The New Luxury: What Americans Really Value Nowadays
Luxury in America is undergoing one of its biggest cultural shifts in decades. According to our latest national study, 72% of U.S. adults say their definition of luxury has changed, moving away from status symbols and toward quality, comfort, emotional well-being, and meaningful everyday experiences.
This is the rise of emotional luxury, where people buy products and experiences that make life feel better, not louder.
What’s Driving the Change? Emotional Economics
The study shows a clear trend:
More than 60% of Americans now purchase luxury for self-care, stress relief, and emotional reward.
Consumers aren’t chasing prestige, they’re chasing peace, joy, and small moments that feel restorative.
This trend defines what we call The Treat-Yourself Economy, where luxury becomes a personal wellness choice.
What Americans Consider Luxury Today
Quality over everything, when asked what makes something a luxury:
- Quality ranked #1
- Price ranked #2
- Brand recognition ranked #3
- Social media influence ranked last
Consumers are less impressed by flashy name brands and more drawn to products that feel thoughtful, well-made, and built to last.
How Often Americans Buy Luxury (And Why)
Luxury buying is more purposeful and occasional:
- 50% buy luxury only a few times a year
- ⅓ view luxury as a “treat” tied to specific moments
- People splurge to celebrate milestones or improve daily comfort
Luxury is not a routine, it’s a meaningful pause.
Second-Hand Luxury Goes Mainstream
One of the biggest shifts is accessibility. 54% of Americans are open to buying second-hand luxury, with resale platforms like The RealReal and Poshmark becoming normalized.
People want the feeling of luxury without the full price tag, and without the guilt.
The Price Thresholds That Define Luxury Today
Americans have precise mental markers for when a purchase “feels” luxurious:
- Fine Dining: $200–$400
- Hotels/Resorts: $500–$999
- Technology & Flights: $1,000–$1,499
These insights help brands understand exactly when consumers perceive value vs. extravagance.
The Brands Americans Call “Luxury” Now
Across categories, Americans consistently name brands known for quality, consistency, and emotional connection, NOT exclusivity.
Top aspirational brands include:
- Apple, Samsung, Sony (tech)
- Nike, Lululemon (activewear)
- Delta, Emirates, Qatar (travel)
- West Elm, Ashley Furniture (home comfort)
These brands feel luxurious because they improve daily life, not because they signal wealth.
Why This Study Matters
This research gives organizations a clear view of:
- What people value emotionally
- How spending behavior is shifting
- What “luxury” means across categories
- Which price points drive purchasing decisions
- The brands consumers trust and aspire to
It’s a roadmap for understanding the new American consumer.
