EXCLUSIVE: Here’s how consumers try to get discounts
An overwhelming majority of consumers are willing to wait to make a purchase in hopes of obtaining a discount.
Results of a new U.S. consumer survey exclusively released to Chain Store Age by CouponFollow reveal that nine in 10 (91%) respondents delay purchases to wait for a discount, with 61% willing to wait a month or longer and 8% saying they will wait indefinitely.
A leading 37% of millennial respondents say they have waited six months or more for a single item, compared to 29% of Gen Z, 27% of Gen X, and 21% of baby boomer respondents.
Almost four in 10 (38%) all respondents delay purchases to wait for a discount most of the time or always, including with 41% of Gen Z and 39% of millennial respondents. On average, respondents said they need at least a 26% discount before the wait feels worth it.
Looking at what product categories customers are more likely to wait to purchase in hope of a discount, electronics and tech topped the list at 79%, while clothing and fashion came in second at 48%. CouponFollow analysis suggests both these categories tend to follow predictable discount cycles, which makes it easier to know when a price cut is coming.
In addition, close to two in three (64%) respondents have ended up walking away from items entirely after missing a deal window, with the average abandoned purchase valued at $183. Six in 10 have had items sell out while they were holding off, while 54% have forgot about a purchase they were waiting to get discounted altogether.
Emotional response to discounts
- Nine in 10 (91%) respondents said they feel annoyed when something they bought at full price goes on sale shortly after.
- Six in 10 respondents said they've felt anxiety when deciding whether to buy a product or hold out for a discount.
- Nearly half of respondents (48%) said getting a great deal brought more satisfaction than the product itself.
Other findings
- Nearly three-quarters of respondents (73%) said holiday and seasonal sale cycles are the strongest signal that a discount is coming. Promotional emails came in next at 64%.
- On average, respondents checked 3.3 retailers before completing a purchase.
- Two-thirds (65%) of respondents create new accounts purely to unlock a first-time discount.
- Slightly more than half (51%) of respondents have intentionally abandoned an online shopping cart, hoping to receive a discount email from the retailer.
- Close to three in 10 (28%) respondents have used AI tools like ChatGPT, Google Gemini or Perplexity to research pricing trends or deal timing.
[READ MORE: EXCLUSIVE: Consumer comfort, interest in AI shopping assistants grows]
"Consumers are basically becoming mini retail analysts now,” Clay Cary, senior trends analyst at CouponFollow, said in commentary emailed to Chain Store Age. “A few years ago, people might’ve casually Googled a coupon before buying something. Today, they’re asking AI tools whether prices are likely to drop next week, comparing historical pricing trends, and even figuring out the best day to buy. Shopping has turned into a game of timing, and consumers are getting a lot smarter about how they play it."
CouponFollow surveyed 1,000 U.S. adults in March 2026 about their purchase delay habits, deal-hunting behaviors, and emotional responses to pricing.
