Deal-Hunting on the Rise as Shoppers Adjust to Economic Pressures
35% of consumers say they're seeking deals more often, according to a Wunderkind study.
Economic pressures, driven by price increases and tariff uncertainty, continue to reshape both in-store and online shopping behaviors. An August study conducted by Wunderkind shows that consumers are prioritizing value, reducing discretionary spending and actively seeking deals.
Online, shoppers are expanding price-comparison activity, especially Gen X, and younger generations increasingly use browser extensions, coupon apps and social media groups for shopping tips. A few highlights from the study:
- Value-driven spending: Many shoppers are tightening budgets: 35% seek deals more often, 31% cut non-essentials and 31% shop less overall.
- Demographic patterns: Women lead in deal-hunting (37%) and cutting non-essentials (36%), while men more often check product origins (16%).
- Generational differences: Gen Z is most likely to switch brands (22%) and check sourcing (19%); while Boomers are most likely to cut spending (42%), but rarely change retailers (4%).
- Digital deal-hunting: 37% visit more sites to compare prices, with that share climbing to 49% with Gen X. Millennials lead in coupon app adoption (22%) and Gen Z is driving use of social media groups for shopping tips.
- Tariff sensitivity: 34% became more price-conscious after the August 1, 2025 tariff deadline, especially Gen X (44%) and women (37%).
While some consumers remain unaffected, Wunderkind notes that these behavioral shifts highlight opportunities for brands to win share through visible savings, transparent sourcing and targeted acquisition strategies.
Get more insights by downloading Wunderkind’s August 2025 U.S. Tariffs Consumer Impact Survey here.
