Americans aren't holding back on holiday spending this year — but they're taking a more proactive approach to the shopping they do, according to a new survey. Conducted by Talker Research on behalf of Affirm, a survey of 2,000 Americans celebrating the winter holidays, revealed a growing trend of “shopping less,” with nearly three in four respondents (73%) saying they have used this method of holiday shopping. the season. Additionally, three out of five respondents (60%) said they are starting earlier, making more frequent, smaller trips and being more conscious of their purchases this year. The survey asked why shopping habits have changed – and respondents pointed to value and purpose.
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