Emotional Economics: The Credit Mindsets Shaping Retail in 2025

When the cost of living rises faster than paychecks, spending doesn’t stop — it shifts. As inflation and economic uncertainty continue in 2025, consumers are leaning harder on credit to bridge the gap between what they need, want, and can actually afford.

In 2024, U.S. consumer debt grew by nearly half a trillion dollars. And with interest rates holding, economic outlooks softening, and purchasing power under pressure, we’re already seeing signs that this will continue this year. For retailers — and anyone looking to move product — it’s no longer enough to know what people are buying. You need to understand why they’re buying it and what’s driving them to put it on credit. New data from marketing intelligence firm Sooth shines a light on these factors.

One Economy, Two Very Different Approaches

Two of the most financially active and emotionally reactive groups right now are young, single adults and married households with children. Both are leveraging debt to navigate today’s economic reality. However, what’s fascinating is that they’re doing it for entirely different reasons.

• Singles are using credit to maintain lifestyle continuity, ensuring they don’t miss out on experiences, trends or purchases that feel essential to their identity.
• Married consumers are using credit strategically as a buffer against uncertainty, a way to protect what they’ve built, and a tool for longer-term financial stability.

Singles: Lifestyle Preservation is the Priority

Economic volatility isn’t new to today’s 25- to 34-year-olds — it’s been the backdrop to their entire adult lives. They were in grade school during the Great Recession, came of age during the pandemic, and now carry the bulk of the student debt burden. Stability has never been a given, so many have stopped waiting for it.

Instead, they’re choosing to move forward, to keep living the way they want, even if it means financing that life. Nearly 60 percent say they’re happy to use credit for things they cannot otherwise afford — three times the national average.

So, what are they buying? They're looking for identity, access and experience, such as gaming consoles (3.7x the likelihood of the general population), GoPros (6.7x), and smartphones (2.2x). At the same time, they’re also hedging. Nearly 32 percent plan to invest in crypto (3x), and roughly the same number are in the market for life or disability insurance — recognizing the need to protect their income while they build it.

Many are also diversifying how they earn. In fact, nearly 30 percent plan to start their own business this year, fueled by a desire for independence, flexibility or a financial safety net. At the same time, more than one in four are turning to the gig economy, including driving for rideshare apps, renting out property, or picking up side hustles that supplement their 9-to-5 income.

To the outside observer, buying a gaming console and a life insurance policy with the same credit card may seem inconsistent. Still, volatility is the norm for this generation, and adaptability is the strategy.

Marrieds: Strategy, Safety, and Staying Ready

In contrast, married households with kids are playing the long game. Most are in their 40s and 50s, have seen this movie before, and are less interested in keeping up than staying prepared.

Like Singles, they’re also highly comfortable using credit — 54.7 percent say they’re happy to finance purchases they can’t cover in cash — but what they choose to buy tells a different story. Their top planned purchases reflect this mindset, with smartwatches, eyeglasses, and SUVs leading the list. These aren’t impulsive buys, they’re practical investments tied to daily routines, family responsibilities, and long-term value.

However, what sets this group apart is the intention with which they approach their finances. Nearly 70 percent actively engage with personal finance topics online, closely monitoring their finances and the market. At this stage in their lives, retirement is a clear priority despite its uncertain timing, with two-thirds saving for that eventuality. And when it comes to big financial decisions, almost three in four seek professional advice — a sign that caution and planning outweigh quick wins. This segment values security, stability and wise choices over riskier, bolder investments.

Credit, for them, is more about staying on track than being on trend.

What This Means for Retailers

Understanding these two consumer mindsets — what they fear, what they value, and what motivates their use of credit — can unlock powerful opportunities for more relevant, resonant brand engagement.

With Singles, a retailer should lead with promotions that enable instant gratification connected to trending products and cultural relevance. Buy-now, pay-later-offers, short-term financing, and exclusive drops tied to creators or lifestyle moments are all likely to resonate. Credit isn’t a necessary evil here; it’s a lifestyle enabler.

With Marrieds, emphasize financial flexibility, security, and total cost of ownership — i.e., how much a purchase may save someone in the long run vs. the cost of not buying now. Frame credit as a responsible tool — a way to take care of what matters now without putting the future at risk. Marketing should focus on preparedness, not indulgence, whether for new tech, household upgrades, or even elective medical procedures.

The bottom line is that when it comes to people and their credit mindsets, single and married consumers represent more than distinct marketing targets — they live in different emotional economies. The more you understand what drives them, the better you’ll be able to connect in ways that move both hearts and carts.

Ian Baer is the founder and chief soothsayer of the strategic insights platform and marketing consultancy Sooth.