Consumers are cutting back in 2026.

Just not on wellness.

New data from CivicScience shows that while Americans are pulling back across the board, wellness is one of the only categories still growing.

Look at the chart: health and wellness is the only category where consumers plan to increase spending in 2026. In every other category—from home improvement and travel to clothing and investments—people are cutting back.

At the same time, Americans are prioritizing differently; trying to ditch screens and spend less on entertainment.

An indication that less noise and fewer distractions actually make us feel better.

Wellness isn’t just growing, it’s proving to be resilient. It’s tied directly to how we feel, and increasingly, that’s where our money is going. A quiet shift toward the things that actually move the needle.

So while everything else gets cut, wellness holds.

Not because it’s trendy but it has staying power and for a lot of people, it’s the one category that still feels worth it.