Attest’s survey reveals that consumer sentiment is shifting from e-commerce to a more omnichannel approach.

American consumers are feeling optimistic about 2025, but that doesn’t mean they plan on spending freely.

The majority (69%)  of Americans feel “positive” about what 2025 may bring, according to the fifth-annual U.S. Consumer Trends report from consumer research platform Attest. Despite this, more than half (54%) of consumers say they will be spending cautiously. When it comes to financial security, 39% feel insecure, while 37% feel the opposite.

Nearly three-quarters of Americans (74%) say they are more likely to buy a cheaper brand, instead of their favorite brand, in order to save money in the new year. And when it comes to what people want to see from brands, things have shifted. Consumer desire for funny brand messaging has fallen five percentage points (to 51%) , while interest in educational messaging has increased by nine percentage points (to 42%). Motivational messaging remains popular, at 49%.  

[READ MORE: Survey: With recession fears, consumers focused on price in 2025]

Attest’s survey reveals that consumer sentiment is shifting from e-commerce to a more omnichannel approach. The number of consumers who say they shop “mostly” or “always” online declined markedly by 13 percentage points (to 26%) compared to last year (39%). The rebound in in-store shopping is being led by Gen Z, following a 15 percentage point decline in habitual online shopping among this demographic.