2025 Holiday Giving Report | Fellowship Development

2025 Holiday Giving Report by Fellowship Development

Americans say generosity matters more than ever — but most would protect dining out before donations.

That contradiction defines the 2025 holiday giving season. Our national survey finds that while 61% of Americans believe charitable giving feels more important during times of hardship, only 23% would protect charitable donations above other expenses. The instinct to help hasn’t vanished, but it’s competing with survival. According to national data, nearly two-thirds of Americans now live paycheck to paycheck, and household debt is at a record high.

At Fellowship Development, we work with ministries and nonprofits across the country to help raise funds for causes that matter. In conversations with leaders nationwide, one theme kept resurfacing: people want to give but they’re not sure they can. Between rising grocery bills, housing costs and economic uncertainty, generosity itself has become a test of endurance.

One question inspired this study: how do people give when they feel they can’t afford to? We wanted to move past assumptions and drill into what’s really happening as families face the toughest cost-of-living environment in a generation. Are Americans cutting back on generosity or redefining it? Are faith and empathy still driving donations when resources are limited?

What we found is that charity begins at home — and in times of financial strain, local compassion shines brightest as Americans look after their own. While giving isn’t immune to inflation, people across all backgrounds are finding creative ways to care for their communities. They donate smaller amounts, support local food drives and choose connection over consumerism.

This report explores how those shifting habits are reshaping the charitable landscape, and what they reveal about the values that still unite Americans, even in a divided economy.

Key Takeaways

54.8% of respondents say they wish they could give more but can’t afford to, showing that intent to give remains strong despite limited financial flexibility.
39% of Americans plan to spend less this holiday season, reflecting the continued impact of rising costs on household budgets.
29% expect to donate $100–$499, while 32.4% will give less than $100, meaning most contributions will remain accessible. However, 6.2% still plan to give $1,000 or more.
Food banks and shelters are the top giving focus nationwide (31.5%).
61% believe charity feels more important during times of hardship, including 31% who say it feels much more important.
22.4% say they won’t donate this year, highlighting the real financial constraints facing many households.
19.3% plan to give to local community organizations, and 17.9% to religious institutions, underscoring the trust placed in nearby and faith-based causes.
63% of respondents say they believe charitable donations make a bigger impact than consumer spending during the holidays.
35.7% say they would protect travel or vacations over other expenses, while 41.3% would prioritize dining and entertainment, showing that shared experiences remain central to holiday life.

Despite rising costs, half of Americans will spend the same this holiday season

“If I was given $200 I’d use it to buy things I need for the holidays, but I would also consider a donation to a charity” (Survey Respondent)

Even as inflation continues to drive up the cost of living, Americans are showing surprising resilience when it comes to holiday spending. According to our survey, 60% say they will spend about the same or even more than last year.

But these sentiments are not split equally across the country. 57% of struggling Californians, in the grip of a housing shortage and weakened job markets, plan to spend less this season, while in Texas only 36% will spend less with 1 in 6 residents saying they plan to spend more.

This balance between caution and commitment suggests that many households are finding ways to protect the parts of the season that matter most — family, food and togetherness.

Key Takeaways – What Americans Spend During the Holidays

39% of Americans say they’ll spend less overall, the largest single group responding to rising costs.
25.8% will spend differently but about the same amount, adjusting priorities rather than cutting back.
8.4% plan to spend more than usual, showing pockets of optimism despite inflation.
26% say they’ll protect experiences over goods — prioritizing food, entertainment, and time with loved ones.
Only 1% cite other approaches, reinforcing that most households are adapting in practical ways.

Shared experiences remain a holiday spending priority

“I want everyone to have a good holiday. Not just my family.” (Survey Respondent)

When it comes to the holidays, Americans are choosing experiences over extravagance, with 77% of Americans saying they would protect eating, drinking, entertainment or vacations above anything else — proving that most holiday spending still revolves around shared experiences rather than material goods.

Dining and social gatherings ranked as the most protected categories in household budgets, while vacations and short trips also remain a priority. Roughly half of Americans plan to travel during the holiday season, often to visit family or take a short getaway — a figure that has held steady despite higher airfare and fuel costs.

