Even when budgets are tighter, Americans are still protecting spending that creates a memory rather than another possession.
1. Live Entertainment
KPMG’s 2026 Consumer Pulse found that 60% of Americans planned to take a summer trip, despite an expected 7% reduction in overall travel spending. Experiences are increasingly being treated as a priority rather than an optional splurge. Live concerts, sporting events and immersive entertainment can command premium prices because the experience cannot be replicated at home.
2. Wellness Experiences
Wellness spending is expanding beyond products into services and experiences. KPMG found younger consumers prioritizing mental wellness, while older consumers put more emphasis on physical fitness. That is helping drive demand for activities such as fitness classes, retreats and other wellness-focused experiences.
3. Hands-On Classes
Cooking, pottery, crafts and other classes offer something a physical purchase cannot: an activity that can become a memory and a new skill.
4. Special Dining
Consumers are increasingly looking for food experiences that feel distinctive, whether that’s a chef-led dinner, tasting event or destination restaurant.
5. Short Getaways
Travel remains surprisingly resilient. KPMG found that consumers planned to reduce overall travel spending, but experiences remained close to essential for many households. Short trips can provide that escape without the cost of a major vacation.
6. Experiences Shared With Others
The common thread is social connection. Instead of spending exclusively on things that sit at home, consumers are increasingly directing discretionary money toward experiences that can be remembered and shared.
