Valpak surveyed over 1,900 U.S. adults this time to unpack and better understand their spending motivations and concerns. Again, with great resolve, many are focusing on maintaining a healthy lifestyle and pursuing like-minded physical health goals (weight loss and fitness)—similar to years past—that feature prominently in survey results. An emphasis on healthy living, physical activity, healthy habits, overall self-care, and well-being seems to be top of mind once again, leaving very few questions about how far we have moved from those sickly days and are now better equipped to recognize and face any new coughs or colds that could impact American lives.
Still, inflation continues to set budget constraints, and consumers remain frustrated by stubbornly high prices and bruised bank accounts, pausing and prioritizing purchases of what they need (good insurance coverage) vs. what they really want (a new tech device). However, the desire to travel, as last year, again bucked the nationwide trend as adventure-seekers are itching to get out there, get some experiences, and see the world. Plans to improve homes and purchase new cars or maintain existing ones are also high. Despite worries about an unpredictable economy, there is a continued optimism that things will move in a positive direction and that supply chains will remain stable.
Key Findings
This year, consumers will:
- Prioritize self-care, travel and entertainment
- Reduce spending on other “unnecessary” items
- Purchase cars / home improvements as buying conditions improve
- Pay for professional help to improve overall lifestyle
- Switch service providers based on cost
- Buy what makes them feel comfortable and happy
- Travel, despite high costs and tight household budgets
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Fortunately, healthy eating, exercising and losing weight continue to remain very popular (always a great sign of the times). And yet, with enduring high prices on everything from groceries to energy bills to tickets to more big events like BLACKPINK’s “Deadline” World tour… if you could get some, a good number of respondents (3% lower than last year), 26% still want to reduce debt and save money.
This year, I want to:
Prioritizing needs above wants when buying
“Money is so tight, and almost everything is a luxury these days. Life is hard when you don’t have enough money.”
“Be able to receive fantastic coupons in the mail that actually helps people and families out in these dark, unknown days.”
Topping the list of concerns in the coming year, 1) inflation (71%), 2) healthcare (54%) and 3) insurance premiums / coverage (42%) clearly show that money and keeping it coming in to households regularly weigh heavily on a lot of folks’ minds. Thus, buying what one needs (health insurance) versus what one wants (items on Bestbuy.com) can pose a serious test in the impulse control department. It’s hard to deny that diamonds will forever be a girl’s best friend, but it’s a friend that doesn’t put dinner on the table, boost overall health, or pay the rent. Not all large purchases are frivolous or unavoidable, though (even if some of them might raise one’s blood pressure). Keeping a paid-off car running with routine maintenance is cheaper – until it isn’t. Living in a smaller home with a lower mortgage is great – until your family outgrows it. Many consumers have waited years to buy a car or home, which has been detrimental to their quality of life. They are hopeful that availability and prices will improve, with 14% of respondents intending to buy new furniture for their home (owned or rented) and 13% to buy a car.
This year, I intend to:
Boost my health & energy, and let someone else do the work
“I have delayed so many home improvement projects, especially those related to lumber. A 6′ picket fence costs $2.08 at Lowe’s! Last year, around $1.68. This is not just 2-5 cents difference.
“There is a difference in intention and having to do so, whether we want to or not. When you ask me if I intend to spend more on something than I did last year, like groceries, my answer would be no. However, if inflation and prices continue to rise, then obviously yes, but I do not ‘intend’ so. Would I love to remodel? Absolutely? But I’m not paying interest on a project that could otherwise wait. It doesn’t matter if it’s house painting, new windows, new blinds, a cosmetic procedure, or anything else.”
Traditionally, consumers often opt for do-it-for-me when it comes to auto maintenance (36%) and home improvements (23%). But there’s nothing like an uncertain economy to encourage learning new skill sets. Search YouTube, and you’ll find DIY channels and videos on how to change your oil or build a deck, or, heck, build an entire house—they have an app for that, right? It’s important to consider whether the money you save is worth the time or effort (or end product). Beyond cars and homes, consumers will be more proactive in protecting their assets in 2026, with 20% hiring professional help to manage their finances and taxes, and 12% for legal advice.
Furthermore, even though plenty of time has passed since those rough days we all want to forget, it’s no secret that people have developed a greater appreciation for good things (seeing loved ones, improving mental health)—things they were unable to have in lockdown: parties, events, gatherings, etc. And one major reality check came with the inability to move about the life cabin freely: The reminder and realization of the need to enhance one’s appearance and presentation has made a significant comeback, so why not use an experienced business to do it?
