40% of Online Shoppers Turn to Brand Websites for Best Deals

As tariffs and higher prices shift consumer priorities, shopping habits in 2025 are evolving quickly to keep up. Wunderkind’s June U.S. consumer impact survey highlights a variety of these changes and how consumers are reacting, including when it comes to online shopping. One key finding: With a majority (58%) of consumers feeling either cautious, pessimistic or panicked about the economy, the search for value is intensifying.

• 40% of overall survey respondents say they visit brand websites directly to get the best deals, with that share rising for Gen Z (45%) and women (43%).
• Browser extensions and price-tracking apps are especially popular among younger consumers, used by 36% of Millennials and 32% of Gen Z, vs. a mere 7% of Boomers. 
• Millennials and Gen Z are also more receptive to brand communications, with 19% and 16%, respectively, subscribing to deal updates, compared to 12% of total respondents. 

Wunderkind says this “highlights a significant opportunity: getting consumers into your database remains one of the most effective ways to drive future engagement, and a large untapped audience still awaits the right incentive. For brands, the message is clear: invest in digital touchpoints and targeted promotions that reward research-driven shoppers.”

Get more insights around how tariffs are affecting consumers by downloading Wunderkind’s June report here.