Every December, Americans’ wallets tell a story. Holiday shopping isn’t just about gifts and decorations—it’s a reflection of consumer confidence and household budgeting strategies. 

New Empower research finds 43% of Americans say protein-enhanced versions of everyday items like bagels, chips, and drinks are worth the higher price, rising to 54% for younger generations. People spend an average of $50 a week on protein products.

Walk down any grocery aisle in America today and you’ll overhear the same conversation: “Did milk always cost this much?” The numbers on the register may not match the headlines about inflation “cooling,” but they match the uneasy feeling in shoppers’ wallets.

Half of Americans don’t know what the “right” amount is to give, even though 50% feel pressure to spend a certain amount on gifts, according to new Empower research. This tension may signal a sense of economic uncertainty, as three in 4 (75%) say gifts are more expensive due to tariffs and inflation.  

Nearly half of Americans (49%) said it was not until at least age 25 that they began to understand how money works. When asked what financial topics they wish they had learned earlier in life, Americans pointed to the building blocks of long-term financial security: retirement savings and planning (56%), investing (54%), and debt (44%). 

New Empower research uncovers how much time people spend thinking about money and the actions they're taking toward financial success.

Empower research finds that nearly a third of drivers say their car payment is one of their biggest expenses, and a look at the car scene can give a view into why.

Americans put the “magic number” for retirement at over $1 million, according to new Empower research. Over half (52%) wish they had saved up more money in their retirement accounts when they were younger.

What began as an alternative payment option, Buy Now Pay Later (BNPL) services are increasingly a factor in purchasing decisions and financing: Nearly half of Americans (49%) say BNPL makes it easier to manage large or unexpected expenses, according to new Empower research.

Pumpkin season is here and some are asking for a price check: 44% of Americans say tariffs and inflation are making pumpkin flavored items cost more, and the "pumpkin spice tax" is real (39%), according to new Empower research. Still, more than half (54%) say they look forward to purchasing these specialties every fall.

Americans see multiple paths to wealth — with long-term investing (26%), career advancement (25%), and retirement contributions (24%) all ranking nearly equally, according to new Empower research. Nearly 30% feel optimistic about reaching financial milestones in their lifetimes.

1 in 3 Americans have no emergency savings fund and 29% say they can’t afford an unexpected expense over $400, according to new Empower research. The size of the safety net varies by generation, with Boomers saving a median of $2,000 – five times that of Gen Z’s reserves of $400.