While household spending on gifts this holiday season is expected to increase, the number of households that don’t exchange gifts at all is also expected to rise. Nearly 1 in 10 households are taking gifts out of their holiday celebration, at least among the adults.  While some families cite trying save money as the main motivation, others use this as an opportunity to take a stand against the commercialism and materialism of the season.

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What impact, if any, does this subset of Americans have on your brand? #MarsTalk