If your online shopping habits have changed because money just doesn’t go as far as it used to, you’re not alone. As shoppers try to stretch their budgets, purchases are carrying more emotional weight and sometimes a little secrecy.
According to a survey of 1,072 U.S. consumers, 44% admit to having hidden purchases from someone, like a partner, family member, or friends.
- The top reasons that people give for hiding purchases are the item being expensive, unnecessary or impulsive, or personal and embarrassing.
- Ecommerce expert Marty Bauer says it’s less about secrecy, and “more about avoiding judgment.”
- The current financial landscape also has Americans looking for ways to cut costs.
- About two-thirds (66%) of consumers surveyed say they’ve switched to cheaper alternatives by choosing lower-priced brands (57%), switching to private-label or store brands (46%), opting for products with fewer features (29%), or buying second hand (26%), and about one-in-13 (7.5%) say they’re just buying less overall.
Concerns about rising prices are also changing when and how people shop with fewer shoppers willing to pay full price.
- 50% wait for sales or promotions before buying
- 43% compare prices across multiple websites
- 40% search for discount codes before checkout
- 60% abandon carts expecting a discount or reminder email
- 18.7% delay purchases even when they want the item
So, if you’re still spending like it’s 2019, consider yourself lucky, because most American consumers don’t feel like they have that luxury. These days, saving money isn’t just smart, it’s required, and that reality is changing more than just spending habits. For many shoppers, the cart is strategic and occasionally secret.
Source: Omnisend