The coronavirus pandemic has changed the way people shop but it has not destroyed their holiday spirit. About 87% of adults in the U.S. plan to celebrate the winter holidays, according to the National Retail Federation. A psychological factor could be affecting the level of enthusiasm for the holidays this year. Many people may feel they deserve a better-than-normal holiday to mark the end of 2020.
Though holiday shopping looks very different this year, the amount of money people spend on gifts is not estimated to change much. For 2020, the average shopper plans to spend $998 on holiday purchases, about $50 less than last year.
To find how much the average consumer spends during the holiday season in each state, 24/7 Tempo reviewed spending estimates from the National Retail Federation and Prosper Insights & Analytics and adjusted them to state level. The NRF survey included 7,660 consumers and was conducted between Oct. 1 and Oct. 9. NRF defines holiday spending as spending during the months of November and December.
The average American will spend about $650 this holiday season to buy gifts for family, friends, and coworkers and about $230 on food and decorations. Both amounts are about the same as in 2019. The biggest dip came from people who say they are hesitant to buy items for themselves or their families that are not gifts even if they are seasonal sales and promotions. The average person spent $162 last year and will only spend $117 in 2020.
People in states with lower personal income per capita, mostly Southern and Northwestern states, will spend less this holiday, but there are a few notable exceptions. In eight states where personal income per capita is lower than the national average of $51,000, residents are willing to spend more than the national average of nearly $1,000.
Alabama
> Estimated holiday spending per person in 2020: $939.94 — 11th least
> Estimated spending on goods per person in 2020: $12,695
> Real personal income per capita: $47,026 — 11th lowest
> Cost of living: 14.2% less than national average — 3rd lowest
Alaska
> Estimated holiday spending per person in 2020: $1,001.43 — 20th most
> Estimated spending on goods per person in 2020: $13,526
> Real personal income per capita: $54,629 — 15th highest
> Cost of living: 5.1% more than national average — 9th highest
Arizona
> Estimated holiday spending per person in 2020: $927.35 — 8th least
> Estimated spending on goods per person in 2020: $12,525
> Real personal income per capita: $43,717 — 4th lowest
> Cost of living: 3.7% less than national average — 25th highest
Arkansas
> Estimated holiday spending per person in 2020: $885.00 — 3rd least
> Estimated spending on goods per person in 2020: $11,953
> Real personal income per capita: $48,196 — 17th lowest
> Cost of living: 15.3% less than national average — 2nd lowest
California
> Estimated holiday spending per person in 2020: $1,007.03 — 19th most
> Estimated spending on goods per person in 2020: $13,602
> Real personal income per capita: $52,328 — 21st highest
> Cost of living: 16.4% more than national average — 2nd highest
Colorado
> Estimated holiday spending per person in 2020: $1,034.90 — 13th most
> Estimated spending on goods per person in 2020: $13,978
> Real personal income per capita: $54,848 — 12th highest
> Cost of living: 1.9% more than national average — 13th highest
Connecticut
> Estimated holiday spending per person in 2020: $1,118.66 — 7th most
> Estimated spending on goods per person in 2020: $15,109
> Real personal income per capita: $67,277 — the highest
> Cost of living: 5.0% more than national average — 10th highest
Delaware
> Estimated holiday spending per person in 2020: $1,021.15 — 16th most
> Estimated spending on goods per person in 2020: $13,792
> Real personal income per capita: $50,105 — 25th lowest
> Cost of living: 0.6% less than national average — 17th highest
Florida
> Estimated holiday spending per person in 2020: $1,035.34 — 12th most
> Estimated spending on goods per person in 2020: $13,984
> Real personal income per capita: $47,445 — 13th lowest
> Cost of living: 1.0% more than national average — 16th highest
Georgia
> Estimated holiday spending per person in 2020: $949.98 — 14th least
> Estimated spending on goods per person in 2020: $12,831
> Real personal income per capita: $47,294 — 12th lowest
> Cost of living: 6.8% less than national average — 24th lowest
Hawaii
> Estimated holiday spending per person in 2020: $1,068.96 — 9th most
> Estimated spending on goods per person in 2020: $14,438
> Real personal income per capita: $43,687 — 3rd lowest
> Cost of living: 19.3% more than national average — the highest
Idaho
> Estimated holiday spending per person in 2020: $916.73 — 6th least
> Estimated spending on goods per person in 2020: $12,382
> Real personal income per capita: $45,595 — 7th lowest
> Cost of living: 7.8% less than national average — 21st lowest
Illinois
> Estimated holiday spending per person in 2020: $979.16 — 23rd least
> Estimated spending on goods per person in 2020: $13,225
> Real personal income per capita: $55,174 — 9th highest
> Cost of living: 2.6% less than national average — 20th highest
Indiana
> Estimated holiday spending per person in 2020: $948.74 — 13th least
