How has the meaning of luxury changed for Americans?
According to this national study, 72% of U.S. adults say their definition of luxury has changed. Consumers increasingly associate luxury with comfort, quality, emotional well-being, and meaningful experiences rather than status alone.
Why do Americans buy luxury products and experiences?
More than 60% of Americans purchase luxury for self-care, stress relief, or emotional reward. Many consumers also buy luxury to celebrate milestones, reward personal achievements, or upgrade to higher-quality products and experiences.
What factors define luxury for consumers today?
Quality is the most important factor in how Americans define luxury, followed by price and brand recognition. Social media influence ranked last, suggesting that craftsmanship, consistency, and perceived value matter more than online visibility.
How often do Americans buy luxury items or services?
Luxury purchases are generally occasional rather than frequent. Half of consumers buy luxury only a few times per year, and many view luxury as a treat connected to a milestone, trip, birthday, or personal goal.
Are Americans willing to buy second-hand luxury?
Yes. Fifty-four percent of Americans said they would consider buying a luxury item second-hand or pre-owned to save money. The findings show that resale is becoming a more accepted and accessible path to premium products.
How much more will consumers pay for a luxury brand?
Many consumers are willing to pay between 10% and 50% more when a luxury product offers a clear improvement in quality, design, or experience. However, a large group is unwilling to pay extra for a luxury label alone.
What price points make a purchase feel luxurious?
Luxury thresholds vary by category. Americans commonly identify fine dining at approximately $200 to $400, hotels and resorts at $500 to $999, and technology or flights at $1,000 to $1,499 as luxury-level expenses.
Which brands do Americans consider luxurious?
Consumers frequently identify brands associated with quality, consistency, and improved daily life. Examples mentioned in the study include Apple, Samsung, Sony, Nike, Lululemon, Delta, Emirates, Qatar, West Elm, and Ashley Furniture.
What is emotional luxury?
Emotional luxury refers to products or experiences that improve comfort, happiness, peace of mind, or personal well-being. It reflects a shift away from buying primarily to display status and toward buying things that make everyday life feel better.
How was the Everyday Luxury study conducted?
The QuestionPro Market Research Services Team conducted the online survey from June 14 to June 18, 2025. A total of 1,008 U.S. adults age 18 and older completed the study, and all participants had made a discretionary purchase in a luxury-related category within the previous six months.
Survey Software
Easy to use and accessible for everyone. Design, send and analyze online surveys.
Research Suite
A suite of enterprise-grade research tools for market research professionals.
Customer Experience
Experiences change the world. Deliver the best with our CX management software.
Employee Experience
Create the best employee experience and act on real-time data from end to end.
