Although inflation has continued to cool in 2025, ambiguity around tariffs is raising concerns about the availability and price sensitivity of gifts. The latter is this year’s most common anxiety among shoppers, with 51% of shoppers “very concerned” about the effect of tariffs on prices, and 42% still “very concerned” about inflation, according to Optimove.Americans plan to spend as much as they did on last year’s holidays, but more intentionally.To help you navigate the long and delicate holiday season ahe ...

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