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By ProductEMARKETER PRO+EM Advisory AI Visibility Index

By Use CaseDetermine Market Sizing Develop Strategies Allocate Budget Benchmark Performance Win New Business Develop Go-to-Market Strategy Stay Informed Thought Leadership

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Boost your brand and generate demand with media programs.

Learning Center

Browse recent toolkits and resources curated by the EMARKETER team.

Register for an upcoming webinar and track which industry events our analysts attend.

Listen to our podcast, Behind the Numbers for the latest news and insights.

Learn more about our mission and how EMARKETER came to be.

Key decision-makers share why they find EMARKETER so critical.

Take a look into our corporate culture and view our open roles.

Our Methodology

Rigorous proprietary data vetting strips biases and produces superior insights.

See our latest press releases, news articles or download our press kit.

Speak to a member of our team to learn more about EMARKETER.

Explore plans and subscriptions.

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December 22, 2025

Spending Categories US Adults Plan to Cut Back on in 2026, by Generation, Dec 2025, (% of responses each group)

Featured In

LongHorn Steakhouse leans into value to drive cost-conscious consumers into its restaurants How 2 fast-growing apparel retailers are sustaining momentum in a difficult consumer environment McDonald’s blends value, protein, and beverage innovation to boost traffic

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Spending Categories US Adults Plan to Cut Back on in 2026, by Generation, Dec 2025, (% of responses each group)

Publication Date

December 22, 2025

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Featured In

LongHorn Steakhouse leans into value to drive cost-conscious consumers into its restaurants How 2 fast-growing apparel retailers are sustaining momentum in a difficult consumer environment McDonald’s blends value, protein, and beverage innovation to boost traffic

Topics

In-Store Shoppers & Buyers Digital Shoppers & Buyers Generation X Generation Z Millennials Baby Boomers United States

Spending Categories US Adults Plan to Cut Back on in 2026, by Generation, Dec 2025, (% of responses each group) | EMARKETER