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.
