Holiday shoppers expect 14% less cheer

Shoppers in Los Angeles are turning to more affordable brands, seeking deals and making their own presents to save money this holiday season, as many tighten their purse strings in anticipation of a weak economy.

- NILESH CHRISTOPHER

ANGELENOS will spend $1,627 on average this holiday season, 14% less than last year, a Deloitte survey found. Above, a shopper in 2023.

The average projected holiday spend by Los Angeles shoppers was $1,627, according to Deloitte's 2025 holiday retail survey. That’s above the national average but a 14% dip from 2024.

“What we're hearing is that shoppers here in the L.A. metro area, and nationwide, are feeling uncertain about where the economy is headed,” said Rebecca Lohrey, Deloitte audit and assurance partner.

Californians have struggled more than residents of most other states with the stubbornly high price of housing. At the same time, the often-changing tariff regime coming out of Washington has consumers concerned that prices will continue to rise.