U.S. consumer spending and budgeting trends in 2026

Key findings:

• 34% of U.S. adults expect their finances to improve in 2026, while 28% expect them to worsen.
• A slim majority (53%) of Americans have set a budget for 2026, up from 46% in 2025.
• Among those expecting their finances to worsen, 66% plan to cut back on eating or drinking out, while 21% of those who expect their finances to improve say they plan to spend more on holidays in 2026.

As people in the U.S. continue to navigate elevated prices and economic uncertainty, the cost of living remains a central concern for many households. While inflation has eased from its peak, everyday expenses such as groceries, housing and utilities continue to shape financial decisions. Against this backdrop, new YouGov data explores how U.S. adults expect their finances to change in 2026, whether they are budgeting, and where they plan to cut back or spend more in the year ahead.

2026 economic outlook: Younger people are more optimistic about their finances

Around a third of U.S. adults (34%) expect their financial situation to be better in 2026 than in 2025, while 28% think it will be worse. A further third (33%) expect it to stay about the same.

Younger adults are more optimistic. Nearly half of those aged 18–24 (45%) and 25–34 (48%) expect their finances to improve, compared with around three in ten aged 35–44 (29%), 45–54 (30%) and 55+ (30%). Adults aged 55 and over are the most likely to expect their finances to worsen (32%). Men (36%) are slightly more likely than women (32%) to expect improvement.

2026 spending plans: A slim majority have a budget in place

Just over half of U.S. adults (53%) say they have a budget for 2026, while 38% do not. This represents an increase compared with 2025, when 46% say they had a budget and 45% did not.

Budgeting is most common among 35–44-year-olds (58%) and least common among those aged 45–54 (50%), but it’s still half the group. Around two in five adults aged 45–54 (41%) and 55+ (43%) say they do not have a budget for 2026.

What are U.S. consumers budgeting for in 2026?

Among those with a budget, the most common reason is to ensure they have enough money for essentials such as food, rent and bills (66%). This is particularly pronounced among women (70%) and those aged 25–34 (69%) and 45–54 (69%).

About half (49%) say they have a budget to increase their savings in general, rising to 61% among both 18–24 and 25–34-year-olds. Nearly two in five (38%) use a budget to stop over-spending, and 35% to manage debt. Three in ten (29%) are saving for a specific goal, such as a house deposit or holiday.

Do Americans prefer spreadsheets or budgeting apps in 2026?

Manual tools such as spreadsheets are the most widely used money management tool (35%), even among 18–24s (47%) and 35–44s (41%).

Budgeting apps are used by 16% overall, but by a third (34%) of 25–34-year-olds. Bank-provided financial management services are used by 17%, while 11% use a private financial or asset manager. 

How Americans are shifting their spending habits in 2026

Financial outlook strongly shapes intentions to reduce spending. Among those who expect their finances to worsen, 66% say they will cut back on eating or drinking out, compared with 50% of those who expect their finances to improve.

Those anticipating a downturn are also more likely to plan reductions in clothing (54% vs. 30%), everyday conveniences such as coffee or taxis (48% vs. 33%), subscriptions (48% vs. 31%), events and days out (48% vs. 21%) and holidays (46% vs. 20%).

Even in more essential categories, differences are evident. A third (33%) of those expecting their finances to worsen plan to cut back on groceries, compared with 18% of those expecting improvement. Similarly, 25% of those expecting worsening finances plan to reduce wellness spending (vs. 13% of those expecting improvement), and 16% plan to cut housing or bills (vs. 10%).

Nearly a quarter (24%) of those expecting their finances to improve say they will not be cutting back in any area, double the proportion of those expecting their finances to worsen (12%).

While many are planning restraint, some consumers still expect to increase spending in selected areas. Among those who expect their finances to improve, 22% say they will spend more on groceries, compared with 34% of those who expect their finances to worsen.

Those expecting improvement are more likely to report plans to spend more on holidays (21% vs. 6%), wellness (13% vs. 6%), health and beauty (13% vs. 7%), clothing (10% vs. 7%), events and days out (10% vs. 3%) and eating out (10% vs. 7%).

Planned increases in housing or bills are similar across groups (13% among those expecting improvement and 16% among those expecting worsening finances).

A larger share of those who expect their finances to worsen (45%) say they will not be spending more in any area this year, compared with 37% of those who expect improvement.

Together, these findings highlight a consumer environment in which financial expectations are playing a central role in shaping both restraint and selective spending. For brands, understanding where audiences expect their finances to move will be key to anticipating demand across discretionary and essential categories in 2026.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between February 12-18, 2026, with a nationally representative sample of (insert sample size) 1,340 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US (18 years or older), and reflect the latest population estimates from the Census Bureau’s American Community Survey.

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