For a growing number of U.S. consumers—especially millennials and Gen Z—social media has become a go-to place to pick up money advice. And why not? Trends spread fast (for better or worse) and create a sense of shared experience, as adults of all ages sort through rising costs and financial uncertainty.
All that uncertainty creates real pressure, which shows up in the way we spend, save, and seek out new income streams. Here are 11 of the money trends that shaped 2025—and some thoughts on how these habits and mindsets may influence the year ahead.
1. Revenge Spending Evolves Into “Treat Math”
In the wake of the COVID-19 pandemic, we spent a lot, and “Revenge spending” became a popular term for the reward-focused mindset. But it didn’t go away in the years to follow; it simply matured. Now, instead of splurging on vacations and luxury items, we’re embracing smaller, more frequent treats that feel justified (albeit with a little mental math). Maybe you skipped concert tickets, so you reward yourself with a nice meal, or you canceled a subscription and decide to grab a nicer coffee. It’s not necessarily reckless behavior, but those “little” rewards add up.
What to watch out for with treat math
Treat math is fine in moderation, but the more you justify, the easier it is to normalize spending that doesn’t match your long-term plans. If we carry the treat math mindset into 2026, more of us will likely need to balance our small indulgences with firmer guardrails (like weekly spending caps) to offset impulse treats.
2. The Rise of Dupe Culture
Dupe culture is a consumer trend where people hunt for cheaper alternatives to expensive products—especially in luxury fashion, home goods, and cosmetics—and share their finds online. Unlike counterfeits, dupes don’t pretend to be the real thing. They’re legitimate products that look or perform like premium versions (sometimes a little too closely) but sell at a fraction of the price.
Luxury dupes are nothing new. However, in 2025, the trend shifted from casual bargain hunting to something far more intentional. That old stigma around “knock-offs” faded and was replaced by a kind of proud, public savvy. This year, shoppers weren’t shy about skipping the name-brand version if the affordable option delivered the same results.
What the dupe culture means for 2026 and beyond
Today’s consumers are getting sharper by comparing ingredient lists and watching wear-and-tear reviews. They are checking stitching, inspecting hardware, and weighing an item’s long-term value before dropping their cash. That level of scrutiny is changing how we shop—and it’s forcing brands to work harder to earn trust. So, in the future, we’ll likely see more transparent marketing and a bigger push for brands to justify their pricing.
3. Side Hustles Stay Strong, But With Boundaries
Side hustles are still a big part of how people boost their income, but the mindset around them changed in 2025. Instead of chasing every opportunity, gig-seekers became far more selective as flexibility, fair pay, and personal enjoyment started to matter more than the extra money.
This is, in part, because the burnout era of early gig culture left a mark. Workers who once stacked multiple jobs realized the toll it took on sleep, relationships, and financial clarity. In response, many shifted to low-commitment or seasonal gigs—pet sitting, tutoring, sewing repairs, photography jobs, micro-freelancing—projects that fit into a normal life rather than take it over. Rising reports of job scams were also a factor (especially on social platforms and gig marketplaces) that made people think carefully about what they applied for.
What to expect from side hustles in 2026
For many, gigs are still essential to make ends meet, but 2026 gig-seekers will likely choose gigs that don’t just pad a paycheck but instead build skills or spark creativity. And, as platforms compete for workers, transparency and fair pay will matter more. With household budgets still tight, side income will remain part of the financial mix for the indefinite future—but not at the cost of personal time or sanity.
4. Underconsumption-Core Outpaces Excess
Underconsumption is not a new trend, but it blew up on TikTok in mid-2024. It was initially framed as an antidote to overconsumption, like a counterweight to trend-chasing and post-pandemic splurge spending. Enthusiasts on social media urged consumers to find joy in buying less and resisting the pressure to opt into trends. Then, in 2025, the underconsumption movement picked up speed as people grew increasingly tired of clutter, subscription creep, and fast-fashion waste. Instead of showing off new hauls, creators started highlighting repairs, decluttering challenges, “shop your closet” outfits, and the pride of stretching items to their full lifespan. Soon, the vibe of underconsumption core shifted from “look at what I didn’t buy” to “look at all the ways I’ve learned to use what I’ve got.”
It’s not minimalism exactly (it’s less performative and more grounded in conscious consuming), but it’s still centered around consumerism. People aren’t rejecting buying altogether; they’re rejecting the pressure to buy constantly—and some analysts are already watching to see if the pendulum eventually swings back toward bigger spending cycles, as it has in the past.
How underconsumption may influence 2026
Trends aside, budget-conscious consumers are becoming more intentional about what they bring home. Even if the pendulum swings back, people are likely to keep some of their consumption-minimizing practices. They may delay purchases, mend broken items, and buy secondhand. Or, they may opt for higher-quality pieces over fast fashion.
That said, the underconsumption trend is pushing retailers to rethink how they market. Many are opting for less hype, more durability claims, and clearer value. And as financial pressure and a need for global sustainability grow, underconsumers are emerging as a core segment that retailers and marketers will need to understand and engage thoughtfully.
5. Loud Budgeting Goes Mainstream
Loud budgeting started as a TikTok trend, but in 2025, it saw a broader cultural shift. Instead of staying mum about financial limits, people began sharing their limitations out loud: “I’m skipping dinner out—I’m saving for a trip,” or “I’m not buying that this month; it’s not in my budget.” So, what used to feel awkward became a point of pride.
For some, the appeal loud budgeting is obvious, even if it is occasionally uncomfortable. When living costs are high and money feels tight, being upfront about financial boundaries can take the pressure off social spending. It also builds a sense of solidarity and accountability—friends are more likely to adjust plans when everyone’s honest about what they can (and can’t) afford.
