In recent years, especially during times of economic uncertainty, many Americans have changed the way they think about and use money. Instead of spending to show off or buy the latest trends, people—especially Millennials and Gen Z—are making smarter and more thoughtful choices with their cash. Even though many feel worried about things like rising living costs and unstable jobs, they're not completely cutting back on spending. Instead, they're focusing on getting value for their money and making purchases that align with their goals and long-term financial security. This new trend, known as "conscious spending," shows that people are learning how to deal with tough financial times by being more careful and intentional with their money.

In October 2025, consumer confidence in the U.S. economy dropped to one of its lowest points since 1952. This decline reflects growing public concern over high inflation, slow wage growth, and fewer promising job opportunities. According to a survey by the University of Michigan, people are feeling more uncertain about their personal finances and the country’s economic future. Rising prices on everyday necessities, like food and gas, as well as on larger items like appliances or cars, are making it harder for many families to stay financially stable. A recent government shutdown has only made Americans more worried about what’s ahead, even though most people haven't yet changed their spending habits significantly.