As consumers consider the year ahead, new year priorities are influencing how people across both the UK and the US think about money, wellbeing and the months to come. The start of 2026 appears to be defined less by sweeping change and more by thoughtful planning, as households consider how best to approach the year within their financial means.
To explore these intentions in more detail, Pureprofile surveyed 1,011 consumers across the UK and 1,009 in the US, with both samples nationally representative. Here is what we learnt about their plans for the year ahead.
Across the UK and the US, consumers are beginning 2026 with a clear sense of what they want to focus on. Financial security remains central, while health, travel and home improvements continue to shape practical early-year decisions.
Overall, the findings paint a picture of intention, balance and forward planning. Rather than cutting back entirely, people are thinking carefully about how they prioritise and pace their spending in the new year to feel prepared and focused on the things that matter most.
The infographic below represents key findings from our research:
Based on a nationally representative Pureprofile survey of 1,011 people in the UK and 1,009 in the US, September 2025.
