Americans are deep in decision mode — sorting out what to spend and where to save as they navigate “The Great Decide.”

Empower’s latest research shows the crossroads:

• 🔇 Half of Americans (49%) say they’re ignoring the noise and taking the long-view approach to the stock market.

• 💵 46% are going back to the basics by investing more in cash and gold.

• 🤝 Six in 10 (58%) say they need trusted financial counsel now, more than ever.

Keeping an eye on economic indicators could help investors navigate choices, as 91% of people will prioritize their financial health and happiness for the decisions ahead.

— The Editors 

⏸️ Holding pattern: The Fed held key interest rates steady this month, keeping the range at 4.25% to 4.5% since its December meeting. For many Americans, that’s one more reason to wait it out: Empower research found 7 in 10 are pressing pause on major money moves right now.

📦 Speedy selections: Amazon is on deck to spend $4 billion* through 2026 to add over 200 delivery stations across rural U.S. areas, tripling its current reach and cutting delivery times in half. The need for speed is key for consumers: 53% of people say they want to get an item as fast as possible, according to Empower findings.

👟 The private path: After 26 years as a public company, footwear brand Skechers is set to be acquired* by a private-equity firm. Shares jumped more than 24% following the news. The price of footwear has been fairly stable, falling just 1.3%* year-over-year in April, according to the Consumer Price Index.

🏈 Commanding presence: The NFL’s Washington Commanders are heading back to D.C. with a $3.7 billion* stadium plan that blends sports, shopping, and restaurants come 2030. The real play? Tapping into a sports and music tourism market set to hit $1.5 trillion by 2032.

Thrifting and resale apps are having a moment — downloads jumped 18%* on average in Q1 2025 compared with Q4 2024. With apparel prices up 3.8% in the past three years and tariff uncertainty, more shoppers are turning to pre-loved fashion to stretch their budgets. 

Housing pivot

In 2028, Gen X — people born between 1965 and 1980 — are projected to outnumber Baby Boomers, which could spark key housing decisions. Some have already acted, with an influx* of new residents ages 45 to 54 settling in counties across Florida, Georgia, Texas, and Tennessee in search of warmer climates, lower taxes, and larger housing inventories.

Making the jump earlier could be worth the move, as senior housing sees record high occupancy.* Age-restricted developments like 55+ communities can serve social, recreational, and essential needs that change across life stages.

Vibe check

A personal touch can still be a deciding factor when landing a job, even amid the spread of generative AI. Nearly nine in 10 job seekers (87%*) say meeting with a human during interviews is important since AI can’t effectively assess soft skills like cultural fit and attitude. 

Interviewers’ personalities can also make or break whether a role is filled, as 44%* of workers said conversations they had with the hiring panel had the most influence on whether to accept an offer.

Across the U.S., there are as many job openings* as unemployed persons, based on March 2025 labor data. Empower findings show 43% of Americans are figuring out how to make more money in 2025 — which could include navigating the job market.

Blossoming picks

Home Depot’s garden business has put down strong roots, bringing in $20 billion* a year as one of its biggest departments. Sales of live plants and shrubs have bloomed for the retailer, even as seasonal allergies affect around 60 million Americans.

Backyard designs are also crossing the indoor divide (minus pollen). Interest in gardening has inspired shoppers to brighten homes with faux fruits and vegetables, like citrus-shaped furniture* and vintage cabbageware. The next plant-inspired find could be from a local shop: 44% of Americans prefer to buy home goods and décor from small businesses, according to Empower research.