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1. Roughly one-third of Americans 45 and over have adjusted their financial planning amid concerns about Social Security.
Amid fluctuating tariffs, shifting government policies, and cuts to federal spending, a sense of uncertainty continues to weigh heavily on U.S. consumers. One area of growing concern is Social Security. Despite assurances from President Trump to protect the program, widespread staffing reductions and administrative changes to the program are fueling doubts among Americans about the future of their benefits, and it’s already shaping consumer behavior.
CivicScience data show that more than 3 in 10 U.S. adults aged 45 and older have changed their financial planning due to uncertainty surrounding Social Security. Consumers in urban and suburban areas are significantly more likely than those in rural communities to report adjusting their savings or retirement strategies.
Weigh In: Do you feel secure about your Social Security?
2. Private label brands gain ground amid a pessimistic consumer outlook on debt and savings.
CivicScience explored consumer comfort levels with taking on debt, but what exactly is their expectation on their debt outlook? So far this month, new data show one in four U.S. adults report they expect to have more debt six months from now, up from 19% in April 2024. At the same time, the share of people who anticipate having less money saved has climbed from 21% to 27% year-over-year.
This ongoing shift in financial outlook appears to be affecting shopping behavior. Thirty-seven percent of respondents say they are purchasing store-brand items instead of name-brand items more often than they were this time last year. Among those bracing for more debt and less savings, that figure unsurprisingly jumps to 57%. Additionally, compared to last year, consumers are increasingly opting for private-label alternatives across categories like electronics accessories, personal care, groceries, and home cleaning products.
Take our Poll: To what extent do you typically shop for private label brands instead of brand name products?
3. Nearly two in five weekly video game players would delay their gaming purchases if console or game prices increased.
Nintendo unveiled its next-gen console—the Switch 2—earlier this month, but the price tag on several upcoming games has sparked some online backlash. The higher costs aren’t surprising: CivicScience data show that even gamers optimistic about the economy largely expect prices to rise over the next year. Additionally, if game and console prices keep climbing, frequent gamers say they’ll likely hold off on purchases until prices drop or items go on sale, while casual gamers are more inclined to buy fewer games or skip new consoles altogether. With electronics tariffs on the horizon, this could make for a troubling sign for the gaming industry.
Use this Data: CivicScience clients leverage real-time data like this to monitor and stay ahead of any potential risks that might impact customer growth and retention.
