Consumer Products Rental NAICS 5322

Jan 26, 2026 - More Americans Feel Middle-Class Lifestyle Pulling out of Reach

• A New York Times/Siena poll shows widespread economic pessimism, with majorities of Americans saying a middle-class lifestyle feels out of reach and 77% believing it is harder to achieve than a generation ago. Most voters worry about affording housing, retirement, and health care, and nearly 60% say they struggle with basic expenses despite resilient consumer spending. Younger Americans report the greatest strain, while those over 65 feel far more secure. This persistent anxiety, driven by high housing costs, lingering inflation, and limited financial buffers, shapes political attitudes and could influence behavior in the consumer products rental industry. As households feel squeezed and view long-term financial stability as uncertain, more consumers may turn to rentals as a lower-commitment, lower-cost alternative to ownership, reinforcing a shift toward value-seeking habits in a strained economic climate.
• Consumer sentiment improved in January, with the University of Michigan index rising to 56.4 from 52.9 in December, but confidence remains near historic lows after one of the deepest slumps since the 1950s. The survey shows that while inflation has eased over the past three years, consumers are still frustrated by high prices and worried about a cooling job market. Joanne Hsu, the survey’s director, said pressures on purchasing power persist across demographics, even as global turmoil has not shifted economic views. Despite these concerns, spending held up in late 2025, supporting solid economic growth. Consumers also expect moderate inflation ahead, a reassuring signal for the Federal Reserve, which watches for signs that inflation fears could influence behavior.

• Amid rising apparel costs and shifting consumer habits, clothing rental platforms are gaining traction as budget-friendly alternatives, according to NPR. More than half a million women rent clothes, finding it cheaper and more flexible than buying. The apparel rental industry is valued at $2.6 billion and is projected to more than double by 2035, according to Future Market Insights. The industry has benefited from inflation and tariffs, which have driven up clothing prices. Companies like Nuuly and Rent the Runway are expanding inventory to meet holiday demand, though tariffs and supply chain delays pose challenges. Rental services appeal to consumers seeking fresh wardrobes without long-term commitments, offering convenience and cost savings while reshaping how fashion is consumed.
• Persistent inflation and rising costs are squeezing America’s middle class, prompting households to cut discretionary spending and seek more affordable alternatives, according to The Wall Street Journal. With goods and services up 25% since 2020 and essentials like food and car repairs rising, families are seeking bargains and may turn to rentals to stretch their budgets. Corporate earnings show cautious spending, with Target reporting declines and Walmart benefiting from value-seeking shoppers. As vacations, furniture, and apparel become increasingly unaffordable, rental platforms for housing, clothing, and consumer goods are poised to capture demand from cost-conscious consumers. Rental services may become more attractive as middle-income earners deplete savings and struggle with debt.