Something’s shifted in the mindset of U.S. consumers. Economic signals remain mixed, and while personal spending has slowed, consumer confidence is rising. It’s a paradox that reflects more than just uncertainty. It may point to something more rational: caution.
In April, personal spending rose by just 0.2%, while the savings rate climbed to 4.9% — the highest in nearly a year. At the same time, consumer sentiment rose slightly, according to the University of Michigan, and the Conference Board’s index jumped to 98, up sharply from the previous month. These aren’t signs of panic. Instead, they suggest people are pausing, taking stock, and making smarter financial choices.
That caution is understandable. Mortgage rates are nearing 7%, household debt hit $18.2 trillion, and the U.S. credit rating was recently downgraded from AAA to Aa1 by Moody’s. Add in global instability, from ongoing conflicts in Ukraine and Gaza to political friction around Trump-era tariffs, and you get a consumer who’s not scared, but selective.
Consumer Behavior Is Shifting — Not Collapsing
There’s no question that spending has slowed. Retail sales rose just 0.1% in April, and GDP growth dipped 0.3% in Q1. But this pullback isn’t widespread retreat — it’s targeted. People are cutting back on discretionary purchases while still prioritizing value and essentials.
That shift is visible at the register. Costco is seeing strong performance, especially from key staples like eggs, butter, and olive oil. In contrast, luxury sales at companies like LVMH have softened, with the firm reporting a 3% drop in U.S. organic revenue in Q1. Meanwhile, Americans are still spending on affordable entertainment, like Netflix, even as movie theater attendance is down 11% for the year.
On bigger purchases, like cars, many are acting before potential tariff hikes raise prices. Tesla is the outlier here, but overall, auto sales remained strong through April and May. Home sales, however, have dropped, pressured by rising interest rates and affordability concerns.
Policy Uncertainty Is Fueling Consumer Caution
Part of the hesitation comes from the Federal Reserve’s wait-and-see stance. Interest rates remain in the 4.25% to 4.5% range, with the Fed signaling it will need more data before considering cuts. That’s a notable change from previous decades. In the 1970s, the Fed moved quickly to lower rates as inflation eased. But in the 1980s, delayed action led to painful hikes — with the federal funds rate peaking near 20% in 1980–81 under Paul Volcker, pushing borrowing costs to extremes.
Today, the Fed is deliberately avoiding that mistake, choosing patience over panic. As Bill Merz of U.S. Bank put it, the Fed is focused on a “glass-half-full” outlook, balancing slowing growth against moderating inflation.
At the same time, tariff policy is in flux. A recent ruling struck down many of Trump’s tariffs, but legal appeals have temporarily reinstated them. A final outcome is expected later this month. In the meantime, mixed messages from the White House and trade officials are doing little to reassure businesses or households.
Americans Are Thinking Ahead
According to a recent McKinsey survey, 60% of consumers say they have either adjusted their spending habits or plan to, due to tariff headlines — even though many of those tariffs haven’t affected shelf prices yet. Lower-income households, in particular, are switching to cheaper brands and avoiding unnecessary spending.
This doesn’t mean consumers are panicked. It means they’re paying attention. They’re prioritizing needs over wants, managing risk, and staying flexible in an environment full of contradictions.
Personal spending is down, but confidence is up. That’s not confusion — that’s strategy.
