- Gen X wins the award for the highest holiday spending with an average of $782 in the USA and £425 in the U.K. - Millennials spend the second most during the holiday season with an average holiday spend of $609 in the USA and £416 in the UK. - Baby Boomers tend to spend the least during the holiday season with an average of $576 in the USA and £350 in the UK. - Today, the average consumer spends $1,226 on Holiday Gifts