3 min read
Entering 2026: How Consumer Mindset Is Shaping Spending Decisions This Year
As 2026 begins, consumers are stepping into the year with a mindset defined by contrast. There is optimism about what’s ahead, but also caution shaped by years of economic uncertainty.
To understand how people are entering 2026 emotionally and financially, SightX conducted a nationwide consumer study. The survey was designed with the support of Ada, our AI-powered research assistant. The study explored consumer mindset, perceptions of the economy, and expected spending behavior across major categories.
What emerged is not a story of pullback, but of intentional recalibration.
Optimistic, But Not Unguarded
Optimism is the most common emotion consumers associate with the start of 2026. Yet it’s not blind optimism.
When asked to rate their confidence in managing their finances, respondents averaged 3.5 out of 5; a signal of steady, cautious confidence rather than anxiety or exuberance.
Consumers feel capable. They’re just being careful.
Personal Finances Feel Stronger Than the Economy at Large
While macroeconomic concerns remain top of mind, consumers feel more optimistic about their own financial outlooks than about the broader economy.
Nearly 1 in 2 consumers expect their personal financial situation to improve in 2026, even as many express concern about inflation and rising costs.
This gap —confidence in self, skepticism about the system— is shaping how consumers approach spending this year.
Spending Isn't Stopping. It's Being Reallocated.
Despite economic pressure, consumers are not planning to retreat.
In fact, almost half of respondents expect to spend more in 2026 than they did last year. Rising prices remain the most cited influence on spending behavior (with 67% noting ‘rising costs of living’ as a top financial concern), but they are not preventing spending altogether.
Instead, consumers are becoming more deliberate about where their money goes.
Where Spending Is Increasing, and Where It Isn't
That selectivity shows up clearly across spending categories.
- 50% of consumers plan to increase spending on savings or investments, making it the strongest growth area in the study.
- Home improvement and travel are also among the most likely categories to see increased spending.
- Subscriptions, by contrast, are one of the most common areas where consumers expect to spend less.
The pattern is consistent: dollars are moving away from passive or recurring expenses and toward areas that feel stabilizing, meaningful, or future-oriented.
"Worth It" Has a New Definition in 2026
When consumers were asked which spending category feels most “worth it” this year, the answers reveal a meaningful shift in values.
Health and wellness, travel and experiences, savings, and everyday essentials rise to the top, far ahead of traditionally indulgent categories like apparel, dining out, or beauty.
In 2026, value isn’t about splurging. It’s about well-being, security, and experiences that last.
Price Still Leads, but It's No Longer the Whole Story
Price remains the most influential factor in spending decisions. But it’s increasingly weighed alongside other considerations.
Quality ranks closely behind price, while convenience and durability also play a role. Sustainability matters to a smaller, but growing, segment of consumers.
Consumers aren’t abandoning price sensitivity, they’re balancing it against signals of quality, convenience, and longevity.
What Would Unlock More Spending? Stability.
Only a small share of consumers (9%) say they already feel completely comfortable spending more in 2026. For most, confidence hinges on fundamentals:
- Higher or more stable income (48%)
- Lower prices or reduced inflation (55%)
- Greater confidence in the economy (37%)
Incentives and promotions rank far lower by comparison. The takeaway is clear: spending confidence is driven by stability, not urgency.
Hope and Anxiety Are Coexisting
Emotionally, consumers are entering 2026 with both excitement and concern.
When asked what excites them most about the year ahead, responses skew overwhelmingly positive, centered on personal growth, family milestones, and financial progress. Yet worries about inflation, job security, and economic uncertainty remain prevalent.
Consumers aren’t frozen by uncertainty. They’re navigating it.
What This Means for Brands in 2026
The consumer story of 2026 is not about contraction. It’s about discernment.
People are spending, but only where value is clear, impact is tangible, and trust is earned. Brands that can clearly articulate why they’re worth it will win share of wallet in a year defined by thoughtful tradeoffs.
About the Study
This research was conducted using SightX, with support from Ada, SightX’s AI research assistant. Ada helped translate strategic objectives into a structured study and applied AI-powered analysis to surface deeper consumer sentiment at spee
Share this post
