Consumer Savings, Splurging, and Generational Differences in Spending

This chapter discusses how consumers are changing their spending behavior by trading down to cheaper brands, changing the quantity they buy, or bulk buying. It also explores categories where there is slowing growth, categories where consumers plan to splurge, and generational differences in spending patterns. The chapter concludes with implications for companies, including the need to deliver value, personalize communication, and adapt to omni-channel shopping.