Consumer learning through Synthetic Humans: what actually moved in our latest Economic Report
If you run brand, pricing, or demand planning, you know that consumer behavior shifts faster than quarterly trackers can capture. Our latest U.S. Economic Report looks at how households are adjusting spending across essentials, discretionary categories, and big-ticket items. The report covers national and regional patterns, generational splits, and attitudinal segments, with one goal in mind: to give operators a real-time read on where demand is building, stalling, or walking away.
Five signals worth acting on
Essentials are not safe
28% plan to cut grocery spend in the next 6 months, and 30% are trading down to cheaper or generic options. The cutback is led by Millennials in the Midwest. This is as much about values and budgeting as it is about income pressure.
Category exit risk is real
A meaningful share is walking away from entire categories: luxury (30%), furniture (17%), electronics (13%), home appliances (12%). The exits are concentrated among Gen Z in the Northeast and West. Think of this as churn, not a blip.
Delay is the new coupon
To manage uncertainty, consumers are postponing big-ticket purchases: furniture (22%), electronics (21%), appliances (20%). This behavior is strongest in the Northeast and among older cohorts. In this climate, deal timing and guarantees matter more than the discount headline.
Growth hiding in plain sight
Two sizable segments are still spending into the headwind: Tactical Buyers (20.1%) and Preemptive Spenders (11%). These groups accelerate when others hesitate. Find them, then reward decisiveness and reliability.
Regional flip to stockpiling
In rural, ag-heavy clusters such as central Nebraska, northeast Kansas, eastern South Dakota, and north-central Iowa, households shifted into preemptive buying. For essentials categories, this is an immediate geo-targeting opportunity.
What operators should do now
De-risk the delay. Extend returns, offer low-commitment trials, and use price guarantees so "waiters" keep you top of list.
Make trading down feel smart. Launch or spotlight value tiers and frame them as optimization, not compromise.
Win back dropouts with meaning. Re-anchor categories in identity, milestones, or self-care to reopen the door.
Reward planners, not panic. Early access and loyalty queues beat flash urgency for younger essential shoppers.
Market calm. Lead with reliability and consistency. Pressure tactics backfire on cautious segments.
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