Rising Prices Prompt 42% of Consumers to Delay Non-Essential Purchases

Consumers are becoming increasingly intentional with their spending as economic pressures like inflation and tariffs continue to shape financial decisions. From delaying purchases to leveraging digital tools and loyalty programs, shoppers are actively seeking ways to stretch their budgets, as found by a recent study from Wunderkind. These shifts signal a broader trend toward more disciplined, value-driven behavior across all generations.

• The most common behavioral adjustment being made by consumers is waiting longer before buying non-essential items, cited by 42% of respondents. With Boomers, that share was even higher (54%). 
• 38% of shoppers say they’re taking more time for comparison shopping, and 30% are browsing more websites before buying something. For Gen Z, browsing is even more important (38%), and 17% of this younger cohort is also subscribing to brand emails or texts to get deals. 
• 25% of respondents say they’re joining more loyalty or rewards programs, with 14% subscribing to deal alerts. 
• Only 18% of consumers say they’re taking no additional actions. 

Wunderkind notes, “For brands, this highlights the urgency of maintaining competitive pricing, investing in smart digital engagement strategies and leveraging loyalty incentives to stay relevant in a frugal-first economy.”

Get more consumer insights around tariffs by downloading Wunderkind’s full report here.