---
title: "Numerator Study Finds Financial Fears Among Consumers Rising"
url: https://burnaze.com/article/f82bcffa-c3ea-4255-ba28-87fabda255b6
source: "Franchising.com"
original_url: https://www.franchising.com/articles/numerator_study_finds_financial_fears_among_consumers_rising.html
author: "Kerry Pipes"
category: "Finance"
topics: ["Finance & M&A"]
published: 2022-11-09T08:00:00.000Z
modified: 2026-11-01T01:07:00.525Z
image: https://imgs.franchising.com/art/articles/7170_plate.jpg
---

# Numerator Study Finds Financial Fears Among Consumers Rising

**TL;DR:** Numerator's Consumer Sentiment Study found that financial concerns among consumers are rising, with 40% citing personal finances as their top concern and 65% having a high level of concern regarding the economy. The study also found that consumers are worried about the economy and a recession, but concerns about Covid are down.

*By Kerry Pipes, originally published in Franchising.com on 2022-11-09. [Read the original](https://www.franchising.com/articles/numerator_study_finds_financial_fears_among_consumers_rising.html).*

## Story

The percentage of consumers worried about their finances is on the rise again following a two month cooldown, according to new research from Numerator. Not surprisingly, consumers are also worried about the economy and a recession. The good news?

Consumer concerns about Covid are down. Numerator tracks purchase data and surveys buyers to monitor shifts in consumer behavior. The company’s monthly Consumer Sentiment Study keeps a pulse on how consumers are feeling about the economy, the pandemic, and other emerging market influences.

Here’s more from the company’s latest survey: -After a cooldown the past two months, financial concern rose once again in October, with 40% of consumers citing personal finances as their top concern for the coming months. -65% of consumers have a high level of concern regarding the economy, up five points from last month. -74% of consumers feel as though the country is in an economic recession, and 71% believe it will worsen in the next few months.

-For all shoppers, rising prices on essential goods and services and rising prices on gas/fuel are the main economic concerns (72% of consumers, each). -Consumers say they’re currently uncomfortable splurging on premium items (75% of consumers) or taking money out of personal savings/retirement accounts to spend (72%). -Spending cuts are common across income levels; shoppers anticipate cutting back on eating out (44%) and travel (41%) in the coming months to offset rising prices.

-However, while consumers are increasingly concerned about the economy, pandemic concerns have dropped significantly. Only 4% of consumers cite the pandemic as their primary concern in the next few months. For the first time since the beginning of the pandemic, the portion of consumers with a “high level” of concern over Covid-19 (25%) fell below those with a “low level” of concern” (26%).

## Entities

- Franchising.com (publication)
- General (sector)
- Kerry Pipes (person)
- Numerator (company)
- consumer sentiment (topic)
- economic recession (topic)
- financial concerns (topic)

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Originally reported by Kerry Pipes, Franchising.com (https://www.franchising.com/articles/numerator_study_finds_financial_fears_among_consumers_rising.html). Summarized by Burnaze (https://burnaze.com/article/f82bcffa-c3ea-4255-ba28-87fabda255b6).