Changing priorities rewrite the rules for US spending

U.S. shoppers enter 2026 with caution and confidence

American consumers will enter 2026 in a more stable position, but with noticeably tempered confidence. A recent analysis shows around mid-2025, 42% of consumers say their financial situation has stabilized, while just 17% reports ongoing financial insecurity, down 13 percentage points from a year earlier.

Even so, optimism remains measured. The Consumer Confidence Index fell to 89.1 in December, as concerns about prices, jobs and the broader economy weigh on sentiment. Average hourly wages rose to about $36.53, based on data from the U.S. Bureau of Labor Statistics, but higher costs for food, housing and everyday essentials continue to squeeze household budgets.

The result is a consumer who feels steadier, but far from carefree. Many households are saving more aggressively, prioritizing debt repayment and seeking financial insurance through side income or more disciplined budgeting. Rather than spending freely, Americans are spending deliberately.

A new definition of value heads into the new year

As shoppers adjust to a post-inflation economy that still feels uncertain, restraint has become a defining feature of consumer behavior. Nearly 35% of shoppers say the past few years taught them that less is more, a lesson now shaping how households spend, save and celebrate.

That shift shows up in everyday decisions, from what people cook to how they exercise. Recipe developer Casey Rooney of Get On My Plate says readers are asking for simpler, more affordable meals that feel familiar rather than elaborate.

“More than ever, readers are craving simplicity,” Rooney says. “Skip the extra ingredients and just give them five or six. Semi-homemade dishes using canned soup or frozen vegetables are very popular, and nostalgic, throwback recipes like pot roast and goulash are on the rise. People want easy, comforting food that feels approachable and affordable.”

The same pattern appears in fitness and wellness. Shelby Stover, founder of Fit as a Mama Bear, says her audience is moving away from costly programs and trend-driven routines. “My audience is asking for fewer extras and more practical fitness solutions like short home workouts with minimal gear,” Stover explains. “I’ve adapted by emphasizing simple, repeatable routines that replace the gym altogether.”

Together, those shifts point to a broader cultural reset. Consumers are not disengaging from spending. They are narrowing their focus and choosing options that feel sustainable, useful and realistic.

The rise of the intentional shopper

Today’s consumer is not just cutting costs, but actively managing how and where money is spent. More than 3 in 10 shoppers report switching to lower-priced brands, with similar shares stocking up during promotions, choosing private-label products or buying whichever option is on sale.

These behaviors point to a deeper shift in mindset. Shoppers are building systems to control spending. They track basket totals, compare prices across retailers and rely on loyalty programs to stretch household budgets. Forty-five percent of consumers now prepare shopping lists before heading to stores, and 37% compare prices between brands before deciding what to buy, often planning simple, familiar meals such as a Bisquick quiche recipe that relies on pantry staples rather than impulse purchases.

Value is no longer defined solely by price. Trust, consistency and reliability now carry significant weight. Nearly two-thirds of consumers say trusting the brand they buy is vital, while 97% say trust matters at least somewhat. For many Americans, spending less feels less important than spending wisely.

Smart spending habits that stick

The start of a new year often brings budget resets, new financial goals and a natural re-evaluation of spending habits, making early 2026 a pivotal moment for households reassessing what worked and what did not. Coming off the holiday season, many families feel the pinch of elevated costs, lingering credit card balances and higher everyday expenses, sharpening their focus on smarter decisions.

As households head into 2026, the smartest move is to use what last year revealed and plan with intention. Start by setting clear guardrails, such as weekly food budgets or spending limits, and decide ahead of time where there is room to bend and where there is not. Reframing convenience can also help stretch dollars further. Lean on affordable copycat recipes like Chili’s baked potato soup over eating out, frozen produce, store-brand staples and multipurpose ingredients that save time without quietly driving up costs.

Most importantly, practice spending with purpose rather than impulse. Build in a pause before purchases, ask whether something fills a real need and prioritize essentials or shared experiences over excess. This approach is not about cutting joy or living with less; it is about spending with confidence. In 2026, the most resilient households are not those spending the least, but those spending with clarity, purpose and control.

A quieter, more intentional spending reset

The shift underway is less about pulling back and more about recalibrating. Households are responding to higher costs and lingering uncertainty by focusing on what delivers real value, whether that is essentials, trusted brands or experiences that feel worth the spend. In a landscape shaped by restraint, intentional spending has become a form of stability, helping families regain control of their finances without losing the moments that matter most.