Nationwide Survey Finds Mixed Consumer Financial Confidence, Growing Caution for 2026

The 2025 Economic Impact Survey by Nationwide reveals a landscape of financial caution among American consumers despite a majority feeling personally financially secure.

More than half of Americans express confidence in their personal finances, yet many are curbing holiday spending and postponing major purchases and life milestones due to economic uncertainty. This shift includes reduced impulse buys, decreased luxury item purchases, and increased reliance on used goods. Rising debt levels are also noted, with 20% of Americans relying more on debt compared to the previous year, often through credit cards, personal loans, or borrowing from retirement funds.

Consumer sentiment toward the broader economy remains cautious, with 35% anticipating economic decline in 2026 fueled by concerns about inflation, global trade tensions, and stock market overvaluation. These economic worries are influencing financial priorities, with many expecting challenges in managing healthcare costs, debt repayment, retirement savings, and protecting investment portfolios.

Most consumers are navigating this uncertain environment largely without professional financial advice, as only 25% currently work with financial advisors. However, those with advisors often regard them as their most trusted financial resource. Nationwide emphasizes the value of professional guidance to help individuals maintain focus on long-term financial goals amid short-term economic pressures.

In the context of insurance, the study highlights continued preference for human interaction, with 46% seeking insurance help from agents, surpassing reliance on social media or AI tools. Over half of consumers avoid using AI for insurance inquiries, underscoring the sustained importance of trusted insurance agents to provide clarity and adaptable coverage options during uncertain economic times.

Overall, the findings reflect mixed consumer confidence, with financial resilience increasingly dependent on trusted advice and strategic adjustments. The evolving economic conditions suggest insurers and financial professionals should anticipate client concerns about affordability, debt management, and policy adequacy while supporting informed decision-making to navigate upcoming complexities in 2026.