More Americans will invest in experiences, such as travel or shared activities — highlighting a shift from stuff to meaningful connection.

Key Takeaways – How Americans Spend During the Holidays

41.3% said they would protect dining and entertainment even as costs rise.
35.7% said that shared experiences like travel and vacations remain a top priority.
23% said they would protect charitable donations above all else.
63% of respondents say they believe charitable donations make a bigger impact than consumer spending during the holidays.

Fighting hunger unites donors across the U.S.

At a time when Americans are cutting back on spending and feeling the strain of rising costs, food insecurity has become the country’s most unifying charitable cause. Our survey found that 31.5% of respondents plan to direct their holiday giving to food banks or shelters — more than any other type of organization by a wide margin.

That figure surpasses local community organizations (19%), religious institutions (17.9%), and national nonprofits (8.8%), confirming that hunger relief remains the top priority for donors across income levels, age groups, and regions.

The data shows that Americans are channeling their limited resources into necessity-driven giving — the kind that meets immediate, tangible needs. While luxury gifts and large donations may decline, the instinct to make sure others have enough to eat is proving resilient.

Key Takeaways – Food Banks Remain at the Forefront of Charity

31.5% plan to give to food banks or shelters
19.3% will support local community organizations
17.9% will donate to religious institutions
8.8% will give to national nonprofits

Local ties, lasting impact: Relationship-driven charity on the rise

In a year marked by economic pressure and cautious spending, Americans are turning inward — not away — when it comes to giving. Our survey shows that donors are prioritizing trust and personal connection over scale, directing their support toward organizations that feel close to home.

In the Northeast, giving remains rooted in faith and community tradition. More than a third of respondents say they’ll support local organizations or religious institutions, reflecting a strong culture of civic engagement and trust in neighborhood networks.

The Midwest stands out for its practical compassion — leading the nation in support for food banks and shelters, where 35% of respondents plan to focus their donations this year. Many donors in this region emphasized a desire to meet immediate needs and “help people get by.”

In the South, generosity remains anchored in faith-based giving, where nearly 40% of donors report plans to give through churches, religious charities, or local congregations. This reflects the region’s long-standing emphasis on fellowship and collective care.

Meanwhile, in the West, giving trends reflect a more individualized and cause-driven approach. Californians are leading the nation in food bank support (43%), while many donors in the Mountain and Pacific states show strong interest in grassroots, environmental and humanitarian efforts within their own communities.

Key Takeaways – Why Local Charities are Leading the Way

43% of donors in the West say they will give to food banks and shelters, the highest rate in the country.
38% of donors in New England plan to support local community organizations, reflecting a strong culture of civic engagement.
35% of Midwestern donors prioritize food banks and shelters, showing practical, needs-based giving.
Nearly 40% of respondents in the South plan to give through religious institutions, underscoring the region’s faith-driven generosity.
8.8% will give to national nonprofits, showing limited enthusiasm for large-scale institutions this year.
Only 2.9% only say they will contribute to international aid or relief efforts.

Women lead the way in everyday generosity

Across the country, women are emerging as the most consistent drivers of compassion — giving more often, more locally and more thoughtfully than their male counterparts. While economic pressures are affecting everyone, women are proving that empathy doesn’t fade under financial strain.

Our survey results show that women are more likely to donate to community-based causes, support food banks and shelters, and participate in acts of everyday generosity such as volunteering or organizing neighborhood fundraisers.

They’re also more likely to say that charitable giving feels “more important during times of hardship,” aligning with the national trend in which 61% of Americans agree that compassion becomes more critical when times are tough.

Key Takeaway – How Gender Affects Charity

64% of women believe giving is “more important during hardship,” compared with 57% of men.
58% of women wish they could give more but can’t, versus 51% of men.
35% of women plan to give to food banks or shelters, compared with 28% of men.
Women are 5 points less likely than men to say they won’t donate this year.
Women lead in small-scale and community giving, demonstrating stronger engagement and empathy across all income groups.

