In 2024, US consumer optimism has rebounded, with 41% expressing confidence in the economy, especially among younger generations. However, inflation remains a top concern for 53% of respondents, impacting spending behaviors. While consumers continue to trade down to find better value, they are also selectively splurging, particularly on dining out and travel. Gen Z and millennials show the highest intent to splurge, focusing on beauty, personal care, and apparel, while older generations prioritize food and travel. Economic uncertainty may temper this optimism through the year.

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