> Estimated spending on goods per person in 2020: $12,814
> Real personal income per capita: $50,158 — 24th highest
> Cost of living: 11.3% less than national average — 11th lowest
Iowa
> Estimated holiday spending per person in 2020: $969.77 — 20th least
> Estimated spending on goods per person in 2020: $13,098
> Real personal income per capita: $53,277 — 19th highest
> Cost of living: 11.0% less than national average — 12th lowest
Kansas
> Estimated holiday spending per person in 2020: $926.55 — 7th least
> Estimated spending on goods per person in 2020: $12,515
> Real personal income per capita: $54,728 — 13th highest
> Cost of living: 10.8% less than national average — 13th lowest
Kentucky
> Estimated holiday spending per person in 2020: $942.20 — 12th least
> Estimated spending on goods per person in 2020: $12,726
> Real personal income per capita: $45,797 — 8th lowest
> Cost of living: 12.6% less than national average — 6th lowest
Louisiana
> Estimated holiday spending per person in 2020: $936.81 — 10th least
> Estimated spending on goods per person in 2020: $12,653
> Real personal income per capita: $49,365 — 21st lowest
> Cost of living: 12.1% less than national average — 8th lowest
Maine
> Estimated holiday spending per person in 2020: $1,201.47 — 2nd most
> Estimated spending on goods per person in 2020: $16,228
> Real personal income per capita: $46,636 — 10th lowest
> Cost of living: 0.7% less than national average — 18th highest
Maryland
> Estimated holiday spending per person in 2020: $974.50 — 21st least
> Estimated spending on goods per person in 2020: $13,162
> Real personal income per capita: $54,883 — 10th highest
> Cost of living: 7.7% more than national average — 7th highest
Massachusetts
> Estimated holiday spending per person in 2020: $1,166.39 — 3rd most
> Estimated spending on goods per person in 2020: $15,754
> Real personal income per capita: $61,446 — 2nd highest
> Cost of living: 10.4% more than national average — 5th highest
Michigan
> Estimated holiday spending per person in 2020: $969.27 — 19th least
> Estimated spending on goods per person in 2020: $13,092
> Real personal income per capita: $48,769 — 19th lowest
> Cost of living: 7.7% less than national average — 22nd lowest
Minnesota
> Estimated holiday spending per person in 2020: $1,017.51 — 17th most
> Estimated spending on goods per person in 2020: $13,743
> Real personal income per capita: $54,860 — 11th highest
> Cost of living: 2.0% less than national average — 19th highest
Mississippi
> Estimated holiday spending per person in 2020: $842.94 — the least
> Estimated spending on goods per person in 2020: $11,385
> Real personal income per capita: $42,134 — the lowest
> Cost of living: 15.6% less than national average — the lowest
Missouri
> Estimated holiday spending per person in 2020: $967.30 — 18th least
> Estimated spending on goods per person in 2020: $13,065
> Real personal income per capita: $50,155 — 25th highest
> Cost of living: 11.3% less than national average — 10th lowest
Montana
> Estimated holiday spending per person in 2020: $1,057.68 — 10th most
> Estimated spending on goods per person in 2020: $14,286
> Real personal income per capita: $48,625 — 18th lowest
> Cost of living: 6.5% less than national average — 25th lowest
Nebraska
> Estimated holiday spending per person in 2020: $979.02 — 22nd least
> Estimated spending on goods per person in 2020: $13,223
> Real personal income per capita: $55,667 — 7th highest
> Cost of living: 10.5% less than national average — 15th lowest
Nevada
> Estimated holiday spending per person in 2020: $1,028.72 — 14th most
> Estimated spending on goods per person in 2020: $13,895
> Real personal income per capita: $48,039 — 16th lowest
> Cost of living: 2.6% less than national average — 21st highest
New Hampshire
> Estimated holiday spending per person in 2020: $1,201.76 — the most
> Estimated spending on goods per person in 2020: $16,232
> Real personal income per capita: $54,518 — 17th highest
> Cost of living: 6.5% more than national average — 8th highest
New Jersey
> Estimated holiday spending per person in 2020: $1,121.35 — 6th most
> Estimated spending on goods per person in 2020: $15,146
> Real personal income per capita: $55,559 — 8th highest
> Cost of living: 16.0% more than national average — 4th highest
New Mexico
> Estimated holiday spending per person in 2020: $863.17 — 2nd least
> Estimated spending on goods per person in 2020: $11,659
> Real personal income per capita: $43,487 — 2nd lowest
> Cost of living: 8.9% less than national average — 17th lowest
New York
> Estimated holiday spending per person in 2020: $1,080.31 — 8th most
> Estimated spending on goods per person in 2020: $14,591
> Real personal income per capita: $56,356 — 5th highest
> Cost of living: 16.3% more than national average — 3rd highest
North Carolina
> Estimated holiday spending per person in 2020: $959.73 — 17th least
> Estimated spending on goods per person in 2020: $12,963
> Real personal income per capita: $47,629 — 15th lowest
> Cost of living: 8.3% less than national average — 19th lowest
North Dakota
> Estimated holiday spending per person in 2020: $1,161.15 — 4th most
> Estimated spending on goods per person in 2020: $15,683