Compassion grows even as economic confidence falls

“I feel people need this more than ever now. Giving is the best thing to do at this point.” (Survey Respondent)

Even as financial pressures mount, the instinct to help others remains deeply rooted in American life. While our survey shows that 39% of Americans plan to spend less overall this season, more than half (55%) wish they could give more but can’t afford to. The emotional drive to give has not diminished, and in fact, compassion appears to be growing stronger as economic confidence declines.

When asked whether charitable giving feels more important during tough times, 61% of respondents agreed — including nearly one-third (31%) who said it feels “much more important.” This belief is shared across all income brackets, suggesting that generosity is being guided more by empathy than by economic comfort.

Key Takeaways – How Charity Endures in Times of Economic Uncertainty

39% plan to spend less overall, reflecting continued cost-of-living pressure.
55% wish they could give more but can’t afford to, showing strong intent despite financial strain.
61% believe charitable giving feels more important during hardship, including 31% who say it feels much more important.
63.6% say charitable giving makes a bigger impact than consumer spending, signaling enduring faith in generosity even as optimism declines.

A new generation of donors is reshaping how America gives

A new generation of Americans is redefining what generosity looks like — and how it’s expressed. While older donors continue to anchor charitable giving, younger generations are bringing fresh energy, values and priorities to the table. Their giving is smaller in scale but more consistent.

Our data shows that younger respondents (ages 18–34) are less likely to make large donations, with more than half (54%) expecting to give under $100 this season. But what they lack in dollar amounts, they make up for in consistency and intent. Two-thirds say giving is more important during hardship and more than half would give more if they could afford to.

Key Takeaways – Which Age Groups Give the Most?

54% of donors aged 18–34 plan to give under $100, showing smaller but steady contributions.
36% of younger donors say they’ll focus on food banks or community causes, emphasizing empathy-driven giving.
40% of donors aged 55+ plan to give the same or more than last year, underscoring generational stability.
Older donors are twice as likely to give $500 or more, while younger donors prioritize accessibility and consistency.

Middle-Income households anchor U.S. giving

Amid rising prices and uneven financial recovery, it’s America’s middle-income households that are quietly keeping the country’s charitable engine running.

While wealthier donors contribute the largest sums and lower-income families give what they can, it’s the broad middle class — those earning between roughly $50,000 and $100,000 annually — who continue to donate most consistently year after year.

Our survey reveals that nearly 60% of respondents in this income range plan to give this holiday season, compared with just 47% of lower-income households and 41% of higher-income ones who say they will increase or maintain their donations.

When it comes to giving levels, most middle-income donors fall into the $100–$499 range, with 29% of all respondents selecting this bracket — the single largest donation category overall. This suggests a strong preference for sustainable giving rather than large one-time gifts, reflecting both practical limits and a deep sense of community responsibility.

Key Takeaways – How Does Income Affect Giving?

29% of all respondents — primarily middle-income households — plan to donate $100–$499, the most common giving range.
60% of middle-income donors say they will give this holiday season, showing remarkable consistency.
55% of middle-income Americans wish they could give more but can’t afford to, revealing strong charitable intent despite limited budgets.
63% of this group believe giving feels more important during hardship, higher than both lower- and upper-income respondents.
Food banks and local causes remain their top priorities, reflecting a focus on practical, visible impact.

Most charitable donations will come in at less than $100 this year

As household budgets tighten under the weight of inflation, rising costs and stagnant wage growth, Americans are giving what they can — and for most, that means keeping donations modest but meaningful.

Our survey shows that nearly one in three Americans (32.4%) plan to give less than $100 to charity this year, making it the single most common donation amount nationwide.

Another 29% expect to give between $100 and $499, while just 16% will contribute $500 or more.

Across the country, this pattern holds remarkably consistent — though regional nuances tell a deeper story. In the West, where cost-of-living pressures are highest, 37% of donors plan to give under $100, reflecting both tighter budgets and a preference for smaller, recurring support.

