A staggering 40% of Gen Zers plan to splurge more on non-essentials this year. Is it time for a reality check?
While no one can control the stock market, The Washington Post's personal finance columnist Michelle Singletary says there's one thing people can take charge of: their spending. But according to new data, Generation Z isn't exactly slamming the brakes.
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In fact, 40% of Gen Zers plan to spend more on non-essential purchases in 2025 compared to last year, according to Northwestern Mutual's latest Planning & Progress Study — earning the title 'Spend Z.' Their intention to spend outpaces every other generation and persists despite credit card bills (22%) and personal education loans (16%) being their main sources of outstanding debt.
While many in this position might choose to cut back on non-essential spending, Gen Z as a whole doesn't seem to want to make any sacrifices. On a recent episode of the Post Reports podcast, Singletary didn't mince words when offering advice to young adults navigating these choppy waters: 'You have to put your adult hat on and say, 'You know what? I wish I could eat out, but I can't.''
That may be easier said than done in an age where Uber Eats orders and late-night Shein scrolls feel like self-care rituals. But experts warn that trading savings for short-term splurges could leave young consumers vulnerable — especially with the economy on shaky ground.
There's a good chance you may have found yourself uttering the phrase, 'I really shouldn't be spending this much' — mid trip to the mall with an oat milk latte in hand. But despite headlines warning of an economic slowdown and the not-so-soft whisper of a recession, a growing number of young adults are choosing indulgences over budgets.
According to a 2023 Morning Consult report, Gen Zers and millennials are spending more than $400 a month on non-essential purchases like travel, recreation and dining out. That's significantly higher than the $250 Gen Xers spend and double the nearly $200 boomer benchmark.
The economy as a whole is still banking on consumer resilience. The National Retail Federation projects 2025 retail sales will hit $5.42 trillion, perhaps driven in part by younger generations keeping their wallets open, even as their savings shrink.
While the impact of economic uncertainty may not yet be visible in your day-to-day life, it's likely on the horizon. And when it arrives, you'll want more than just a closet full of trending accessories. A well-padded emergency fund will offer the kind of value fast fashion can't.
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Prioritizing wants over needs during economic uncertainty can leave young consumers vulnerable to debt, with little to fall back on when the unexpected hits. 'Now that you're a young adult, you've got bills to pay. You have to save for retirement. You have to save for an emergency fund. Maybe you've got young children yourselves,' Singletary said on the podcast.
You can start by building a budget. Not just a mental tally of your spending — but a written, trackable plan that accounts for fixed expenses, savings goals and the real cost of lifestyle choices. Even small changes can have a lasting impact. For example, swapping food delivery for planned grocery runs can save hundreds each month while teaching discipline in spending.
Next, it would be a good idea to create an emergency fund. You could aim to save up three to six months' worth of your essential expenses and make each contribution non-negotiable, like rent. This cushion can help cover job loss, medical bills or even the inevitable life hiccup — all without reaching for a credit card.
Aside from an emergency fund, you could also start contributing to a retirement account — whether it's a Roth IRA or 401(k). Putting even a small amount away now allows compound interest to do the heavy lifting long term.
And if you're still craving that big splurge, you can budget for it by setting aside a small amount regularly and make it a conscious reward — not a spontaneous swipe.
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Here are 5 'must have' items that Americans (almost) always overpay for — and very quickly regret. How many are hurting you?
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
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