The New Affordability Mindset

Recent reported shifts suggest consumers remain willing to spend, but are increasingly price sensitive and value conscious. There was record Black Friday online spending and higher than expected sales in categories like electronics and apparel, with both discount and luxury retailers benefiting. Yet, shoppers are purchasing fewer items overall as prices rise, and they’re becoming more selective about what they buy. This raises a key question: How are consumers redefining “affordability” as they balance financial constraints with the desire to maintain their quality of life and access meaningful, premium moments? 

This webinar will explore cultural negotiation about what counts as “affordable” today and what people see as truly worth buying when every dollar matters. Our methodology looks beyond economic statistics to reveal the underlying beliefs and motivations that shape how consumers experience economic strain and make spending decisions. 

What we find is that when money feels tight and the future is uncertain, people don’t just cut their spending. Instead, they become more intentional, prioritizing products that help them preserve routines, wellbeing, and a sense of normalcy. This trend drives demand for premium-affordable products that deliver elevated quality while still aligning with tighter budget expectations. 

In this webinar, we’ll unpack these shifting behaviors and expectations — and explore what it takes to win and retain customers in today’s turbulent times.