
Santander Holdings USA released new survey info that shows middle-income consumers are feeling optimistic about the economy and their own financial prospects in 2025. Expectations of a recession in the year ahead dropped 17 percentage points in the past year, while nearly two-thirds of middle-income households (64%) believe the job market will be stronger in 2025 and 6 in 10 expect inflation to improve. The bullishness on the economy is translating into consumer confidence, with 76% of middle-income households expecting their financial situations to improve and 74% believing they are on the right track.
Access to a vehicle remains essential to financial prosperity, with 81% saying it provides them flexibility in how and where they live, and the overwhelming majority (73%) relying on a vehicle to get to work. At the end of 2024, strong pent-up demand for vehicles remains with nearly half (45%) considering buying a vehicle this year and 1 in 3 intending to purchase. Many have already taken steps toward a vehicle purchase. Of those considering purchasing a vehicle in 2025, 65% have started researching options and 46% have already visited an auto dealership. Potential auto buyers indicate that decreases in cost of living and auto prices would be the biggest factors impacting the likelihood of making a vehicle purchase in 2025.
This research on financial prosperity, conducted by Morning Consult on behalf of Santander US, surveyed 2,213 Americans who are bank and/or financial services customers, ages 18-76.