> Real personal income per capita: $58,604 — 4th highest
> Cost of living: 10.7% less than national average — 14th lowest
Ohio
> Estimated holiday spending per person in 2020: $952.53 — 15th least
> Estimated spending on goods per person in 2020: $12,866
> Real personal income per capita: $51,910 — 22nd highest
> Cost of living: 11.6% less than national average — 9th lowest
Oklahoma
> Estimated holiday spending per person in 2020: $891.62 — 4th least
> Estimated spending on goods per person in 2020: $12,043
> Real personal income per capita: $49,633 — 22nd lowest
> Cost of living: 12.8% less than national average — 5th lowest
Oregon
> Estimated holiday spending per person in 2020: $1,007.25 — 18th most
> Estimated spending on goods per person in 2020: $13,605
> Real personal income per capita: $47,573 — 14th lowest
> Cost of living: 2.2% more than national average — 12th highest
Pennsylvania
> Estimated holiday spending per person in 2020: $996.41 — 23rd most
> Estimated spending on goods per person in 2020: $13,458
> Real personal income per capita: $54,687 — 14th highest
> Cost of living: 3.0% less than national average — 22nd highest
Rhode Island
> Estimated holiday spending per person in 2020: $995.39 — 24th most
> Estimated spending on goods per person in 2020: $13,444
> Real personal income per capita: $50,842 — 23rd highest
> Cost of living: 1.3% more than national average — 14th highest
South Carolina
> Estimated holiday spending per person in 2020: $952.82 — 16th least
> Estimated spending on goods per person in 2020: $12,869
> Real personal income per capita: $45,420 — 6th lowest
> Cost of living: 8.5% less than national average — 18th lowest
South Dakota
> Estimated holiday spending per person in 2020: $1,021.73 — 15th most
> Estimated spending on goods per person in 2020: $13,800
> Real personal income per capita: $56,194 — 6th highest
> Cost of living: 12.2% less than national average — 7th lowest
Tennessee
> Estimated holiday spending per person in 2020: $936.30 — 9th least
> Estimated spending on goods per person in 2020: $12,646
> Real personal income per capita: $49,640 — 23rd lowest
> Cost of living: 10.3% less than national average — 16th lowest
Texas
> Estimated holiday spending per person in 2020: $983.02 — 24th least
> Estimated spending on goods per person in 2020: $13,277
> Real personal income per capita: $50,021 — 24th lowest
> Cost of living: 3.5% less than national average — 23rd highest
Utah
> Estimated holiday spending per person in 2020: $997.43 — 22nd most
> Estimated spending on goods per person in 2020: $13,472
> Real personal income per capita: $46,385 — 9th lowest
> Cost of living: 3.5% less than national average — 24th highest
Vermont
> Estimated holiday spending per person in 2020: $1,122.22 — 5th most
> Estimated spending on goods per person in 2020: $15,158
> Real personal income per capita: $49,038 — 20th lowest
> Cost of living: 3.1% more than national average — 11th highest
Virginia
> Estimated holiday spending per person in 2020: $998.52 — 21st most
> Estimated spending on goods per person in 2020: $13,487
> Real personal income per capita: $53,837 — 18th highest
> Cost of living: 1.3% more than national average — 15th highest
Washington
> Estimated holiday spending per person in 2020: $1,037.16 — 11th most
> Estimated spending on goods per person in 2020: $14,009
> Real personal income per capita: $54,610 — 16th highest
> Cost of living: 8.4% more than national average — 6th highest
West Virginia
> Estimated holiday spending per person in 2020: $895.70 — 5th least
> Estimated spending on goods per person in 2020: $12,098
> Real personal income per capita: $44,437 — 5th lowest
> Cost of living: 12.9% less than national average — 4th lowest
Wisconsin
> Estimated holiday spending per person in 2020: $986.29 — 25th least
> Estimated spending on goods per person in 2020: $13,322
> Real personal income per capita: $52,949 — 20th highest
> Cost of living: 8.1% less than national average — 20th lowest
Wyoming
> Estimated holiday spending per person in 2020: $990.73 — 25th most
> Estimated spending on goods per person in 2020: $13,382
> Real personal income per capita: $61,266 — 3rd highest
> Cost of living: 7.2% less than national average — 23rd lowest
Methodology
24/7 Tempo reviewed spending estimates the National Retail Federation and Prosper Insights & Analytics published based on their survey of average consumer spending for the 2020 holiday season by.
Holiday spending by state for 2020 was determined by using the percent change in the national personal consumption expenditure (PCE) from 2019 Q1-Q3 to 2020 Q3 as an adjusting factor to estimate the 2020 per capita state PCE.
The ratio between the estimated amount of money spent on goods so far in 2020 per capita in every state and the estimated amount of money spent on goods nationwide so far in 2020 was used to adjust the national average consumer holiday spending of $997.79 to generate a per state value for the 2020 holiday spending.
To determine how far a dollar can stretch in every state, we reviewed the Bureau of Economic Analysis’ estimates for regional price parity in 2019, the most recent year for which data is available.