Kasia Davies
Research expert covering global shopping behavior market
Consumer behavior in the United States - statistics & facts
The United States economy, the world’s largest economy by GDP, would not be where it is today without its consumers. Over the past years, shoppers have faced challenges such as the coronavirus (COVID-19) pandemic, higher inflation, and most recently the tariffs on imported goods which people fear will again increase prices.
Although holiday shopping events, like Black Friday, result in one of the more expensive times for shoppers in the United States, it is far from the only costly retail occasion. In 2024, projected spending on Mother’s Day surpassed 250 U.S. dollars per capita, while average back-to-college expenditures were expected to exceed 1,350 U.S. dollars.
Although many factors impact consumer behavior, one of the main impacts throughout the course of 2025 is going to be the proposed tariffs which will affect agri-food products in particular. Almost half of consumers in the United States have already switched to more affordable alternatives from other brands as a result of the proposed tariffs. It is still not entirely clear if all the suggested tariffs will be introduced on April 2, 2025, but if they are then consumers not just in the U.S. but also across the world could see a further increase in prices on a variety of products.
Average spending for the average consumer
The average American consumer spends a lot of money on goods and services: a truth that is especially apparent when comparisons are made with consumers living in other North American and European countries. During the holidays of 2024, for example, average expected spending on gifts in the United States was expected to reach over 1,010 U.S. dollars per person which was the first time spending exceeded 1,000 U.S. dollars. At roughly 533 euros (approximately 581 U.S. dollars), Germans were planning to spend far less on Christmas presents during the same year.Although holiday shopping events, like Black Friday, result in one of the more expensive times for shoppers in the United States, it is far from the only costly retail occasion. In 2024, projected spending on Mother’s Day surpassed 250 U.S. dollars per capita, while average back-to-college expenditures were expected to exceed 1,350 U.S. dollars.
What matters to shoppers in the United States?
Consumers are individuals who have their personal and common grievances, and sometimes, these individuals band together to voice their concerns. As a result of today’s information age, consumers have grown (and continue to grow) remarkably aware of what they are buying where the goods in question come from, and to what degree the manufacturing process of a particular enterprise is sustainable and/or ethical. A major factor that contributes to the overconsumption of fashion, which is of course very harmful to the environment, is social media, according to the majority of shoppers, which is constantly promoting new trends and encouraging people to buy more. Some shoppers, however, have been pushing back and making a conscious effort to buy fewer things or make purchases from green brands in order to create more sustainable habits in their lives.Although many factors impact consumer behavior, one of the main impacts throughout the course of 2025 is going to be the proposed tariffs which will affect agri-food products in particular. Almost half of consumers in the United States have already switched to more affordable alternatives from other brands as a result of the proposed tariffs. It is still not entirely clear if all the suggested tariffs will be introduced on April 2, 2025, but if they are then consumers not just in the U.S. but also across the world could see a further increase in prices on a variety of products.
