In fact, MarketWatch reports: “According to the Survey of Affluence and Wealth from Time Inc. and YouGov, while per household spending on holiday gifts will likely rise by 10% this year, total spending on gifts will increase by only 8.7% — and that’s because roughly two million households have dropped out of holiday gift spending altogether. That means in 2014, nearly 9% of American families will not participate in holiday gift-giving.”