Close to a quarter of Americans say the financial choices they make in December set the tone for the new year (21%), according to new Empower research. 

Cost is on the menu as nearly 7 in 10 Americans (68%) say Thanksgiving will be more expensive due to tariffs and inflation. Two thirds (66%) expect their grocery bill will rise compared to last year, with people expecting to spend an average of $137 on Thanksgiving dinner, with younger generations anticipating the highest costs.

New Empower research finds 38% of Americans say cash feels more “real” than digital money and remains a permanent part of their financial toolkit (27%). Yet in practice, physical dollar bills may be fading from daily life: 1 in 5 say they use it only a few times per year, and just 18% use it daily. 

Over half of Americans (57%) say rising chocolate prices are changing how much they dish out for candy, according to a new Empower study. A third consider Halloween one of the costliest times of the year, and Americans plan to spend an average of $296 between costumes, decor and entertainment, while Millennials and Gen Z plan to spend almost double ($522, $435 respectively). 

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.