# Household Demand Supports U.S. Stocks as Retail Trading Slows

By Enna Lee

Canonical URL: https://www.tokenpost.com/news/investing/40562
Published: 2026-10-25T14:59:47.000Z
Updated: 2026-10-25T14:59:47.000Z
Section: Investing

> Goldman Sachs says households remain the largest owners of U.S. equities, with exposure through direct stock holdings, funds and retirement accounts.

Goldman Sachs says household demand remains a source of support for U.S. stocks even as retail investors have sharply reduced their stock trading in recent months. The bank’s assessment comes as selling pressure increases and the supply of shares grows.

U.S. households are the largest owners of domestic equities. Their exposure includes stocks held directly, as well as investments through funds and retirement accounts.

Consumer confidence, savings, employment and interest rates may affect household investment behavior. Goldman Sachs also identified potential economic disruption from artificial intelligence as a factor that could influence how households invest.