The Price of Happiness: Americans Feel Guilty After Spending on Things That Bring Them Joy

A consumer purchases a coffee using their credit card. —The Good Brigade/Getty Images Paying for a fancy coffee, a trip to the cinema, or a dinner out can trigger a burst of happiness —that is, before the guilt sets in.

Nearly three-quarters of Americans said they feel guilty when they spend money on things that give them a little joy, according to a new Cost of Life Today report by Ally Bank.

The YouGov survey, which polled more than 5,000 American adults, found that financial pressures are making happiness harder to afford, with the average American adult scoring 54.2 out of 100 on Ally’s “Joy Index,” which measures people’s ability to afford and prioritize happiness, how frequently they experience it, and how resilient it remains under financial stress.

The report comes during a cost-of-living crisis that has squeezed household budgets around the world.

In the U.S., home prices have risen around 45% since 2020, while outstanding credit card debt remained at near record highs at $1.26 trillion in the second quarter of this year.

Those pressures have intensified as President Donald Trump’s war against Iran has disrupted shipping through the Strait of Hormuz, driving up gas prices and the costs of fertilizers and other commodities.

Affordability appears to be a defining concern for American voters, with both progressive Democratic candidates and Republicans campaigning on promises to lower everyday costs.

Why rising costs are making Americans feel guilty about spending Rising costs are creating a squeeze on how much people can enjoy their non-necessary purchases.

Although 68% of respondents report spending on "joy" every month, just 15% said that joyful purchases and experiences are easy to afford, and only 20% said it is easy to afford essential expenses.

Seventy-seven percent of respondents said they reduce, delay, or avoid spending on joy at least occasionally because of financial pressures or other priorities.

Around 70% of respondents feel stressed at least monthly by balancing joy with financial responsibilities, and 69% feel overwhelmed by financial responsibilities at least monthly.

Women are more likely to experience guilt around spending.

Three-quarters of women respondents felt some guilt when spending on personal joy and 25% felt a lot of guilt, compared with 68% and 15% of men, respectively.

Having more money could also bring you more joy.