How consumers plan to spend differently in 2026

Consumer spending in 2026 tells a story of two economies diverging. For affluent Americans, it's a year of travel, experiences, and values-driven purchases. For middle and working-class Americans, it's a year of caution, price comparison, and trimming the fat. The economic divide that widened in 2024 and 2025 is now shaping fundamentally different consumer behavior. Understanding which segment you're in matters because it determines everything from where you shop to what you're willing to pay.

The data is stark. According to YouGov's consumer spending survey, a slim majority (53 percent) of Americans have set a budget for 2026, up from 46 percent in 2025. That 7-point increase isn't random. It reflects anxiety about the economy, concern about inflation and cost of living, and a growing awareness that discretionary spending has limits.

The cost of living remains the central concern for most households. Groceries, housing, and utilities are expensive, and they're not getting cheaper. This is where the K-shaped economy becomes visible: higher-income households can absorb these costs and still have money left over for discretionary spending. Middle and lower-income households have to choose between different survival needs.

Experiences are the new products

Here's what's interesting: spending on experiences is growing faster than spending on goods. According to PwC's summer spending analysis, travel is the biggest opportunity. Seventy-one percent of U.S. adults plan to spend the same or more on summer travel in 2026 as they did in 2025. Young people are planning multiple trips per year. Older people are prioritizing bucket-list destinations. The shift is real.

This reflects a broader psychological change. After the COVID-19 pandemic, people realized that experiences matter more than accumulating stuff. A trip to Europe creates memories and status. A new couch creates temporary satisfaction. Brands are responding by positioning themselves around experiences: restaurants creating Instagram-worthy moments, hotels offering unique stays, airlines optimizing the travel experience, not just the flight.

But here's the constraint: this trend benefits people who can afford it. Lower-income Americans are seeing their vacation spending flat or decline, not because they don't want to travel, but because they can't afford it.

The values-versus-price paradox

Consumer psychology in 2026 is contradictory. According to Escalent's consumer trends research, over 40 percent of consumers are willing to pay more for products aligned with their values, yet more than 60 percent still prioritize value and low prices in their purchasing decisions. This isn't hypocrisy. It's actual complexity. People want to support ethical brands, but they also need to eat and pay rent.