A closer look at consumers’ spending habits in 2025.
Tariffs, layoffs and the fluctuating price of eggs — these days, many consumers are worried about the economy — and their wallets. While much of the chatter concerns everyday purchases, what does that mean for more considerable investments like mattresses? The latest research from the Better Sleep Council examines consumers’ spending habits in 2025.
Since 1996, the BSC has conducted research to understand and track changes in consumer attitudes toward sleep and health, and their mattress purchasing decision-making. For this report, 500 U.S. respondents ages 18 and older were polled in late February to explore their spending priorities for 2025, while uncovering generational trends, competing interests and how consumers plan to allocate extra funds.
Over the next few months, BedTimes will cover the findings in a series of articles. For now, keep reading to learn about current consumer attitudes about the economy and their spending plans.
2025 Consumer Finances: A Complex Outlook
The BSC’s latest research reveals that, perhaps unsurprisingly, U.S. adults have mixed financial expectations for 2025. More than two-thirds (67%) feel optimistic about their finances, yet more than half (56%) are worried about financial stability. Only 12% of those surveyed reported feeling pessimistic about their financial situation in 2025.
Nearly four in 10 U.S. adults (39%) are worried about covering purchases beyond their basic needs in 2025, while slightly more than a quarter (26%) are worried about being able to afford purchases for basic necessities. Most conservatively, 42% of total respondents revealed they plan to cut back on non-essential spending, either by participating in “No Buy 2025” or by avoiding purchases altogether.
2025 Finances: Generational Anxiety Levels
It seems that when it comes to consumers’ comfort levels, age is a factor. Spending anxiety seems to be higher among Gen Z, millennials and the youngest members of Gen X who were born in 1980. Nearly one-third (32%) of those between the ages of 18 and 44 are worried about being able to afford basic needs, compared with 20% of those 45 years or older, which comprises the majority of Gen X and baby boomers.
According to the latest BSC research, 32% of younger adults (between the ages of 18 and 44 years old) express concern about affording purchases for their basic needs, including food, medicine and housing, compared with 20% of adults older than 44.
Nearly four in 10 U.S. adults (39%) are worried about covering purchases beyond their basic needs.
In stark contrast to those who plan to curtail or eliminate nonessential purchases in 2025, 35% of those surveyed said they are currently comfortable making or considering making larger household purchases. Broken down, 14% of respondents are comfortable making larger purchases and 21% would consider making a larger household purchase, including home furnishings, appliances or electronics.
Taking a closer look at respondents’ ages, 27% of adults 18 to 44 years old said they would be comfortable making or considering making larger household purchases. That’s a smaller percentage than those 45 years of age and older, where 43% reported they would be comfortable making or considering making larger household purchases.
2025 Finances and Sleep: Consumer Priorities
Nearly one-third (30%) of adults say their top priority for improving sleep in 2025 is managing their stress or anxiety, which makes sense given the current economic and political climate. The priorities for better sleep vary by financial outlook. Those worried about affording necessities are more than twice as likely (43%) as those comfortable making or considering large purchases (19%) to say their top priority is managing stress or anxiety. In the middle — that is, those who are worried about purchases beyond necessities — 32% were interested in managing their stress and anxiety.
Among those who are worried about affording necessities, 13% are interested in establishing a consistent sleep schedule, followed by 16% who want to create a relaxing bedtime routine.
To reach those consumers, consider targeting them with a sleep accessory, such as a new pillow, a sound machine or another small investment to help them manage their stress and anxiety. Recognize there is an opportunity to create brand loyalty at any stage or ticket size. Perhaps in the future, they’ll be able to invest in larger purchases like mattresses. This dovetails with BSC research, which reports in 2025, consumers are most likely to prioritize sleep-related items. This includes nondecorative pillows for sleeping (31%) and new bed sheets (30%).
This latest research from the BSC provides an insight into the minds of today’s consumers and what is driving their current spending habits — or lack thereof. In the next installment, we’ll uncover where consumers plan to allocate extra money and their top spending priorities.
