NASHVILLE, TENN. (RFD NEWS) — Consumers are continuing to spend in early 2026, but growing financial pressure is changing how and where those dollars are being used.
New data from Prosper Insights & Analytics shows consumer confidence holding steady at 42.2 percent, nearly unchanged from last month, but broader sentiment is weakening as the Consumer Mood Index dropped sharply to 99.7. That shift reflects rising concern beneath the surface, particularly tied to higher everyday costs.
Fuel prices are playing a key role. The share of consumers noticing higher gasoline prices jumped to 43.9 percent, up more than 13 points in one month, driving immediate changes in behavior. More households report driving less and cutting back on grocery spending, while fewer say fuel costs are having no impact on their budgets.
Spending patterns are adjusting rather than collapsing. Consumers still plan to spend over the next 90 days, but more are focusing on essentials, shopping for value, and shifting toward discount retailers and memberships that offer savings and convenience.
Major purchases are mixed. Interest in vehicles and housing is improving, while travel and home improvement plans are softening compared to last year.
Consumer behavior remains active, but more selective, as households balance ongoing spending with tighter financial conditions.
Farm-Level Takeaway: Consumer spending continues, but value-focused buying is on the rise.
Tony St. James, RFD NEWS Markets Specialist
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