Survey: Americans buying cheaper brands, fewer features
Financial pressure is changing what Americans buy.
Two-thirds (66%) of Americans say they've switched to cheaper alternatives often or occasionally in the past year, according to new survey data from email and SMS marketing platform Omnisend. For many, that means trading brand names for more affordable options, with 57% choosing lower-priced brands.
The survey found that 46% respondents switched to private-label or store brands, and 29% chose simpler products with fewer features. One-quarter (26%) bought second-hand or refurbished items. Only 7.5% say they don't substitute products and instead just buy less.
Price sensitivity is also shaping the path to purchase, according to the report. Half of Americans (50%) say they wait for sales or promotions before buying. Many take additional steps to avoid paying full price:
- 43% compare prices across multiple websites;
- 40% search for discount codes before checkout; and
- 60% abandon carts often or occasionally expecting a discount or reminder email.
Also, nearly one-in-five (18.7%) delay purchases even when they want the item.
“Consumers have been trained to believe the first price isn't the real price,” said Marty Bauer, e-commerce expert at Omnisend. “After years of constant promotions, shoppers expect a better offer to show up. Waiting has become part of the checkout process, and paying full price can feel like leaving money on the table.”
In other findings, 44% of Americans say they've hidden an online purchase from someone. Deal-driven behavior appears to be fueling that tension. Fifty-eight percent admit they've purchased something primarily because it felt like a good deal — even if it wasn't needed.
“When money is tighter, purchases carry more weight — and sometimes that means keeping them private,” said Bauer. “It's not as much about secrecy for secrecy's sake, but more about avoiding judgment.”
The survey was commissioned by Omnisend and conducted by Cint in January of 2026, polling 1,072 consumers from the U.S. about their shopping habits from the last 12 months.
