From Tots to Retirees, Marylanders Feel Holiday Pinch

During a recent trip to the Mall in Columbia, Kristine Freund of Elkridge said that she would be making only the essential purchases this holiday season.

”I’m trying to stick within a limited budget,” Freund said. “I’m not spending frivolously like in years past.”

Nationwide, shoppers plan to spend an average of $646 for gifts this holiday season, according to the American Research Group, Inc., down 2 percent from the average spend in 2010, which was $658.

In 2001, the average amount people shelled out for the holidays was $1,052.

Even as businesses did aggressive promotions after Thanksgiving and saw better yields than last year, many Maryland consumers say they are spending more time seeking out bargains than ever before.

Lynda DeFord, 56, interviewed while shopping at the Mall in Columbia, said she won’t buy anything unless it’s on sale.

“I had coupons today for everything I bought,” DeFord said proudly.

DeFord, who is retired from the Social Security Administration, said that since she is on a fixed income, she is more vigilant about her holiday spending.

“Expenses have gone up while my income has not,” she explained. “I haven’t had a raise in two years; because of the economy, there has been no cost of living adjustment in my pension.”

Retirees are not the only ones feeling the pinch.

The Toys for Tots Foundation—which serves Baltimore City, Baltimore County, Howard County and Carroll County—has an increased need for donations this year.

According to the organization’s coordinator, Sgt. Johnny Kline, there is a demand for 75,000 toys. Last year, the organization distributed 58,000 toys.

Kline said that he has seen a number of people this year make toy requests because they have fallen on hard times. 

“There are some people who are barely making ends meet, and barely have enough money to put food on the table,” Kline said.

Those like Vicki and Benjamin Shiro—a young couple from Jessup—have stopped buying presents for their family members.

“We can’t afford to buy gifts for everyone, so we buy cards,” Benjamin Shiro said.

The Shiros, who have a 1-year-old daughter, had to move back in with their parents this year because of budget constraints.

But despite their financial struggles, the Shiros say they are still excited about the holidays.

Said Benjamin Shiro: “The holidays are about spending time with family—that’s it."