US online adults continue to be value conscious in 2025. They’re focused on essentials: 46% expect to spend more on groceries in summer 2025 compared to the first five months of the year. More Gen Z online adults expect to spend more across all categories relative to the national average, whereas more Baby Boomers expect to spend less — particularly in areas such as domestic travel and consumer tech. Overall, discretionary spending growth remains slow, as 41% of US online adults plan to spend less on foreign travel, large household appliances (40%), and furniture and furnishings (39%). Weak housing market activity and high interest rates could limit sales of big-ticket items.