The Midwest follows closely at 33%, where practical generosity remains a defining trait, while New England (31%) and the South (30%) show similar levels of modest giving. Higher-value donations ($500+) appear more common in the Mid-Atlantic and Mountain regions, where financial confidence and donor stability remain slightly stronger.

Key Takeaways – How Much Do Americans Plan to Give?

32.4% of Americans plan to give less than $100, the most common donation amount nationwide.
29% will give $100–$499, showing sustained small-scale generosity.
16% will donate $500 or more, with higher rates in the Mid-Atlantic and Mountain regions.
37% in the West and 33% in the Midwest expect to give under $100, reflecting local cost pressures.
Across all regions, donors are adjusting, not retreating — keeping generosity alive even as money tightens.

Nearly 60% of Americans wish they could give more — but money worries hold them back

Generosity isn’t fading — it’s fighting to survive the economy. Our survey shows that nearly six in ten Americans (54.8%) say they wish they could give more but their budget won’t allow it. Another 31% feel they’re giving about what they’d like to, while 14% don’t plan to donate this year at all.

Among lower-income Americans, over two-thirds (68%) say they want to give more but can’t — the highest of any group. These households often rank charitable giving alongside essentials like food, fuel and rent, forcing tough choices during the holidays.

Middle-income earners — those making roughly $50,000–$100,000 annually — also feel the strain, with 55% saying they wish they could give more. By contrast, higher-income households express fewer financial limits, but even here, one in three (33%) say they’re giving less than they’d like to.

Key Takeaways – How Americans Want to Give More

54.8% of Americans wish they could give more but can’t afford to.
Among lower-income households, that number rises to 68%.
55% of middle-income donors feel similarly — yet remain the most reliable givers year over year.
33% of higher-income Americans also report giving less than they’d like, reflecting the widespread impact of inflation.
Across all income levels, 61% agree that giving feels more important during hardship, showing generosity persists even under pressure.

Faith keeps the giving spirit alive

“You never know when you may be in that situation and will need assistance. God commands we help the poor.” (Survey Respondent)

Faith remains a powerful force in shaping where Americans give. Our survey shows that 32.8% of respondents identify as Protestant or non-Catholic Christian, and this group is the most likely to give through religious institutions, contributing to the 17.9% of all donors who plan to direct their giving that way.

Catholics, who make up 28.2% of respondents, lean more toward food banks and shelters (31.5%) and local community organizations (19.3%), reflecting the Catholic Church’s strong tradition of social outreach. Respondents of other religions (15.8%) spread their giving across local causes, national nonprofits (8.8%), and international relief (2.9%), showing a more globally minded approach.

Those with no religious affiliation (23.2%) are least likely to give through faith-based channels but remain active supporters of food security and community aid, focusing on practical impact over religious connection. Across all groups, the data reveals that while belief influences how Americans give, the shared goal of meeting immediate needs unites donors of every faith.

Key Takeaways – How Religion Sees Charity

17.9% plan to give through religious institutions, keeping faith-based giving steady.
61% overall believe charity feels more important during hardship, a value often reinforced by faith communities.
32.8% Protestant / 28.2% Catholic / 15.8% Other religion / 23.2% None, reflecting diverse but enduring religious influence.
Religious donors are among the most likely to maintain or increase their giving compared to last year.
Faith continues to link belief, community, and generosity — sustaining local and national charitable efforts alike.

Final thoughts: Generosity endures despite economic strain

The data paints a picture of a nation under strain but not without heart. Rising costs and shrinking budgets have forced Americans to rethink how they give, but not whether they give. While 39% plan to cut back on overall spending, nearly 60% will maintain or even increase their holiday budgets — a sign that celebration and connection still matter deeply. Most donors are giving smaller amounts, with nearly one-third contributing under $100, yet food banks, shelters, and local organizations remain the top priorities. Across every region and income bracket, people are adapting their generosity to fit tighter realities — proving that compassion endures even when money is tight.

Methodology Notes

Sample size: 500 U.S. adults
Demographics: Nationally representative by age, gender, region, income
Analysis: Data cuts by age, income, and faith affiliation for deeper storylines

Is giving immune to inflation?