Most Americans report spending adjustments
One in four Americans say owning a home currently feels beyond their means, even as most report taking deliberate steps to manage the financial pressures affecting their daily lives, according to a new poll released by KeyBank.
KeyBank’s 2026 Financial Mobility Pulse Poll, conducted by Schmidt Market Research in January 2026, surveyed 1,000 Americans ages 18–70 who hold a checking or savings account and share at least some responsibility for household financial decisions. The poll examined spending and savings habits, financial confidence, economic sentiment, stress, and debt.
Homeownership feels out of reach
Twenty-five percent of Americans say homeownership currently feels unattainable, while only 13% believe it is within reach in 2026, according to the poll. The findings were released Monday, coinciding with Fair Housing Month.
Victor Alexander, head of consumer banking at KeyBank, said the data reflects a shift in how buyers approach the process.
“Today’s buyers are approaching homeownership with more intentionality and planning than ever before, and that’s where banks can make the biggest difference,” Alexander said. “When people have the right tools and support, the path to homeownership can move from possibility into reality.”
Eric Fiala, chief corporate responsibility officer at KeyBank, pointed to the role institutions can play in narrowing the gap.
“The opportunity for banks and financial institutions is clear: equip Americans with the tools, knowledge, and support they need to turn aspiration into achievement,” Fiala said. “From financial education to innovative financing solutions, the right resources can empower buyers to navigate today’s market with confidence – and write their own homeownership success stories.”
Economic confidence softens
Negative sentiment toward the economy rose to 28% in 2026, up from 26% in 2025, the poll found. The concerns driving that decline also shifted. Housing costs jumped from 35% to 44% as a top financial worry, while healthcare expenses climbed from 22% to 30%. Grocery prices remained the leading concern at 58%, up from 55%.
Concern over global factors such as tariffs, inflation, and interest rates edged down from 24% to 23%, and credit card debt fell from 26% to 21% as a top worry.
Dan Brown, executive vice president and director of consumer product management at KeyBank, said the findings show a pattern of purposeful adaptation rather than passive reaction.
“The financial pressures people face today are real and widespread across the financial spectrum,” Brown said. “What stands out, though, is that Americans aren’t waiting for conditions to improve. They’re being proactive and resourceful in response to these pressures, and these aren’t just one-time reactions. People are navigating the current economic climate through daily decisions that are increasingly becoming lasting habits.”
Daily trade-offs become the norm
The poll found that one in three Americans (33%) make a financial trade-off every day, with an additional 31% doing so weekly. The pattern holds across income levels: 26% of households earning at least $100,000 annually report making daily financial compromises.
Among the most common adjustments, 59% of respondents said they had switched to less expensive brands or services, up from 49% in 2025. Cutting subscriptions or memberships rose to 51% from 41%, and 35% reported taking on side work or additional hours to bolster their financial stability, up from 30%.
Altogether, 88% of Americans said they had made at least one meaningful financial adjustment.
KeyBank’s 2026 Financial Mobility Pulse Poll was conducted online by Schmidt Market Research in January 2026. The survey polled 1,000 Americans ages 18–70.
