Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

People are operating with a heightened perception of value

Critical Spenders

United States

Shopping

Savings and investments

Retailers are making a jump-start on the holiday shopping season and have already begun rolling out holiday-themed items and deals to cater to pocket-conscious shoppers. In an era of economic turbulence, people are growing more strategic with their spending to stretch their budgets.