According to CoinMeta, retailers have observed a holiday paradox: despite feeling anxious, consumers are still willing to spend during the upcoming holiday season. Dollar General CEO Todd Vasos stated at a Goldman Sachs retail conference that, despite ongoing inflationary pressures, American consumers continue to spend. Consulting firm AlixPartners predicts that holiday season sales will grow by 4% to 7% in 2026. Although 57% of Americans say their living conditions are worse than last year, many still believe they should reduce their spending. Vasos pointed out that households with incomes over $100,000 are shifting from competitors like Walmart to Dollar General, while consumers with annual incomes of $45,000 or less are buying fewer items per purchase. Macy's CEO Tony Spring indicates that, facing cautious consumers, Macy is increasing investment in stores, expanding staff numbers, and optimizing product portfolios and supply chains.