Author: Vanessa Howard
I don’t meet many people who are wild about January. The calendar may have turned, but sentiment rarely does overnight.
Recent data from KPMG UK’s Consumer Pulse Survey underlines this. Some 56% of consumers say they feel financially secure, down just 1% from the start of 2025. On the surface, that sounds reasonably positive.
But it’s expectations around spend that should give sales and marketing teams pause.
Only 13% of consumers expect their discretionary spending to be higher in 2026 than in 2025.
That gap matters. It shows that even when people feel financially secure, that confidence won’t automatically translate into spending. But that also creates opportunity. When consumers are feeling more cautious, brands that take the time to review the consumer experience and make thoughtful, confidence-building improvements will be better placed to earn trust and spend as the year unfolds.
January might not be anyone’s favourite month, but it can be a good time to review, refine and set brands up for a stronger year ahead.