Americans are becoming more selective with their spending, but some categories are still getting money even when other purchases are being squeezed.
1. Small Treats
Consumers aren’t eliminating every indulgence. Deloitte’s 2026 holiday forecast expects U.S. retail sales to grow up to 4.8%, suggesting shoppers are still making room for purchases that feel worthwhile.
2. Groceries
Food remains a priority even as shoppers hunt for value. FMI’s 2026 research found Americans are shifting more meals toward home preparation, with affordability one of the major reasons.
3. Home Improvements
Moving is difficult when housing costs are high, so some homeowners are putting money into the homes they already have. Bank of America data cited by Barron’s shows greater use of home-equity lines for renovations rather than relocations.
4. Fast Food
Americans may be eating out less, but they’re not abandoning restaurants completely. KPMG found 25% of consumers are visiting quick-service restaurants more often, as diners prioritize lower-cost options over casual and fine dining.
5. Wellness
Health spending is proving surprisingly resilient. KPMG found half of consumers identified physical fitness as a top wellness priority, while 39% named mental health and 37% healthy eating.
6. Seasonal Purchases
Shoppers are still spending when the occasion feels important. Deloitte expects holiday retail sales to reach $1.59 trillion to $1.61 trillion in 2026, despite continued pressure on household budgets.
7. Value Brands
One of the biggest shifts isn’t what Americans buy, but where they buy it. Coresight’s September 2026 research describes a new wave of value-seeking shopping, with consumers increasingly favoring retailers and categories that deliver more for the money.
