Americans can count the ways they’re invested in this year’s election.

Beyond the U.S. economy, one in two believe the outcome of the 2024 Presidential race will directly impact their personal finances, according to Empower research. In fact, a quarter (24%) say the winner helps determine “whether I’m rich or not.”

People feel their retirement plans may also hang in the balance. One third (34%) state the election is a major predictor of their retirement timeline and financial security – causing them to work longer, or have a shorter retirement (40% Gen Z, 39% Millennials).

From the top of the ticket to the bottom line, people see a link between their own prosperity and the highest office in the land.

— The Editors 

🤑 $5 and a dream: Lottery players will pay $5* per ticket – more than double the current cost of $2 – to take their chances at the Mega Millions. The upcoming price increase, starting April 2025, is part of an effort to offer larger jackpots and improve ticketholders’ odds of winning the 22-year-old lottery game. The windfall for those who strike the lucky numbers would come in handy for the 41% of Americans who say they’ll save more cash based on the outcome of the election.

✈️ A ticket to paradise: The golden (and glamorous) age of travel is taking off with Pan Am back in flight, offering a 12-day private trip for 50 passengers – its first aviation excursion in three decades. A solo-travel ticket will cost $65,500* with stops in Lisbon, Marseille, London and Foynes. Those with a more grounded approach to spending (and saving) say they’ll make concrete money moves based on who wins a seat in the Oval Office: Empower research shows 41% will add more money to their emergency savings and be more frugal with their spending (45%). 

📈 6000 points strong: The S&P 500* has climbed 60%* in two years, including a rare 2.1%* gain in September (since 1928, the month experiences losses 55% of the time, usually dropping 1.1% on average). Historically, the market rises in the fourth quarter, and if the S&P sticks with this average, some experts predict the index could end the year at a historic 6000. Following the leader board is an investment many Americans are making: More people say they are closely following the 2024 Presidential race than the stock market (67% vs. 33%), according to the Empower study. 

Market (match)makers

Ever wondered how the matching algorithms work for dating apps, or how newly minted doctors are connected to their first residency jobs, or how online ads are compatible with a person’s interests? There’s an auction for that. And a science behind it.

Nobel laureate Stanford economist (and Emmy winner), Paul Milgrom, is famous for his work revolutionizing the field of auctions – and designing the rules of markets like these. Milgrom’s company, Auctionomics, co-founded in 2008 to solve the pricing and selling of assets during the financial crisis, now works with some of the biggest companies around the globe – including Google.

Nearly all of Google's $328* billion in annual revenue is generated in auctions – making this field an important ticket to modern commerce. 

The money moves on the ballot

Chief among the issues at stake, many Americans (42%) believe the winner of the Presidential election will get inflation and prices under control, making things more affordable (47% men, 38% women) at a time when many Americans say they’re feeling “The Big Shrink.”

🏡 A white house: One third say the winner of the Presidential election will make it easier to reach their personal financial goals; like the 33% who say the victor will make it more affordable to buy a home (42% Millennials), according to Empower research.

☀️ Retirement ready or not: Inflation and rising prices (45%), the state of the economy (37%), and access to a retirement plan (23%) are top factors people say influence their ability to retire on time and securely, which is one reason they remain core issues in the election.

🔮 Predicting the future: Still, voters are mixed about how the 2024 Presidential election will affect their retirement: 26% say they will never be able to retire; 29% overall say they’ll have more money in retirement (35% men, 24% women; 38% Millennials). Thinking about the 2024 election results, many remain optimistic about the future: 31% overall say they’ll likely be more financially secure in retirement.

The golden ticket

The Consumer Price Index showed a 7.2%* increase in the price of admission to sporting events over the last year, so some fans may be rooting for the home team – from home.

The NFL averaged 21 million viewers per game for its opening week, its highest on record, up 12%* from last year. The thrill of spectating can be a pay-off, but today’s pro athletes are also scoring big with some of the largest ever prize purses in major tournaments.

Vince Lombardi Trophy or not, players who make it to the Super Bowl can count on a cash award: Winners of Super Bowl 58 were eligible for a $164,000 bonus, $7,000 more than the prior year, and losers were eligible for $89,000. The 2024 U.S. Open paid out its largest purse in the history of the game, dividing a $75 million cash prize among players, and generating about $514 million in revenue. The PGA Tour awarded nearly $400 million in prize money in 2024.

The business of sports can be a golden ticket for some power players, with the overall industry expected to reach $260 billion by 2033.