#United States #Charleston #online shopping #consumer habits #budget crisis

Changing Shopping Habits Under Financial Pressure

As American consumers face tightening budgets, their online shopping behaviors have shifted considerably. A recent survey conducted by Omnisend, involving 1,072 adults across the US, reveals compelling insights into how financial constraints are influencing not just what Americans buy but how they feel regarding their purchases.

Widespread Concealment of Purchases

Surprisingly, 44% of respondents admitted to hiding online purchases from someone. This secrecy often directs itself towards significant others, such as spouses (21%), children (14%), and even parents (12%). The reasons cited for this behavior varied: 17% justified their secrecy by pointing to the high cost of the items, while 15% felt their purchases were impulsive or simply unnecessary. Additionally, a similar 15% expressed that their purchases were either personal or embarrassing.

Marty Bauer, an Ecommerce Expert at Omnisend, explained that with increasing financial accountability, every purchase looms larger and often requires justification or even concealment to avoid judgment from others.

The Shift to Cheaper Alternatives

Amid this psychological shift, many consumers have begun opting for lower-cost products. The survey highlighted that two-thirds of Americans (66%) have frequently or occasionally decided to switch to more affordable alternatives over the past year. Specifically, 57% of participants mentioned that they had chosen lower-priced brands, while 46% reported a preference for store brands. In addition, 29% leaned towards simpler products with fewer features and 26% mentioned buying second-hand or refurbished items. In stark contrast, a mere 7.5% stated they didn’t substitute products at all but simply purchased less.

This shift in preference is significant, as it indicates a growing trend of prioritizing affordability over brand loyalty.

The New Consumer Mindset

The change in shopping behavior is not only focused on the products themselves but also the process of purchasing. Price sensitivity is keenly felt, with half of the survey respondents (50%) admitting they wait for discounts or sales before making purchases. Beyond waiting, numerous shoppers have started to actively seek better deals by comparing prices on various platforms (43%) or hunting for discount codes prior to checkout (40%).

Moreover, a noteworthy 60% reported abandoning online shopping carts, often expecting to receive discounts or reminders to complete their purchases. In some cases, shoppers may delay the acquisition of desired items despite wanting them—in fact, around 18.7% described having to hold off on purchases even when they desired the products.

Implications for E-commerce

The trends emerging from these findings suggest that the constantly promotional and discount-driven e-commerce landscape has created consumer expectations that require companies to adapt swiftly. Bauer posits that consumers have been trained to perceive the initial price they see as negotiable. Thus, shoppers have redefined their approach to purchases—seeking to avoid full prices is becoming part of the shopping experience itself.

Conclusion

This survey commissioned by Omnisend reflects the changing economic landscape and its significant effect on American consumer behavior. The study, conducted in January 2026, with a margin of error of approximately 3%, provides a clear indication of how financial pressures are shifting not just spending habits, but the deep-seated psychology behind those spending decisions. As brands and marketers seek to navigate this new terrain, understanding these consumer sentiments will be crucial for adapting to the evolving marketplace.