Read our full analysis for a more in-depth look at these trends.
The hobby economy and the price of fun
Consumers are paying more for fun as Millennials and Gen Z reshape how they spend their leisure time.
September 2026
Key takeaways
- Consumers are spending more on hobbies. Hobby spending rose 7.9% year-over-year (YoY) in August, but this was more than double the pace of transaction growth, suggesting the reemergence of "funflation" in hobbies, according to Bank of America card data.
- Older Millennials are the biggest hobby spenders, according to Bank of America card data, despite having the least amount of leisure time of any generation. They also have the highest share of the population with hobby spending, though this likely reflects both personal interests and spending on their kids.
- Gen Z's hobby habits are evolving. While hobby purchases have slowed sharply, younger consumers continue to devote significant leisure time to gaming, with over a quarter of Gen Z having some type of online or video game spending, according to Bank of America card data.
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