Affiliate Marketing News: US Consumer Spending Evolution 2024–2025

Affiliate Marketing News: From Rebound to Redefinition in US Consumer Spending in 2025

In the latest affiliate marketing news, the evolution of US consumer spending from 2024 to 2025 reveals a pivotal shift from a post-pandemic rebound to a new era of intentional, value-driven purchasing. While spending growth has slowed from the robust pace seen in late 2024, the story is one of redefinition, not retreat. Our year-over-year data analysis provides affiliate professionals with actionable insights into these changing behaviors. 

The Great Slowdown: Spending Cools in 2025

After a strong finish to 2024, with consumer spending growth hitting nearly 4%, the first half of 2025 saw a significant moderation to a growth rate below 1.5%. This cooling trend is influenced by several macroeconomic factors: 

• A Cooling Labor Market: A less robust job market is tempering household income growth.
• Persistent Inflation: While moderating, inflation remains a top concern, with new worries over tariffs potentially raising the cost of goods
• Fragile Confidence: Consumer confidence, while recovering slightly in mid-2025, remains sensitive to economic news. 

This data confirms a key affiliate marketing trend: consumers are becoming more discerning and deliberate with their money.  

What the 2025 Consumer Shift Means for Affiliate Marketing

This redefinition of consumer behavior requires an evolution in affiliate marketing strategies. The “spend-at-all-costs” mentality of the rebound era is over. Here’s how to adapt. 

Target the Resilient High-Income Spender

Data from early 2025 shows that households earning over $100,000 were the primary drivers of spending. While this trend is starting to even out, this demographic remains a crucial target. 

• How do you target these consumers? Focus on premium products, luxury travel, and high-end services. This audience is less deterred by price but demands quality and value.
• Pro Tip: Partner with aspirational but reputable brands. Your content should emphasize quality, durability, and the long-term value proposition of higher-priced items.

Lean into “Smart Discretionary” Spending

Despite the slowdown, consumers are not cutting back entirely. Instead, they are making strategic choices, saving less to spend more on categories that enhance their lifestyle, like apparel and leisure travel. 

• Grab these consumers where they are: Promote “affordable luxuries” and value-rich experiences. This is where BNPL (Buy Now, Pay Later) options, exclusive bundle deals, and loyalty rewards can be highly effective. 
• Pro Tip: Create content around “getting the most for your money,” such as travel guides for off-season destinations or style guides on building a capsule wardrobe with quality pieces.

2024 >> 2025: How to capitalize on the shift

The evolution from 2024 to 2025 is clear: the American consumer has become more intentional. They are still spending, but they are weighing their options more carefully. 

• Value is Paramount: Whether for a high-income or budget-conscious shopper, demonstrating value is non-negotiable. 
• Regional Opportunities: Pay attention to regional economic shifts. For example, consumers in the South and West, who are seeing relief in housing costs, may have more disposable income for other categories. 
• Trust is Your Currency: In a volatile economic climate, consumers stick with brands and publishers they trust. Prioritize transparency and authenticity in your promotions. 

By staying on top of these affiliate marketing updates and aligning your strategy with this new era of conscious consumerism, you can build a resilient and profitable affiliate business. 

Are you eager to learn more? Contact us today to learn how affiliate marketing can bring you success in Q4 and beyond.  

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Written by: David Gill, VP of Consumer Insights at Rakuten Advertising.

As Vice President of Consumer Insights, David helps clients understand their competitive performance, buyer behavior and market trends. Before Rakuten Advertising, David was Vice President at Nielsen where he forged key client relationships and led several innovative measurement initiatives with publishers and advertisers.  Through his experience working with both buyers and sellers of media and advertising, David has unique perspective and insight on the value and applicability of research, measurement, and data science.