Why Americans are buying $22 smoothies despite feeling terrible about the economy

Virtue-signaling and self-care help explain a popular new kind of splurge, even as American shoppers pull back elsewhere.

By: Yuanyuan (Gina) Cui, Coastal Carolina University and Patrick van Esch, Coastal Carolina University, The Conversation

Outlets: The Conversation

Published: April 8, 2026

Words: 1,475

Last Updated: 3 months, 3 weeks ago

Body Text Preview

By Yuanyuan (Gina) Cui, Coastal Carolina University and Patrick van Esch, Coastal Carolina University

Americans are skipping restaurant dinners, delaying car purchases and scouring for grocery deals. Amid tariff anxiety and broader stress over affordability, consumer confidence has dropped to levels not seen in over a decade, according to The Conference Board, a business think tank. At this point, it’s wealthier consumers who are powering the bulk of spending in the …

Create a free account to access this story and more

Join Plucky Wire to access full stories, collaborate with newsrooms, and discover content from networks around the world.

About

FAQ

Email Us