WHAT THE DATA SAY: 80% making $200,000+ have used a credit card in past three months because they ran out of cash

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

4 TRENDS REWRITING HOLIDAY SHOPPING

Six of 10 consumers say value for money is the top purchase driver this holiday season, based on our Harris Poll research with Mastercard. Four trends:

• Intentional holiday shopping: 82% of Americans are prioritizing low cost and high impact when it comes to gift-giving this year. That includes 86% who compare prices across retailers, 84% who read reviews, and nearly half who pay with credit cards that earn rewards they can use later.
• Gen Z wants an experience: 81% of Gen Z say they receive inspiration from in-store displays.
• Algorithms over elves: 51% of Gen Z and 55% of Millennials are relying on AI to deliver unique gift recommendations – more than they trust themselves.
• Joy and self-indulgence: 6 in 10 of all consumers are buying gifts for themselves – with 61% doing so to reach free shipping minimums.

‘RICH’ AMERICANS ARE STRUGGLING TO SURVIVE

1 in 3 Americans making more than $200,000 describe themselves as financially distressed, and 2 in 3 six-figure earners say their pay is no longer a sign of wealth, according to our Harris Poll Income Paradox Survey.

• 26% of Americans say they are “stretched” today – only able to cover the basics – with 22% of those making $100,000 and 19% of those making $200,000+ saying the same.
• Top expenses draining income: groceries (36% for those making $100,000, 29% of those making $200,000+), rent/mortgage (32% for those making $100,000, 28% for high-earners) and health insurance/medical costs (31% for those making $100,000, 28% for high-earners).
• To make ends meet: 58% of those making $100,000 and 64% of those making $200,000+ have used credit card reward points to cover expenses during the last 12 months; 53% and 51% have checked bank balances before grocery shopping; and 43% and 49% have avoided a social event to avoid splitting the bills.
• 80% of those making $200,000+ have used a credit card in the past three months because they ran out of cash, not to collect points.
• See also: Going into debt for holiday spending? You’re not alone

YOUNG PEOPLE NOT BIG ON OPEN ENROLLMENT

65% of young Americans trust AI more than themselves when choosing healthcare plans, according to our Harris Poll report with Justworks.

• 23% of Gen Z and Millennials would rather wait at the DMV than go through healthcare open enrollment.
• 62% have used AI for medical and insurance information – compared with 29% of Gen X/Boomers.
• 44% say they don’t put much thought into choosing their insurance plan.
• 59% say they spend an hour or less researching and selecting their plan.
• 26% say cost and affordability are their biggest concerns.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• Looking into the 2026 crystal ball
• The Trust Transfer: How AI is Reshaping the Communications Team
• Closing the Nutrition Gap: The Power of Food to Fight Heart Disease
• How sustainability concerns are shaping public and policy attitudes toward AI
• Stagwell returns to CES Jan. 5-9, 2026