- More than half of US consumers look for savings on fuel but protect indulgence spending as they seek moments of joy and escapism, new research reveals
- Hall & Partners urges brands that want to survive and flourish to tap into the ‘spend on happiness’ mindset as the value battle moves beyond price
CHICAGO, ILLINOIS — June 26, 2026 — Despite rising energy costs due to the ongoing geopolitical crisis in the Middle East, it would be a mistake for brands to assume that consumers are looking to constrain all spending. As inflation continues to squeeze household budgets, consumers are becoming more selective about where they cut back. New research from Hall & Partners, the brand research agency that has spent more than 30 years helping global brands navigate changing economic and consumer demand cycles, reveals that rather than focusing solely on price, shoppers are prioritizing overall value. While they're looking to save on everyday essentials, they're also protecting spend on trusted brands and affordable treats that provide moments of joy, comfort and escapism in an increasingly uncertain world. Fewer shoppers are seeking savings when it comes to experiences and purchases that provide moments of joy and fun – such as holidays, hobbies, fashion and TV subscriptions.
Brand quality and value matter
Americans are most concerned about the rising cost of fuel (56%) and groceries (47%). Yet while more than half (57%) claim they will switch from their usual brands to cheaper alternatives if prices rise further, one in four consumers (25%) will switch some of their usual brands to cheaper alternatives but keep buying their favourite ones. One in three consumers (31%) will look for less costly fuel purchases. Entertainment and escape are protected expenses, the research suggests, with just one in five (21%) of consumers looking for savings on TV and subscriptions, hobbies (21%) and holidays (20%). One in three consumers claim they are less likely to cut back on brands where the quality is better than alternatives (33%) or if it still provides good value despite the price increase (34%).
Matt Vicenzi, a Senior Vice President at Hall & Partners, who has spent more than two decades delivering consumer and brand insights to the world’s largest brands, says: “As we might expect, people need to find ways to cut spending, but they are protecting indulgent treats and luxuries that create moments of joy and escape from the worry of the world. This research is a reminder for marketers, value is about more than just price; it's driven by quality and experience. Brands, now more than ever, must dial up the emotional relevance in their campaigns, whether that’s by highlighting the joy to be obtained by purchasing a small luxury indulgence or finding fun at this year’s World Cup and other festivals and events around the states. Brands that balance emotional relevance with rational value are more likely to be this year’s winners with consumers.
Methodology
Hall & Partners surveyed a representative sample of 1000 US consumers in June 2026.
Media Contact
Marcus Edgar (marcus@eurekacomms.co.uk)
About Hall & Partners
Hall & Partners is a global insight agency built on a simple belief: understanding people is what makes brands grow. We began in advertising. That background still shapes how we think. We look for the moments where perception shifts – where someone sees a brand differently, or chooses it over another. Then we help organizations act on that understanding. For over 30 years, we have worked with brands and agencies to influence opinion and behavior. Not by reporting what happened, but by explaining why it happened and what to do next. Our work is designed to keep moving, because brands are never finished. Hall & Partners is part of the Escalent Group, alongside Escalent and C Space. Together, we help organizations make clearer decisions about brand, communications, and growth. www.hallandpartners.com