put it on santa's amex
San Antonio suburb lands on list of biggest holiday spenders in U.S.
It looks like Santa Claus is going to be competing with residents in New Braunfels to see who brings the most lavish holiday gifts this year.
Residents in this festive San Antonio suburb are expected to spend $1,218 on their Christmas gifts this year, ranking No. 286 in WalletHub's annual report on U.S. cities with the biggest holiday budgets in 2024.
That's up $110 from the $1,108 they were ready to shell out in the 2023 ranking — and it bumped them up 14 spots from their previous ranking at No. 300.
The U.S. Census Bureau says that New Braunfels' estimated population of 110,958 had a median household income of $85,827 in 2023. No wonder they have the extra cash to spare.
New Braunfels is certainly outshining San Antonio, which landed at No. 452 this year with an average holiday budget of $884. You gotta spend to stay on top.
The No. 1 city in the U.S. for biggest holiday spenders in 2024 is Newton, Massachusetts, a wealthy suburb right outside of Boston, where the median income measured in 2022 was $176,373. Slots 2 through 5 were all cities in California's Silicon Valley: Sunnyvale, Palo Alto, Mountain View, and Milpitas.
Each year, WalletHub calculates the maximum holiday budget for over 550 U.S. cities "to help consumers avoid post-holiday regret," the website says. The study factors in income, age of the population, and other financial indicators such as debt-to-income ratio, monthly-income-to monthly-expenses ratio, and savings-to-monthly-expenses ratio.
Whether a San Antonian's holiday budget is under $200 or more than $1,000, it's better to prioritize remaining within that budget instead of racking up the credit card bill, according to WalletHub analyst Chip Lupo.
"There are plenty of ways to enjoy the holidays and show you care without spending much money, like hosting potlucks or giving handmade gifts," said Lupo.
Other Texas cities that made it into the top 100 are:
- No. 7 – Flower Mound ($3,541)
- No. 11 – Frisco ($3,412)
- No. 13 – The Woodlands ($3,395)
- No. 15 – Sugar Land ($3,214)
- No. 18 – Allen ($3,070)
- No. 23 – Cedar Park ($2,930)
- No. 25 – League City ($2,897)
- No. 32 – Plano ($2,658)
- No. 39 – Round Rock ($2,538)
- No. 45 – North Richland Hills ($2,484)
- No. 52 – McKinney ($2,386)
- No. 60 – Pearland ($2,223)
- No. 76 – Richardson ($1,980)
- No. 81 – Carrollton ($1,932)
- No. 87 – Austin ($1,905)
- No. 92 – Lewisville ($1,848)