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The diverging American consumer, heading into summer 2026 — from a 300-person May survey, plus a 1,000-person low-income comparison study fielded October 2025. 59% of consumers are dipping into savings to cover everyday expenses, and gas has surged into a nearly equal pain point to groceries. The squeeze isn't even: middle-income households are drawing down savings faster than lower-income ones and carrying the highest debt of any group, while 37% of Americans aren't going anywhere this summer.

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What's inside

• The Diverging Consumer — financial health by income tier, and the middle-income squeeze most coverage misses

• The Generational Reality — how age cuts through the data differently than income does

• Spending in Practice — beauty, fashion, food & beverage, travel, entertainment, home, and technology

• Where the Money Is — seven moves brands can make this summer

A few findings from the report

• 59% of consumers are dipping into savings to cover everyday expenses

• Gas pain jumped 17 points among lower-income households since October, nearly closing the gap with grocery pain

• Middle-income households draw down savings at a higher rate than low-income households and carry the highest debt of any group

• 37% of Americans have no summer travel planned

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Methodology: Fielded online May 5, 2026, among a national sample of 300 U.S. adults. Low-income comparison data draws on a separate 1,000-person study fielded October 2025. Full methodology and cohort definitions in the report.