Continuing a long‐standing trend in the U.S. Social Security Administration database of first names (N = 358 million), American parents were less likely to choose common names for their children between 2004 and 2015, including the years of the Great Recession (2008–2010). These trends were similar in California (severely affected by the recession) and Texas (less affected). Over a longer time period (1901–2015), cyclical economic indicators were either not correlated with common names (e.g., stock market performance) or worse economic times predicted fewer common names. The results are consistent with increasing individualism, with limited support for the idea that economic threat leads people to embrace uniqueness and no real support for the idea that economic deprivation leads to more communal name choices.