---
title: Katz Radio Group Sound Answers 132 - Consumer Dollars
description: Katz Radio Group is updating the marketplace regularly with new insights on America's perceptions and behaviors toward audio, communities, and brands.
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# How Consumers Are Deciding What Deserves Their Dollars
October 22, 2026
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# How Consumers Are Deciding What Deserves Their Dollars
by Katz Radio Group • October 22, 2026
### How Financial Caution Is Shaping Purchases
Economic uncertainty is reshaping spending habits, making trust, value and timing more important than ever. Radio remains a powerful way for brands to reach consumers when purchase decisions matter.
Consumers aren’t necessarily closing their wallets, but they are taking a closer look at what comes out of them. As economic uncertainty influences financial outlooks and spending plans, shoppers are becoming more selective about where they spend, what they postpone and which brands earn their business.
A new Katz Analytics study of 1,000 consumers conducted earlier this month, reveals a clear pattern: spending restraint is widespread, but it isn’t universal. Consumers are making deliberate trade-offs, temporarily trimming discretionary purchases while protecting the categories they consider essential.
THE NEW SPENDING REALITY: CUT BACK, BUT DON’T CUT EVERYTHING
More than half of consumers (56%) say they are delaying major purchases because of economic uncertainly. That caution is also showing up in everyday spending, with nearly half planning to cut back on dining out (49%) and retail shopping (48%) over the next six months. Travel and vacations are also under pressure, with 44% expecting to reduce spending in that category.
But consumers aren’t abandoning spending altogether. Dining out and seasonal shopping remain activities many still expect to enjoy, suggesting that purchases offering convenience, meaningful experiences or emotional value can continue to earn a place in tighter budgets.
As consumers become more deliberate about where their dollars go, advertisers face a similar challenge: ensuring every marketing dollar works harder. A Nielsen Media Impact cross-media simulation found that for an advertiser, such as a major quick-service restaurant (QSR) running TV, CTV and digital campaigns, reallocating just 10% of an existing media budget to AM/FM radio can increase consumer reach by 20%, without increasing total spend.
**WHEN EVERY DOLLAR COUNTS, TRUST MATTERS**
Not all spending is created equal. While consumers are looking for ways to save, they are far less willing to sacrifice essential expenses. More than half (58%) say they would not cut back on healthcare, while 47% protect auto insurance and 43% prioritize vehicle upkeep.
These categories share a common thread: they support health, safety, mobility and everyday responsibilities. Consumers may be more price-conscious, but they still need products and services they can depend on.
That makes trust, reliability and perceived value especially important. Even in categories where spending is protected, consumers are not giving brands a free pass. They want confidence that their money is being well spent and that the product or service will deliver when it matters.
For marketers, this creates two distinct opportunities. Brands in essential categories can reinforce dependability, transparency and long-term value. Brands in more discretionary categories must make their offerings feel worth the expense, whether through competitive pricing, convenience, flexibility or an experience consumers don't want to miss.
RADIO KEEPS BRANDS CONNECTED TO CONSUMERS
As consumers reassess their budgets, reaching them consistently and in relevant moments becomes increasingly important. AM/FM radio remains part of that daily connection, as one of America's most-used media platforms, reaching more than 8 in 10 consumers every week and 92% of U.S. adults each month, per Nielsen's first-half 2026 data.
That continued reach gives advertisers an opportunity to stay present as consumers weigh their options, compare value and decide where to spend. Radio advertising also demonstrates meaningful influence on brand trust and consideration, with an average influence score of 36.3 out of 100 in the study.
Radio is especially effective for categories that influence consumers' day-to-day spending choices. National retailers and local shops lead the categories consumers say capture their attention in radio advertising (39%), followed closely by quick-service restaurants and dining deals (38%). Travel destinations and airlines follow at 25%.
These findings underscore radio's role in connecting brands with consumers when timing, convenience and local relevance can influence a decision. A timely retail offer, a compelling dining deal or a travel promotion that clearly communicates value can give consumers a reason to act, even when budgets are tight.
*Source: Katz Analytics, “How Consumers Are Deciding What Deserves Their Dollars,” a survey of 1,000 consumers conducted in October 2026. Findings reflect reported consumer attitudes, intended spending behavior and perceptions of radio advertising.*
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October 2026
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