# 'Funflation' is on the rise as hobbies get pricier, but consumers keep spending anyway

> **Open Intelligence Dossier** · First detected: 2026-09-28 07:40 UTC · Category: Business

## Executive Summary
Consumers keep spending on hobbies despite rising costs, fueling a modern economic trend known as funflation.

## Intelligence Brief
Recent reporting outlines an economic trend characterized by rising prices for recreational activities, hobbies, and entertainment, a phenomenon referred to in coverage as funflation. Outlets tracking this development include AOL.com, the Seoul Economic Daily, the Bank of America Institute, MediaPost, and CNBC. Coverage details how consumers in the United States continue to allocate funds toward leisure despite the increased expenses associated with these pastimes. Specific demographic groups, notably older millennials, are highlighted across the coverage as primary drivers behind this ongoing resurgence in recreational spending. Various media organizations emphasize different angles of this consumer behavior within the broader hobby economy.


According to reports from the Bank of America Institute and CNBC, the costs associated with personal interests and hobbies have escalated over time. MediaPost addresses the advertising sector, advising industry professionals to follow the money as consumer habits persist in spite of higher price tags. The Seoul Economic Daily notes that U.S. consumers maintain their spending habits on entertainment rather than pulling back, contrasting with expectations that higher prices might curb discretionary purchases. Context provided across the sources indicates that the trend encompasses a broad spectrum of leisure activities and hobbies that have grown increasingly expensive. The resilience of consumer spending in this specific sector runs counter to traditional economic assumptions regarding price sensitivity on non-essential items.


Publications point out that older millennials occupy a central role in sustaining this market demand. The ongoing financial commitment to leisure despite inflation defines the core of the current discussion across financial and general news outlets. Future developments will depend on how consumer spending patterns evolve within the hobby economy and whether advertisers adjust their strategies accordingly. Coverage does not yet specify whether rising prices will eventually dampen enthusiasm or if older millennials will sustain their current purchasing levels. Observers and industry analysts will continue monitoring data from institutions like the Bank of America to track shifts in funflation and consumer resilience.

