Ninety-nine percent of shoppers say they're concerned about inflation. But that concern isn't stopping them from spending. It's changing how they decide where, when, and what to buy.
Our national Shopper Pulse Study, conducted with 97% confidence and reflective of the U.S. population, shows consumers becoming more deliberate about value. They're comparing options, using digital savings tools, and weighing more than price when deciding which brands earn their business.
Here's what the data tells us about how shoppers are navigating the market right now.
Inflation Is Changing How Shoppers Make Decisions
Nearly every shopper surveyed expressed concern about inflation, but the broader financial picture is more nuanced.
More than half report household income growth year-over-year, and a majority expect their personal finances to improve over the next six months.
Rather than pulling back entirely, shoppers are becoming more intentional. They're comparing options, looking for ways to stretch their budgets, and making value a bigger part of the purchase decision.
For brands, the opportunity isn't simply to be the cheapest option. It's to make the overall value of a purchase clear.
Digital Savings Are Part of the Everyday Shopping Journey
Ninety-four percent of shoppers use at least one digital savings tool, including coupons, cashback programs, rewards platforms, browser extensions, promotional emails, or shopping apps.
These tools are no longer reserved for the most deal-conscious consumers. They're now part of how the vast majority of shoppers navigate purchases.
And savings aren't only being considered at checkout. Consumers are evaluating offers throughout discovery and consideration, which means brands have more opportunities to influence a purchase before a shopper reaches the final step.
Better Value Can Win Shoppers Away From Their Usual Brands
Seventy-one percent of shoppers say they're willing to switch brands for better value.
But value doesn't mean price alone. Consumers are also weighing rewards, discounts, convenience, trust, and the overall shopping experience when deciding where to buy.
That puts more pressure on brands to continually earn loyalty. Familiarity and past purchases still matter, but they may not be enough when another brand presents a stronger value proposition at the right moment.
Shoppers Are Ready to Act When the Offer Is Relevant
The research also shows that shoppers are highly receptive to savings tied to products they've already shown interest in.
Ninety percent would consider a savings or reward offer after viewing an item online. More than two-thirds are likely to use an offer delivered through email, browser extension, text, or app for something they've already considered, and more than half would engage with a bonus offer surfaced by a savings extension while actively shopping.
Cashback and rewards were also the most appealing online shopping benefit, selected by 70% of respondents, ahead of convenience at 64%.
The takeaway for brands is clear: consumers aren't just looking for savings. They're willing to act on them when they're relevant to what they already want.
For brands that can surface the right value at the right point in the journey, that creates an opportunity to turn existing interest into a purchase.
Download the full Minty Shopper Pulse Study to explore the complete findings and what they mean for your brand's approach to value, loyalty, and conversion.
Minty is the AI shopping companion that proactively unleashes savings for smart shoppers, creating more loyalty for the eCommerce brands they shop. As the pioneer of Proactive Commerce, Minty has 100's of millions of shoppers and is ranked a top 5 eCommerce tool