Inflation has consumers focusing on priorities
There’s a lot of wallet-watching these days.
As Americans continue to navigate inflation, 76 percent report cutting back on spending, up from 67 percent in 2024, according to the second annual Wells Fargo Money Study.
The majority of Americans also say they are making tough financial choices to navigate their lives, including delaying plans with hefty price tags such as travel, homeownership, education, marriage and retirement.
“There is a clear social narrative surrounding the question: ‘Do I, and will I, have enough?’ The fact that these questions are being asked is positive because we know the earlier people focus on their money behaviors, the more time they have to course-correct to achieve their goals,” said Michael Liersch, head of advice and planning at Wells Fargo.
An overwhelming 90 percent of those surveyed responded that they feel “sticker shock” in one or more areas of common spending, including eating out, attending a concert, buying a bottle of water, or downloading a video game. And they say actual costs are between 55 percent and 200 percent higher than what they expect.
“Spending is one of the most important factors to staying on track,” said Liersch. “I would encourage people to align their spending with what matters most to them.”
Nearly all Americans (94 percent) acknowledge they want to do just that: Align money choices with their values. And 86% want to be more intentional and thoughtful about spending.
According to Liersch, people “aren’t just winging it. They’re being extraordinarily introspective as they navigate their financial priorities.”
Trying not to be judged over money
Money can be an emotional topic, inciting envy, anxiety, and secretiveness. While 87 percent of the survey participants say it makes no difference to them how much money another person has, 56 percent keep how much they have secret, and 32 percent of them say it’s because they’re trying to avoid people judging them.
Americans also spend time thinking about how much money other people have – and wishing they could have more themselves. Forty-seven percent responded they often feel envious of how much money other people have, 37 percent admit to obsessing about getting rich, 34 percent admire social-media millionaires, and 23 percent admit to sometimes overspending just to keep up with people around them.
People “appear comfortable with other people being authentic about their financial situation, which is encouraging,” Liersch said. “So now it’s time to overcome self-judgment and reset the frame of reference from others to one’s own personal benchmark.”
Eighty-six percent of respondents say they have a clear picture of what they want their money to do for them. And the vast majority are optimistic about how to do it—87 percent say now is a good time to save, and 65 percent say now is a good time to invest. Yet 61 percent say they need a mental reset and are being held back by such factors as difficulty changing habits, lack of financial knowledge, and other financial responsibilities.
To overcome these challenges, consumers are seeking more financial advice year over year. Last year, 24 percent said they were seeking more advice from others; this year it’s 36 percent. Looking across generations, the desire for more advice is higher among teens (54 percent), gen Z adults (61 percent), and millennials (46 percent).
At a time when many are feeling cash-strapped, learning new ways to think about and manage money can help you take control of your financial future, Liersch noted.
The full Wells Fargo report is at sites.wf.com/wfmoneystudy-2025
Source: StatePoint Media