Florida Consumer Sentiment Rises in January
Florida’s consumer sentiment index rose in January as views of personal finances and spending improved, even as economic uncertainty persists.
GAINESVILLE, Fla. — Consumer sentiment among Floridians increased in January, rising 2.3 points to 77.2 from 74.9 in December. National sentiment also rose, increasing 3.5 points over the month.
Florida consumer sentiment increased at the beginning of the year, reflecting more positive views of personal finances and spending plans. The period was marked by continued economic uncertainty, including renewed trade tensions, persistent inflation pressures and the Federal Reserve’s decision to keep interest rates unchanged. Taken together, the data suggest sentiment improved even as broader economic uncertainty remained elevated, said Hector H. Sandoval, director of the Economic Analysis Program at UF’s Bureau of Economic and Business Research.
Among the five components that make up the index, four increased in January and one declined.
Floridians’ opinions about current economic conditions were relatively optimistic. Views of personal financial situations compared with a year ago increased 4.7 points, from 68.7 to 73.4, representing the largest increase among the five components this month. Similarly, opinions about whether this is a good time to buy a big-ticket household item, such as a refrigerator or furniture, rose 4.5 points, from 62 to 66.5. These positive views were shared by most Floridians, except those with annual incomes above $50,000, who reported less favorable opinions about their personal financial situations.
Expectations about future economic conditions were mixed. Expectations of personal financial situations one year from now declined slightly, falling four-tenths of a point from 89.1 to 88.7, although men reported more optimistic views. In contrast, expectations regarding U.S. economic conditions over the next year increased 2 points, from 76.6 to 78.6, and expectations for U.S. economic conditions over the next five years rose seven-tenths of a point, from 77.9 to 78.6. These positive views of the national economy were shared by most Floridians. However, women and those with annual incomes under $50,000 expressed more pessimistic views about the short-term national outlook. Women, people younger than 60 and those with annual incomes above $50,000 reported more pessimistic views of the long-term outlook.
“The year begins on a positive note for consumer sentiment. However, it is important to note that sentiment remains about 10 points below the levels observed at the beginning of 2025. Over the past year, particularly during the first four months of 2025, sentiment declined amid policy changes and heightened economic and policy uncertainty. While January’s results suggest that rising uncertainty and increasing consumer sentiment can coexist, developments in trade policy could raise business costs going forward. In addition, with the Fed pausing further rate cuts, borrowing costs for mortgages, auto loans, and credit cards are unlikely to decline substantially in the near term. Persistent inflation also continues to place pressure on household budgets, especially for lower- and middle-income families,” said Sandoval.
“Looking ahead, consumer sentiment may recover further, but this will depend in large part on a reduction in economic and policy uncertainty, which remains an important risk to sustained improvements in confidence,” Sandoval added.
Conducted Dec.1 to Jan. 29, the UF study reflects the responses of 364 individuals who were reached on cellphones representing a demographic cross section of Florida.
Data are weighted based on Florida county of residence, age group, and sex to ensure representativeness of the Florida population. The population figures used for weighting (targets) are obtained from the Population Program of the Bureau of Economic and Business Research (BEBR), which produces the official population estimates for the state of Florida. Phone data quality is maintained by monitoring and reviewing interviews and prevention of duplicate records.
The index used by UF researchers is benchmarked to 1966, which means a value of 100 represents the same level of confidence for that year. The lowest index possible is 2, and the highest is 150.
Source: University of Florida
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