State of the US consumer: September 2025
Consumers report feeling less financially secure but appear to be spending selectively
Article
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2-min read
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30 September 2025
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Consumer Industry Center
Key insights about US consumers from Deloitte’s ConsumerSignals
- Financial well-being slumped in August 2025, continuing the slide seen throughout the year (figure 1).
- The percentage of respondents expecting higher prices has plateaued in recent months, but levels remain above lows seen in 2024 (figure 2).
- Even as more feel financially squeezed, respondents are still making room for discretionary spending (figure 3).
- Discretionary spending sentiment continues to recover, even as spending intentions for major nondiscretionary categories including housing and groceries continue on a gradual long-term uptrend (figure 4).
BY
Stephen Rogers
United States
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