What it means for 2026 and beyond
Expect even more openness around money, especially among younger adults. People are beginning to normalize saying “no” to purchases, events, and subscriptions without guilt. That shift makes room for healthier financial habits and may push brands to rethink how they market—fewer fear-of-missing-out messages, more transparency around real value.
6. BNPL Loses Its Shine
Buy Now, Pay Later (BNPL) platforms still have a strong following, but their popularity waned as more shoppers encountered the downsides of delaying payment. Unfortunately, in 2025, many people learned the hard way that BNPL platforms are not the easy, breezy payment option they claim to be. For one, returns get complicated and late fees rack up fast if you miss a reminder. Plus, juggling multiple payment plans (especially across different apps) makes it hard to manage and track monthly obligations. None of this makes BNPL inherently bad—it just requires more organization than most shoppers expect.
The way we (collectively) use BNPL has changed, too. About 25% of us used the delayed payment option to purchase groceries in 2025 (up from 14% in 2024) and, according to Lending Tree, nearly one four BNPL users (23%) say they’ve had three or more active BNPL loans at one time. What’s more, our default rates are accelerating. In 2025, some 42% of BNPL users made at least one late payment (which is up from 34% in 2023).
How BNPL might change in 2026
Consumers are growing more cautious, but many still rely on BNPL for everyday needs and occasional splurges alike. So, rather than vanish, expect BNPL to evolve as more people treat it like a “bridge” to their next paycheck. At the same time, late‑payment rates are high enough that regulators and credit agencies may tighten the rules, forcing BNPL providers to shift toward clearer terms, tighter repayment controls, and possible reports to credit bureaus. For the consumer who relies on BNPL platforms to get by, that means missed payments may carry real, lasting consequences down the road.
7. Cash Gets a Small Comeback
After years of digital everything, cash is making a quiet return in day-to-day budgeting. Envelope methods, cash stuffing, and simple “20-dollar rules” help people feel more in control at the grocery store or when eating out. It’s not about ditching cards—it’s about having tactile guardrails that stop overspending.
How cash might show up in 2026
People aren’t abandoning digital tools, but they are looking for something that feels steadier. Expect more shoppers to mix cash with apps—using physical bills for categories where spending gets slippery and digital tools for everything else. Cash-based methods are becoming less about nostalgia and more about control, especially during high-inflation stretches when card spending doesn’t “feel” real. And as more creators document their own cash systems online, the practice is shifting from a niche habit to a practical reset button for anyone trying to keep their budget in check.
8. Financial Safety Becomes Non-Negotiable
Scams have grown so sophisticated that monitoring accounts is now part of everyday life. The past year was full of high-profile breaches, phishing waves, and convincing impersonation scams. So, fraud prevention has become less of a “once in a while” chore and more of a routine—like checking the door locks before bed. Slowly, our daily habits are shifting as we verify senders, use password managers, and double-check payment requests before tapping “send.”
The credit freeze also became more popular in 2025 as shifts in government agencies left some consumers uneasy about how their personal data was handled. A freeze locks down your credit reports so no one—including scammers—can open new accounts in your name. It also means you can’t open a new credit account without lifting the freeze first, which forces a pause before taking on new debt. And the process is simpler than many people expect. In just a few minutes, you can freeze or unfreeze your credit online at each major bureau (Equifax, Experian, and TransUnion), with no fees and no hassle.
How financial safety might look in 2026
Expect more consumers to bake security into their everyday money management. People are getting comfortable treating scam prevention the same way they treat other maintenance tasks—quick, regular check-ins on accounts, twice-yearly credit reviews, and staying skeptical of anything that feels rushed or emotional. As fraud attempts grow sharper, this kind of constant awareness isn’t optional anymore.
At the same time, financial institutions are putting real money behind the shift. Globally, they’re forecast to spend about US $21.1 billion on fraud detection and prevention in 2025—and that’s expected to climb to roughly US $39.1 billion by 2030.
That influx of investment will likely translate into tighter authentication systems, clearer alerts, smarter fraud-detection tools, and easier ways for consumers to spot trouble before it hits.
9. Prioritizing “Feel-Good Finances”
Put these trends together, and it’s clear that more people are choosing to make their money support and reflect who they are. For some, that might mean cutting ties with platforms that clash with their values and choosing brands with ethical or sustainable practices. For others, that means automating small charitable contributions or keeping their accounts with institutions that reinvest in local communities.
The thread running through it all: people want their spending, saving, and giving habits to line up with what matters to them—and to support a life that feels calmer and more balanced. It’s less about perfection and more about choosing financial routines, brands, and tools that reflect their values and leave them feeling better day to day. They want their money to support something they believe in, not work against the life they’re trying to build.
How feel-good finances might shape the years to come:
This values-first mindset is likely to grow as people become more intentional about how and where they spend. And, as consumers get more vocal about where their dollars go, companies will (hopefully) feel more pressure to demonstrate transparency, fair treatment of workers, and genuine community impact.
Sure, the 2025 economy wasn’t kind to most of us—but even seasoned experts are split on where things are headed. In the meantime, dialing into the emotional, intentional side of money can help. Choose financial tools and habits that make you feel grounded, generous, and connected, and make decisions that make uncertainty easier to navigate.
Prices are still high, debt loads keep climbing, and confidence remains shaky, but people want to stretch their money without feeling deprived. They want to protect what they’ve earned and build habits that make daily life feel more manageable. That mix of practicality and personal values is likely to shape not just our individual habits but the way businesses, markets, and the broader economy respond to what people truly care about.