The October 2026 Bonial barometer shows a record level of pessimism among the French population, with 89% expressing negative sentiment about their purchasing power. The From purchasing power to desire to purchase barometer, conducted by OpinionWay for Bonial between September 9 and 10, 2026, shows an increase of 3 percentage points since May 2026, signaling a critical decline in household morale. This reflects growing concerns about financial stability and the ability to afford basic needs and desired goods. For 54% of the French, September 2026 was the most expensive month of the year. Taxes were cited by 42% of respondents as the primary reason for rising costs, followed by food, transport, and insurance. Le Monde reports that this combination of rising expenses and stagnant incomes is creating a "scissors effect," where essential costs increase while wages remain flat, squeezing the budgets of modest households even further. In response to these financial pressures, 60% of the French postponed planned purchases in September, hoping for better days or promotions. Items like household appliances, clothing, and home improvement projects were most frequently delayed. However, this deferral often masks a more permanent decision to abandon certain purchases altogether. According to Fabien Dutrieux, Marketing Director of Bonial, 54% of respondents have given up on specific projects, ranging from holidays to leisure activities. A study by INSEE, relayed by Les Échos, highlights a shift in consumer behavior toward survival-based spending, as households prioritize necessities over discretionary purchases. As a last resort, 42% of the French tapped into their savings to cover September expenses, indicating a growing gap between income and living costs. Only 57% of the French can still afford occasional pleasures, a historically low figure. The "desire to purchase"—or the ability to buy out of preference rather than necessity—is declining sharply, making pleasure-related spending unattainable for nearly half the population. The fashion, culture, and leisure sectors are already feeling the effects of this shift, while 63% of the French limit their spending to the strict minimum, focusing on essentials like food, housing, and energy. Young people aged 18 to 24 are particularly affected by the crisis, with 73% of them revising their subscriptions compared to 51% of those aged 65 and over. This group, often seen as more inclined to spend, is now showing stricter budget management, leading to a rise in the cancellation of digital services. Parents with children are also significantly impacted, with 67% of them considering the cost of the school year heavier than before. Among parents of two children, this figure rises to 75%, highlighting growing inequality in access to education and after-school activities. According to Bonial, the current budget decisions made by households are crucial to monitor in the coming months. If these deferrals turn into permanent abandonments, household consumption—France's main driver of economic growth—could slow down permanently. Non-essential sectors may face a deflationary spiral, which could negatively affect employment and investment. The fourth quarter of 2026 will be a key indicator of whether households regain financial flexibility or if a deeper confidence crisis takes hold, potentially undermining the expected economic recovery in 2027.