Signals & Shifts Fall 2025: Spending Is Holding, Even as Caution Persists

As 2025 draws to a close, consumers are redefining what confidence looks like in an era of prolonged cost pressures. PMG’s latest research report, Signals & Shifts: Spending, Savings & Sentiment in Focus, explores how Americans and Britons are adapting their financial habits, rethinking priorities, and reshaping expectations for brands as they head into 2026.

The findings reveal a consumer mindset that’s strategic and value-driven, with transparency and trust now mattering more than ever.

What You’ll Learn

• Cautious Optimism Marked By A Global Divide: U.S. sentiment toward the economy improved from -10% to -2%, while the U.K. dropped sharply to -32%, underscoring how inflation, wages, and confidence are diverging across markets.

• A Shift Toward Financial Resilience: Despite rising costs, personal financial stability increased in both markets, and consumers are tightening budgets while prioritizing savings, family, and well-being.

• Trust, Transparency, & Fair Pricing: Eight in ten consumers want brands to acknowledge economic realities, and fair pricing is now the leading driver of brand loyalty.

• Holiday Mindset 2025: Shoppers are deal-hunting, waiting for standout promotions, and planning purchases around Black Friday and Cyber Monday—proof that optimism and value now go hand in hand.

In a market where every purchase is more intentional, PMG’s Signals & Shifts research shows that brands must earn loyalty through price, clarity, and agility.

Download the report to learn more.