Eric Croak expects plenty of “value-hunting” and cautious spending this upcoming holiday shopping season as middle- and lower-income consumers continue to navigate post-pandemic inflation and the potential for higher prices from President Donald Trump’s tariffs.

“I’m expecting a very practical, value-hunting holiday. People will still show up for the season, but they are comparing more, timing purchases around promos, and trading down on extras,” said Croak, president of Croak Capital, an Ohio-based financial advisory firm.

“The mood is cautious, everyday prices still feel high,” he said.

This year’s Christmas holiday shopping season is more than on the horizon. For some stores, online retailers and consumers, it’s already here.

Post-pandemic inflation, Trump’s on-and-off tariffs regim

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