Gen Z Continues to Experience Higher Inflation, Says Numerator

In July, prices for everyday goods were up 2.6% versus a year ago, and down from 3.4% in June, according to research from Numerator. Prices for everyday household purchases decreased 0.4% in July, following a 0.7% increase in June and a 0.5% increase in May, per Numerator.

Numerator found that low-income and Gen Z consumers continue to experience higher levels of inflation for everyday household goods, as prices have increased 35.1% and 39.0%, respectively, for those groups since January 2018.

“Low-income and Gen Z consumers are experiencing higher inflation in part because they spend more on quick-service restaurants than the average consumer. Quick-service restaurant prices have increased 53.9% since January 2018, well above the 33.2% rise across the overall consumer basket,” Numerator wrote.

And while inflation may be cooling, Numerator noted that consumers aren’t feeling much relief. In Numerator’s July 2026 Economic Sentiment Tracker of over 2,000 U.S. consumers, 39% identified rising prices as their top concern for the coming year, nearly matching the record high reached in May 2026.

Meanwhile, retail sales rose again in July, marking the 10th consecutive month of gains, according to the National Retail Federation (NRF).

“Total retail sales, excluding automobile dealers and gasoline stations, were up 0.32% seasonally adjusted month over month and up 5.15% unadjusted year over year in July, according to the Retail Monitor. That compared with increases of 0.33% month over month and 9.41% year over year in June,” NRF wrote.