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Late Fall 2025 Signals & Shifts Consumer Survey Report: Spending, Savings, & Sentiment in Focus
November 21, 2025 | 4 min read
PMG
PMG is a global independent marketing services and technology company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG brings together business strategy and transformation, creative, media, and insights, all powered by our proprietary marketing operating system, Alli. With offices in New York, London, Dallas & Fort Worth, Austin, Atlanta, Boston, Brighton, Costa Rica, and Cleveland, our team is made up of 1,000 employees globally, and our work for brands like Apple, CKE Restaurants, Dropbox, Experian, Intuit, Kimberly-Clark, Kohler, Sephora, Travelex, and Whole Foods has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year.
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.
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 wellbeing.
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.