Americans are so focused on saving money that four in 10 are more likely to bring up a recent expense in the conversation if they’ve gotten a good deal on it — so they can brag about finding it.
That’s according to a new survey of 2,000 Americans of the general population, which found that 42% want to talk about their big finds.
Not only that, but eight out of 10 respondents are excited to share their secrets: they want to tell others where they can find the best deal.
Nationwide, the average respondent spends 62 minutes shopping online each week – adding up to around 54 hours per year.
Conducted by OnePoll and commissioned by Citi for the Citi Shop browser extension, the survey examined Americans’ shopping habits and their dedication to finding deals.
Within this, the survey revealed that for 52% of respondents, the habit of online shopping has increased over the past year. When shopping online, 71% said the most important thing is the price of the item, even more than the quality of the product (46%).
And with price as the most important factor, six in 10 Americans surveyed “always” or “often” look for a promo code or other offer before making an online purchase.
If it takes too long to find one, 37% said they won’t go ahead with their purchase.
Younger generations were more likely to abandon their purchase if they couldn’t find a deal – 51% of Gen Z and 46% of millennials surveyed agreed.
The results also revealed that 53% of respondents have items they would never pay full price for – unless there’s a deal.
“US consumers live busy lifestyles and shopping online has become a way of life,” said Anthony Merola, Head of Proprietary Products for US Brand Cards at Citi. “Today’s shopping tools, including browser extensions, have become a convenient resource for people to save time and money.”
With this dedication to finding deals, it’s perhaps no surprise that three-quarters (77%) of respondents self-identified as “savvy shoppers.”
Additionally, one-third of Americans believe that finding deals is their “shopping superpower,” with 34% choosing it as their “superpower,” beating out other options like getting free shipping (18%) or finding quality articles (12%) online.
When saving money, surveyed shoppers are more likely to use those savings to treat themselves afterward (26%).
They can also use their savings to pay off a bill (26%) or spend it on other essentials (26%). Additionally, shoppers surveyed said they would put the extra money into their savings account (25%) or use it to buy more (20%).
With seasonal shopping approaching, the survey looked at the extra mile some respondents would go to in order to get a good deal. Nationwide, one in 10 (11%) would be willing to queue for hours, while 15% of shoppers would set an alarm to remind themselves.
Most often, shoppers would download a specific app or browser add-on (32%), make a “game plan” (26%), or browse from multiple devices (26%).
“Now, with more convenient ways to find deals with shopping tools, everyone can be a smart shopper,” Merola explained. “You don’t have to worry about hunting for deals when your shopping automatically searches behind the scenes for savings at your favorite online merchants.”
Survey methodology:
This random two-choice survey of 2,000 Americans in the general population was commissioned by Citi between March 22 and 28, 2024. It was conducted by market research company OnePoll, whose team members are members of the Research Society of Market and have corporate memberships in the American Association for Public Opinion Research (AAPOR) and the European Association for Opinion and Marketing Research (ESOMAR).
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