How and why the average consumer is changing their spending habits in 2025

In 2025, economic uncertainty – from inflation to tariffs – is hitting home for consumers. While experts debate the causes, everyday people are changing how they spend. We surveyed 600 consumers to uncover how financial stress is reshaping behavior – from brand switching to delayed purchases – and what it means for those still trying to sell in a shaky market.

Inflation, tariffs, cooling markets. It's a strange time for the US economy. And consumer purchasing behaviors are changing.

Economists argue about macro impacts, but that’s not what real people care about. Real people are noticing something else: their grocery bill is up $40 this week.

We surveyed 600 consumers to figure out how they feel about the current economic landscape. What we found is that everyone is feeling some degree of financial stress; many are switching brands, while others are delaying big purchases.

In this report, we outline exactly what the average consumer thinks about their financial future and how this sentiment is impacting real behavior.

Report Summary:

People feel uncertain about their financial futures right now. Tariffs were raised, then quickly lowered. And no one can predict what comes next.

If you’re selling to consumers, you need to know: Who’s hesitating? Who’s coping? Who’s still spending?

The answers aren’t always intuitive. In this report, we'll cover

Budgeting today means tradeoffs, not just cutting back.
74% of consumers say inflation is affecting their daily spending—not just big-picture budgeting. Many are swapping preferred brands for generics, prioritizing essentials, and seeking daily cost-savings just to stay afloat.
Spending is shifting – and so is brand loyalty.
Nearly 70% have switched brands or product types to cut costs, often out of necessity rather than choice. Store brands, cheaper alternatives, and bulk-buying strategies are taking the lead across categories.
Cautious optimism is real – but fragile.
While 46% feel “somewhat confident” about their financial future, almost 30% still feel insecure. High-income shoppers are delaying purchases just as often as low-income groups—electronics, vacations, and even cars are on hold.
Practical takeaways for marketers in every sector.
From CPG to retail to financial services, the insights show how brands can respond—think flexible payment models, value-driven product mixes, and price-sensitive innovation to meet consumers where they are.

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