4 ways gift giving is changing in America

Gift giving is more than a social ritual. It’s becoming a barometer for economic stress in modern America. 

Empower’s new Going Rate research maps how inflation and tariffs are shaping what people give, how much they tip, and even the gifting norms across generations. It suggests that even small acts of monetary generosity, like tipping for takeout, reflect broader trends in consumer sentiment and economic pressure.

As prices climb, households are modifying traditions, leaning into “gift fatigue,” and wrestling with etiquette in a time of rising costs. 

Here are four revealing takeaways from the study, each highlighting how gift-giving today offers a window into how Americans are managing their finances under the weight of tariffs and inflation.

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Three-quarters of Americans say tariffs and inflation have pushed gift prices higher, according to Empower. The finding reflects a broad perception that global price dynamics now shape such purchases. The pressure could be shifting behavior across income groups.

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About half of respondents do not know the appropriate amount to spend, based on the research. The uncertainty could mean wider financial unease. People might second-guess tradition since household budgets have less room for error.

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Nearly one in three Americans are asking for no gifts and almost half report “gift fatigue,” said Empower. The opt-out trend suggests a cultural shift toward easing obligations as the cost of participation rises.

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Eight in ten say cash and gift cards are more acceptable, and 44% prefer giving time, based on the findings. The pivot toward utility and presence might signal evolving values under financial strain.