After School by Casey Lewis

Brontë Blush and Buzzballz Barbells

Bank of America’s latest consumer‑spending report shows Gen Z’s alcohol budget shrinking while fitness‑related outlays surge. Liquor, wine and beer purchases fell 5% year‑over‑year in January, yet bar‑tab spending rose about 4%. Card data reveal that gyms, golf courses and country clubs are capturing the freed‑up dollars, especially among 21‑34‑year‑olds. Parallel indicators—from record UK gym memberships to a marathon‑running boom—confirm a broader wellness pivot among younger consumers.