It's the season of giving, but gas prices are demanding more money than ever from holiday travelers.
"Here [in Wisconsin] we've never seen prices this high before at this time of year," Pam Moen, spokeswoman for AAA Wisconsin, said.
Wisconsin's average gas price is currently $3.03 per gallon. The national average gas price will also be more than $3 per gallon for the first time this Christmas.
"Psychologically, it is a downer for people when you see that first number as a '3,'" Moen said.
She said crude oil is driving the price increase, thanks in part to the weakening U.S. dollar.
Ronald O'Brien was filling up his tank in Sun Prairie Thursday before his annual holiday road trip. He and his daughter Lura will spend the next 12 hours driving to his mother's house in South Dakota.
"It hurts my wallet, but it's still the family. … You still got to see the family. It's a special time of the year," O'Brien said.
He said even small jumps in the gas price have an impact in his Christmas budget.
"It goes into everything. Everything else gets cut back because you have to pay these bills," O'Brien said.
Marc Crosby was stopped at the same gas station, halfway through his ride from Illinois to Minnesota. He also said he has looked for ways to save this holiday.
"You buy more generic things; you don't go out. Everyone makes sacrifices," Crosby said.
Still, there are some things these travelers aren't willing to sacrifice.
"Family is more important. I mean, the holiday season is about family. You get to see family; the rest of the time you get to complain about it," Crosby said.
Moen said most families look at the rising pump pricing as annoyances, not gas grinches stealing everyone's Christmas.
"You don't cancel Christmas because gas is at $3 a gallon," Moen said.
But if you're a holiday traveler, you may be asking Santa Claus for a gas gift card next year.
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