carried holiday debt before, and 31% expect to take on new or more debt this year.
- Budgets Aren’t Helping Much: Only 51% have created a holiday budget. Of those who have, nearly two-thirds (64%) have already gone over or expect to.
- Economic Anxiety Runs High: 65% say it’s nearly impossible to know how much they can safely spend.
- Social Media’s Influence: 19% admit to buying gifts or trips mainly to post about them online, while 22% later regretted buying trendy gifts.
- Emotional Fallout in Relationships: Nearly a quarter of people in relationships have hidden, or plan to hide, holiday expenses from their partner.
- Sacrificing Essentials: Over 60% say they’ve delayed other purchases to afford holiday expenses, cutting back on dining out (25%), saving (21%), or even groceries (19%).
- Emotional Toll: Many experience holiday-related financial anxiety, including stress (24%), frustration about finding affordable gifts (18%), and guilt about not purchasing presents (13%).
“Overspending Becomes Emotional, Not Rational”
“The financial anxiety we’re seeing isn’t just about economic uncertainty—it’s about complex and deeply rooted emotions,” said Dr. Erika Rasure, chief financial wellness advisor at Beyond Finance.
“People feel torn between wanting to create joy and the guilt of knowing they can’t afford it. When cultural norms, family traditions, and social media all amplify that pressure, overspending becomes emotional, not rational.”
These findings highlight how financial pressure is as much psychological as it is economic.
“People don’t set out to overspend during the holidays. They want to connect, to make others happy, to participate,” said Lou Antonelli, chief operating officer at Beyond Finance. “But that generosity often turns into guilt and regret. We believe financial and emotional wellness can go hand in hand, and empower consumers to make choices rooted in peace, not pressure, so the holidays can be about meaning—not money.”
6 Ways To Ease Holiday Spending Stress
Dr. Rasure shared several ways to stay grounded and protect your wallet this season:
1. Talk About Money Early
Start conversations about spending expectations before shopping begins. Setting boundaries early reduces guilt and overspending while keeping the focus on shared values—like presence over presents.
2. Pause Before You Purchase
Notice emotional triggers, stress, nostalgia, and pressure that lead to impulse spending. Take a break or step away from the shopping cart before deciding.
3. Give Yourself Permission To Say “No”
Saying no to group gifts or pricey plans isn’t selfish. It’s financial self-care. You decide how to spend your money, not social pressure.
4. Define Your Seasonal Values
Decide what matters most this holiday season and let those values guide your spending. Financial well-being starts with emotional clarity.
5. Make Gifts Meaningful
Replace guilt-giving with intentional giving. Thoughtful, homemade, or creative gifts often mean more than expensive ones.
6. Reflect and Reset
Keep a short holiday money journal to note what brought joy and what didn’t. Use it to reset your financial and emotional habits for the new year.
Read More:
- 11 Frugal Christmas Traditions To Start With Your Family
- Holiday on a Budget: 13 Tips To Create a Memorable, Affordable Holiday
- How To Save Money on Holiday Meals and Baking Supplies