## Multi-Source Evidence Table
| Source Outlet | Headline | Verification URL |
|---|---|---|
| CNBC | 'Funflation' is on the rise as hobbies get pricier, but consumers keep spending anyway | [Source Link](https://news.google.com/rss/articles/CBMiiAFBVV95cUxObWhtYURtTU1MRlMyMWp4Zk96WlBRMVdlQ0Qtc3ZvdUxTZTk0Mm9NSVA2U09KSzh5bTNjRUc5aUpmQ1RYOUN4bVBFbHREcHpacDBPRjd5dWpoMHdkVFcwNVphakFtcFZCQW9BZFJTUVFReUJUUkNWX242WG5yU1psTUZsd3o4V0Ru?oc=5) |
| The Patriot KEIB AM 1150 | 'Funflation' Rising, But Consumers Keep Spending | [Source Link](https://news.google.com/rss/articles/CBMisgFBVV95cUxORGZReHRiUmtObzFQY2FsMkxDUjFSQ1cwdTAtNm00dndlNUw2WW5vTUVCYlVndkNpWXNLUjBhVkR5cm8tbi05M3VvZmY5YkxsRE5KVC15ckNfcVcwU09kSU1lWXpDaGFzcU93QUNtcldNVE1TRzlRQXFtbExNQnFIbGxfaXNYOTAzWmFYVnFCM3JzOGtsSW45YVJfWjdCZHNSVjNkMWNsV2FzVTN0LWdJQTZn?oc=5) |
| simplywall.st | Why Funflation Could Lift JAKKS Pacific Stock And Other U.S. Hobby Retailers | [Source Link](https://news.google.com/rss/articles/CBMi2AFBVV95cUxPcks0YnY3bmUwN2xxUTl5X21mVUd6Z0tnNDJFTlNURjB4WEV2a1ZGSmk3OENuZUVERWtyLUlLeUdCb09qRkVxUlJDejNadWZLekN5aTZnQm9Bb3VRVm5YMXZ5dUQ2ZVRRcThLZXRHTlZFdjRORUFxZkNHMC13RUtxM1ZIdHZyNVNabEN4dVFoOGRFUHJGSHNsVVV0M2xqbS1FOXRCS2dwcjJfdE5LcFpndnF1ZEJsZlhac2N5ZC1ZTTRaZUFXeHlNX1BBTmFhbWFUS3V5Sm83ejPSAd4BQVVfeXFMTjI3YkhsRS1yMWphVl8tQVdOd25PN2dYcTBrN0prRl9DcTlnc1FUTTVxcjM1dG8zR0lBS0dVYW5RbjZ1X2xzME0tVnhxSWluMlNyNUlUNkhkc0JOTGZkVGRNWTZwZlhHY0s1NDE1MnVUVjdlbjF0WXZwaHV) |
| AOL.com | Older Millennials fuel 'funflation' resurgence | [Source Link](https://news.google.com/rss/articles/CBMikgFBVV95cUxNcUJJZGwtSzNjQ2ZWT0dOVW1FaUVzeVNoMWxTR2NlWTlzOEZNRU93Yi1lY2t2eTVjZ1dMblNST2tfX0E0RWZQNDVTeFBnNG1qR3AzTmZIQ05oamxtbXpnaGVralUwbFlQMFkzaDJDSHJXQUdSZDFxQ0JQZVNaSDlQLXNqd2pTZnJURmN5bUpUelJFZw?oc=5) |
| Seoul Economic Daily | U.S. Consumers Keep Spending on Fun Despite 'Funflation' | [Source Link](https://news.google.com/rss/articles/CBMiogFBVV95cUxOdVAyTlBZNVAzem5HeDR1XzdKOUZtM1cySE1jM01Oc3VyaXRjVW51bjdsekZ1TFBiNnZlQWt0LWJJWTlpMllPZVV2ZXB4Y2VxbUdneDFNcmFrUV9rTlRKSHJSY2xqVmNfNC13MFNCQlVEaFExaDUyQ1dhLVJ0ZW9MTG5PbDhyT3JHcDE0SDNzNDZqaUJhekVyb1AzZzJEODQyMFE?oc=5) |
| institute.bankofamerica.com | The hobby economy and the price of fun | [Source Link](https://news.google.com/rss/articles/CBMifEFVX3lxTE1yQUd0aUdMazBUa0pIcGdtQ05tR2RQQXNWRW81THNlMVZaSUxSLTVrT2VueC04SUJTWnk5VDRUNllDenFaU2pOWGR6RGo3TnRpZko1S1VJTElzTkxQMmZjaEJNMXhLX3pXNmJfZHAzbDlCRTU3RU5TMUJXU0g?oc=5) |
| MediaPost | As Price Of Fun Rises, Advertisers Are Advised To Follow The Money 09/25/2026 | [Source Link](https://news.google.com/rss/articles/CBMiqwFBVV95cUxNSG9NX2tDUW03ZUFpMTNhLXVGaWctUUFUNHptRnNYcDMtZGNHaVhiRFhNRll1SWRNaFFwODBPdE1lbDV0enYzR3c4eTRoYjJacktyVEFwRlZHWEtMOEVfOTg5Q08yV2pRZGJUY2xtWTA0MGVfS2dKLVZtYjQtaU44VXpQMlZKaHRmbTUzY210OUIxa1VSNmJ2ekZhX0ZnTGxmYWFDV0Z1bWpmaVE?oc=5) |
| CNBC | 'Funflation' is on the rise as hobbies get pricier, but consumers keep spending anyway | [Source Link](https://news.google.com/rss/articles/CBMiiAFBVV95cUxObWhtYURtTU1MRlMyMWp4Zk96WlBRMVdlQ0Qtc3ZvdUxTZTk0Mm9NSVA2U09KSzh5bTNjRUc5aUpmQ1RYOUN4bVBFbHREcHpacDBPRjd5dWpoMHdkVFcwNVphakFtcFZCQW9BZFJTUVFReUJUUkNWX242WG5yU1psTUZsd3o4V0Ru0gGOAUFVX3lxTE91ZU1hVXVmZWJCdnRLN1NpZFZkazBjT21nSHFobmZMV2VlZjFSTWtXX2FmV29UU0RMS01LVUkxRm5jMU5PZGwxRU92aThOemhKRTU1cDBobDZobWNKd1dhY01DQTh5MkxickRzTzB1aDZURkdVWGNfU1NaalV1WURUblBzX25WSEN4N3ZEZUE?oc=5) |

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*Canonical Source: https://pulse.byoviral.com/trend/2026-09-28/funflation-is-on-the-rise-as-hobbies-get-pricier-but-consumers-keep-spending*