BOSTON–(BUSINESS WIRE)– #HolidayShopping–Holiday retail sales forecasts are mixed. Americans plan to spend 5.5% less this season, an average of $1,018, according to Simon-Kucher’s 8th Annual Holiday Shopping Study, returning back to 2024 levels. As household budgets shrink, any retail revenue growth will likely come from higher prices, rather than more purchases, causing retailers to fight for every hard-earned dollar. “Holiday budgets are being reset, not abandoned,” said Shikha Jain, Partner and Head of Cons