This year, I intend to use a professional service for:
There is also a healthy boost in seeking medical professionals to ensure they’re not just living a healthy lifestyle but are actually healthy, with 74% of respondents planning to visit a primary care physician, 68% a dentist, and 44% an optometrist / ophthalmologist. And, of course, among the many lifestyle changes now being adopted, some consumers plan to update their wardrobe, and others want to change their hair color and whiten their teeth. When you get right down to it, the “inside days” are officially a thing of the past, so getting back out there and enjoying everyday life like before, and not missing a second of the living that best life, well, who doesn’t want to look and dress for success when they do?
This year, I plan to pamper myself:
The itch to switch: What will convince a customer to leave?
Consumers are taking action; they are officially done with high prices (49% — that figure is 12% higher than last year!). AND poor customer service (20%). They will not hesitate to take their business elsewhere (businesses have been warned).
It is true that some providers, like banks and credit cards, are more complicated than others to move away from or switch. You trust your doctor, and she accepts your insurance; there are 2 years left on your phone plan; nobody cuts your hair as well as your local hairstylist. But when a business moves or shuts down, it’s easy for customers to switch.
When asked what type of health-related visit they plan to make above, respondents mentioned a dentist, a primary care physician, an eye doctor/specialist, or a dermatologist. In the past 30 days, 40% of U.S. adults responded to ads / coupons in their mailbox (AudienceSCAN). If not, advertising, word-of-mouth, and coupons can help them jump ship.
This year, I intend to switch:
“I know if I had coupons for the things I buy and the places I eat – I would and do use them.”
“More coupons for healthier products in general, those that are more locally sourced and from small businesses.”
“I plan to spend MORE on groceries because of inflation.”
Money and budgets are the talk and continue to be on many people’s minds, even as things are beginning to look better or seem to look better for a moment. Folks want to go out and shop—but want to do it with good deals and coupons. But what types of coupons are people MOST looking for? You guessed it! Groceries not only reclaimed the top spot with 75% of respondents, but also jumped 18% since last year’s survey! While dining/restaurants came in second at 65%, it jumped by a whopping 28% YoY. It was followed by automotive sales or service (43%), pushing clothing down a notch or two (nobody really sees what you’re wearing when you’re in the car anyway, right?).
This year, I will be looking for the following types of coupons:
Happiness and comfort come in a purchasing motion
Another strong need is (the need) to feel not only good but also to find comfort in your buying choices. At the end of the day, how you feel about a purchase, whether smart, healthy, or stylish, can make letting go of that hard-earned income that much easier. So why not kill two birds with one stone: get what you want and feel comfortable (60%) and happy (55%), or maybe, say, healthy (50%) about buying it!
This year, I want to buy things that make me feel:
Places to go, people to see, where and how long (is the question)
“We are planning a big trip either the next year or the year after, but much planning for this trip will be done.
“We are planning a trip to the Panama Canal, on my spouse’s bucket list. We are gathering with children and grandchildren at Disney World in May to celebrate multiple milestones. Then, we are going on a lengthy European cruise in the fall. Celebrating all year long being healthy enough.”
“Enjoy the outdoors more, be outside more. Fence in my yard so my dogs can run and get more exercise. Park the RV at a seasonal campground and go there more often than one day / weekend.”
When it comes to travel, U.S. consumers are willing to spend on what they want. More than half plan to take a vacation, ready to enhance their lives with amazing experiences outside, out of state, and around the world if possible. Of these vacationers, 65% plan to travel out of state (that’s 11% higher than last year!), with 44% looking to make it a family thing vacation-wise, and a whopping 43% of those thinking about hitting the beach, sands and fun. Planning those bucket-list trips takes time and resources – 12% will use a travel agent or service for help.
Which of the following is included in your travel plans?
Hear a live tune, roll the dice, clink a few glasses before going to a sporting event
With all the social and online media noise everywhere these days, combined with those seemingly never-ending 24-hour news cycles, people want good entertainment of various kinds to help heal their souls and clear their minds. And just like with travel expenses, they are willing to pay for it, with going to the movies (50%) retaking the top spot, and attending a festival (33%) or a concert (32%) being the most tried-and-true ways to relax and have fun.
This year, I plan to visit a ___ at least once:
Get the most possible out of your year with Valpak
Understanding your target audience’s priorities and desires, their needs vs. wants, and what and how much they plan to spend is imperative for planning your marketing strategy. Despite higher prices in the stores and at the pump, people still want to travel, feel good and find a good deal. But they also want a fair price and a positive customer experience.
Whether shared direct mail, postcards, or display advertising, your local Valpak rep can help your business decide which channels are best for your needs and how to reach the right audience to get what you want out of advertising.
