If U.S. stock prices continue to fall, wealthy consumers could slow their spending, putting further pressure on the U.S. economy and markets.
That could mean everything from fewer luxury cars and handbags being sold to reduced demand for top-end homes and fancy vacations.
Broadly, retail sales rose a less-than-expected 0.2% in February from January, the Census Bureau reported earlier this week. There are signs affluent consumers are holding back, too. Major airlines cut their guidance for the first quarter last week on expectations of weak demand. And U.S. credit-card spending on top luxury brands declined 5% year over year in February, Citi reported on March 11.
Though it’s “too early to tell” whether spending will contract, every dollar decline in the value of assets, such as stocks or real estate, leads to a two cent decline in spending among “upper-end consumers,” according to Joseph Brusuelas, chief economist at RSM U.S.
Brusuelas’ calculation describes the so-called negative wealth effect, when a decline in investment portfolio value affects consumer attitudes toward how much they can spend.
Today, the S&P 500 is struggling, down just over 1% on Tuesday , leading to a 4.5% decline year to date, after slipping into correction territory last Thursday.
Even that 10% decline doesn’t mean a pullback in spending by the affluent is imminent, Brusuelas told Barron’s .
But the “volatility, uncertainty, complexity, and ambiguity,” in geopolitical, economic, and market news coming out of the U.S. doesn’t bode well for luxury spending in particular, according to Erwan Rambourg, global head of consumer and retail research at HSBC.
“Luxury demand is holding up in the U.S., but I’m not sure for how long,” Rambourg told Barron’s . “There might be a lag between the data points, the markets, and the actual spending.”
In addition to sharp declines in stocks and cryptocurrency since mid-February, affluent Americans are facing a decline of 5.39% in the value of the U.S. dollar against the euro this year. By contrast, the euro lost 6.2% against the dollar last year.
The dollar’s decline not only affects the price of luxury goods—many of which are made in Europe—but the desire of U.S. consumers to travel and spend across the Atlantic, according to HSBC.
Another challenge is the uncertain trajectory of tariffs on goods from Canada, Mexico, and Europe.
“I’ve always thought that you bought luxury not because you were wealthy, but because you were confident about the future,” Rambourg said. “The whole tariff conversation—the reversals on Canada and Mexico—one day it’s 25%, the following day it’s postponed by a month, the following day, you have some exceptions…if you’re a business manager and if you’re a consumer, obviously that will affect your confidence in a big way.”
Still, wealthier consumers have a significant buffer in their investment portfolios, which have grown substantially over several years of upward equity returns, according to Katie Nixon, CIO of Northern Trust Wealth Management.
“In any given year, you expect to have 5% pullbacks almost routinely,” Nixon said. “It’s just that we haven’t had one in a while so this feels kind of extreme.”
Investors know that markets can fall significantly, as happened during the financial crisis in 2008 or during the early days of pandemic, according to Scott Zelniker, private wealth advisor at UBS Wealth Management. “More often than not, the market was up significantly 12 months later,” Zelniker told Barron’s .
One topic of conversation among Zelniker’s clients, however, is whether to buy the cars they are leasing when their agreements expire instead of re-leasing them as usual, considering the potential for tariffs to lead to higher-priced automobiles, he said. “They already have a contract with a price.” Why buy, or lease, a new car?
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The pandemic-fuelled love affair with casual footwear is fading, with Bank of America warning the downturn shows no sign of easing.
The pandemic-fuelled love affair with casual footwear is fading, with Bank of America warning the downturn shows no sign of easing.
The boom in casual footware ushered in by the pandemic has ended, a potential problem for companies such as Adidas that benefited from the shift to less formal clothing, Bank of America says.
The casual footwear business has been on the ropes since mid-2023 as people began returning to office.
Analyst Thierry Cota wrote that while most downcycles have lasted one to two years over the past two decades or so, the current one is different.
It “shows no sign of abating” and there is “no turning point in sight,” he said.
Adidas and Nike alone account for almost 60% of revenue in the casual footwear industry, Cota estimated, so the sector’s slower growth could be especially painful for them as opposed to brands that have a stronger performance-shoe segment. Adidas may just have it worse than Nike.
Cota downgraded Adidas stock to Underperform from Buy on Tuesday and slashed his target for the stock price to €160 (about $187) from €213. He doesn’t have a rating for Nike stock.
Shares of Adidas listed on the German stock exchange fell 4.5% Tuesday to €162.25. Nike stock was down 1.2%.
Adidas didn’t immediately respond to a request for comment.
Cota sees trouble for Adidas both in the short and long term.
Adidas’ lifestyle segment, which includes the Gazelles and Sambas brands, has been one of the company’s fastest-growing business, but there are signs growth is waning.
Lifestyle sales increased at a 10% annual pace in Adidas’ third quarter, down from 13% in the second quarter.
The analyst now predicts Adidas’ organic sales will grow by a 5% annual rate starting in 2027, down from his prior forecast of 7.5%.
The slower revenue growth will likewise weigh on profitability, Cota said, predicting that margins on earnings before interest and taxes will decline back toward the company’s long-term average after several quarters of outperforming. That could result in a cut to earnings per share.
Adidas stock had a rough 2025. Shares shed 33% in the past 12 months, weighed down by investor concerns over how tariffs, slowing demand, and increased competition would affect revenue growth.
Nike stock fell 9% throughout the period, reflecting both the company’s struggles with demand and optimism over a turnaround plan CEO Elliott Hill rolled out in late 2024.
Investors’ confidence has faded following Nike’s December earnings report, which suggested that a sustained recovery is still several quarters away. Just how many remains anyone’s guess.
But if Adidas’ challenges continue, as Cota believes they will, it could open up some space for Nike to claw back any market share it lost to its rival.
Investors should keep in mind, however, that the field has grown increasingly crowded in the past five years. Upstarts such as On Holding and Hoka also present a formidable challenge to the sector’s legacy brands.
Shares of On and Deckers Outdoor , Hoka’s parent company, fell 11% and 48%, respectively, in 2025, but analysts are upbeat about both companies’ fundamentals as the new year begins.
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