US consumer spending insights for strategic decision-makers

Who’s resilient, who’s exposed, and where US consumer demand holds up

The US consumer entered 2026 in a stronger position than many other advanced economies, supported by a relatively stable labor market and recovering real wages. But that strength is not shared equally across households.

Baringa’s Consumer Spending Model analyzes approximately 130 million US households to show how spending changes across income groups, household types, regions, and product categories under four macroeconomic scenarios.

The report helps businesses answer practical questions:

• Which customers are still spending?
• Which categories are most likely to slow first?
• How exposed are different consumer groups to higher gasoline, housing, and utility costs?
• Where is demand strongest by geography?
• How should retailers and consumer products companies adjust plans if conditions worsen?