Consumer Spending Tightens as Affordability Crunch Deepens — Resonate Networks, Inc.

Event summary

72% of Americans now rate the US economy as poor or fair, up from 69% earlier in 2026.
47% of consumers plan to skip Father's Day shopping entirely, reflecting broader discretionary spending cuts.
18.1% of consumers intend to spend more on travel this summer despite economic uncertainty.
31.2% of consumers have returned to couponing as a cost-saving measure.

The big picture

Resonate's Summer 2026 Consumer Trends Report highlights a significant shift in consumer behavior driven by affordability concerns, geopolitical uncertainty, and rising fuel prices. The data suggests that while overall spending is tightening, strategic opportunities remain for brands that can predict and target the most resilient spenders. This trend underscores the growing importance of predictive consumer intelligence in an increasingly volatile economic landscape.

What we're watching

Spending Prioritization: How brands will adapt to shifting consumer priorities, particularly around travel and major purchases.
Predictive Intelligence: Whether Resonate's predictive consumer intelligence can help brands effectively target remaining spenders.
Promotional Strategies: The pace at which retailers adopt targeted discounts and couponing to capture cautious consumers.