After the inflationary upsurge of recent months, it seems that American consumer spending is picking up again. According to Attest, a polling firm, households are once again spending their money and indulging themselves.
The data for this study comes from a national survey of 2,000 Americans conducted on the Attest platform in November 2023.
Overall, nearly 71% of Americans have a positive vision of the future (7% more than in 2022). This sentiment is predominantly shared by young people between the ages of 25 and 34.
According to the polling agency, this should lead to an increase in spending in the coming months.
In line with this, respondents explain that they no longer need brands to adopt a reassuring posture and communicate about the cost of living. Instead, they want manufacturers to match their cheerful mood by designing fun campaigns. 59% of respondents want ads with a humorous tone. “However, it should be noted that women are more interested in being reassured by brands than men (38.9% vs. 31.1%),” Attest adds.
Cicadas and ants
With an optimistic outlook on the future, consumers are beginning to loosen their purse strings.
Compared to last year, the number of Americans who say they are cautious has fallen by 5.6%. This trend is particularly noticeable among young people aged 18 to 24. Their elders, meanwhile, remain wary and think twice before buying anything.
