DENVER, CO (August 27, 2026) — Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2026 Consumer & Economy Survey, which shows Americans are not retreating from spending due to economic uncertainty. Still, they are being more intentional about it: 93% of respondents report actively using at least one cost-saving behavior, illustrating that managing household finances has become routine rather than temporary.
The survey reveals a consumer who is neither panicking nor overspending, but adapting to a shifting economic environment. With inflation, rising household expenses, and broader uncertainty continuing to shape financial decisions, Americans are scrutinizing purchases more carefully, delaying discretionary spending and raising the bar for what they consider worthwhile.
The data also points to a key takeaway for brands: those that acknowledge consumers’ financial realities while helping them make smarter purchasing decisions will be best positioned to strengthen trust, increase consideration, and build lasting customer relationships.
“Everything starts with the consumer’s financial mindset. Before marketers can understand purchasing behavior, they need to understand how households perceive their own financial stability,” said Murry Woronoff, Director of Research at Adtaxi. “Our survey found consumers aren’t withdrawing from the marketplace—they’re adopting practical habits that help preserve purchasing power.”
Findings from the survey include:
- Value has become more sophisticated than simply “low price”: 47% of respondents selected high quality for the price as one of the most important characteristics of a good value—outperforming lower price alone.
- Essential spending will continue to rise while discretionary purchases become more selective: Over half of respondents expect their essential household spending to increase, while discretionary spending is far more likely to decline; this will reshape purchase priorities across nearly every consumer category.
- Expense Management is Nearly Universal: Nearly half (49%) are comparing prices more often, followed by eating at home (42%), switching to lower-cost brands (40%), and buying fewer discretionary items (39%). Another 34% are waiting for sales, while 28% are using coupons or cash-back offers and 28% are delaying major purchases.
- Economic confidence continues to wane: While 28% say their finances took a turn for the better, 38% say things have gotten worse.
- Big-ticket purchases are delayed or cancelled: Vacations and dining out top the list of purchases to be delayed or cancelled, with about 33% of consumers for each putting those to the back burner.
- Search has become the first stop in the buying journey: Over one-third of consumers (36%) say they use search and AI as their preferred tool for planned shopping and comparing prices, outperforming social media, retailer websites, and streaming television advertising.
- Brands earn trust by solving problems, not taking sides: Consumers overwhelmingly want brands to focus on delivering value and customer experience rather than engaging in political conversations. 42% of respondents prefer brands to remain neutral and focus on product/services in their messaging.
Together, the findings point to a clear shift in how Americans approach spending and evaluate brands. Cost-saving has become mainstream, search remains central to purchase decisions, and consumers increasingly expect brands to deliver practical value, authenticity, and neutrality.
For marketers, the opportunity is clear. Organizations that understand consumers’ financial mindset—and respond with transparency, economic empathy, and tangible value—will be best positioned to strengthen relationships and drive growth in an increasingly competitive marketplace.
To access the full report, click HERE. Additional Adtaxi reports are available in the Marketing Research section of their website HERE.
