Top takeaways

Consumers are contradictory – want to both save and treat themselves

When asked about using additional funds after bills are paid, consumers are first to say that they would put at least some towards savings, but they would also prefer to dine out or use that Netflix subscription. Brands have the opportunity to show that one behavior doesn’t have to exclude the other – budgets can be made to accommodate future savings and future fun.

Non-essential spending remains non-essential

When faced with a potential loss of income, non-essential spending like personal treats and the aforementioned dining out are the first pieces of a consumer’s budget that would be cut. Women are more likely, however, to be making those sacrifices, and this makes them a target audience for strategies to save for the future.

Consumers are not incredibly confident about the future of the economy

Less than a third of consumers think that the economy will remain strong in the coming year. With a presidential election coming up, unsigned trade agreements, and general cultural unrest, it’s not surprising that consumer confidence is wavering.

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