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1、Waiting on the world to changeWeighing value with valuesKearney Consumer InstituteQ2 2025The frugal consumer Reframing frugality:efficiency as the new aspirationKearney Consumer InstituteQuarterly briefing Q4 2025 2The consumer is shifting from savvy to frugal,but it is not all doom and gloomThe con

2、sumer has been thoughtful,choiceful,savvy,and resilient for a while now whats next?Despite seemingly steady spending,most consumers voice(and demonstrate)a longer-term story of stress.Adaptation has become the default mode,but consumers are exhausted and have less to give.Approaching 2026,consumers

3、are increasingly second-guessing purchases and evaluating everything from their finances to their time and energy,leading to an era of frugality,but not in the traditional sense.Frugality is not penny pinching;its a sign of recalibration.Topics covered:Holiday spending and behaviors Consumer sentime

4、nt Planning for the frugal consumer of 2026 3The holidays are poised to be a bright spot despite financial pressuresSource:Kearney Consumer Institute Q4 2025 survey and analysis14%21%65%I like to enjoy the holidays and will probably still spend as normal.I am feeling stressed and may spend less than

5、 normal.I plan to reduce my normal holiday budget a lot.Holiday spending philosophiesWhere and how fast factsChannel preference:54%prefer holiday shopping in-store versus 46%prefer online Black Friday/Cyber Monday:50%of consumers plan to shop Black Friday/Cyber Monday sales online(versus 36%in-store

6、)Tech and social:35%plan to use social media to find products and deals 22%plan to use AI to find products and deals Short term:holiday spending and behaviorsHolidays provide normalcy and nostalgia in an otherwise uncertain environment.4Gifts remain protected,but all spend is under review Spend summ