The January 2026 Prosper Consumer Snapshot provides a detailed analysis of American economic sentiment and purchasing behavior based on a survey of over 7,500 participants. While overall confidence in the economy has softened compared to previous years, individual happiness remains steady as households adapt to ongoing price pressures. Consumers are increasingly prioritizing essential needs and practical shopping strategies, though they appear less financially strained than they were a year ago. The report highlights a growing reliance on value-driven digital memberships, with Walmart Plus seeing a notable rise in adoption. Despite a cautious outlook for the winter months, intentions for major purchases like vehicles have remained resilient or even improved. Ultimately, the data suggests that while inflation remains a concern, shoppers are managing their budgets with more stability and precision.