Adtaxi’s 2026 survey finds nearly all consumers have adopted at least one cost-saving behavior—shifting spending toward quality-for-price, comparisons, and fewer discretionary purchases.
93% of Americans report using at least one cost-saving behavior, signaling widespread change in purchase habits.
Consumers prioritize “high quality for the price” (47%) over simply low price when judging value.
Common tactics: more price comparisons (49%), eating at home (42%), choosing cheaper brands (40%), and delaying big purchases (28%).
How saving money is changing the way consumers shop
Forty-seven percent of respondents identify "high quality for the price" as the primary definition of good value. That matters for retailers: competing on lowest price alone won't win these shoppers. They want perceived durability or effectiveness at a reasonable cost.
The survey lists specific behaviors consumers are using:
Taken together, these moves show a mix of short-term frugality (coupons, sales) and longer-term shifts (brand switching, fewer discretionary buys).
Spending on essentials versus discretionary items
More than half of respondents expect spending on essential household items to increase. At the same time, consumers are being selective with discretionary spending—especially categories like travel, dining out, and furniture. The survey notes that shoppers will still buy, but they'll choose when and where their dollars go.
How marketers and retailers should respond
Holiday pressure will sharpen choices
With the holidays approaching, Adtaxi and a recent McKinsey study suggest budgeting will tighten. Shoppers expect to maintain essentials spending levels but pare back on discretionary holiday outlays. Retailers that align offerings to perceived value and make trade-offs obvious (e.g., bundle savings, clear guarantees) can keep share even as shoppers tighten choices.
The shift is widespread and specific: nearly all Americans are using at least one money-saving strategy, and many define value as quality for price rather than cheapest option. Retailers and marketers should respond with targeted measures that make comparison and confidence easy for consumers while preserving brand credibility.
Recent earnings results suggest that the typical shopper is ‘employed, still spending, and increasingly disciplined about it.’
Faced with high prices, dwindling savings and slowing wage growth, Americans are searching for deals and unique merchandise while shying away from big purchases.
By Nathaniel Meyersohn, CNN New York (CNN) — Conventional wisdom says that American consumers are struggling and they’re hunting for the lowest prices to save money. But the K-shaped economy is narrowing, and a growing number of Americans have moved up the income ladder. They actually have more money to spend and are b
NEW YORK — Conventional wisdom says that American consumers are struggling and they’re hunting for the lowest prices to save money.
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