Most Americans are trying to save money, and it’s changing the way consumers shop

In 2026, value takes precedence over everything else, with factors such as quality, promotions, and trust becoming key for consumers before they make a purchase.

Adtaxi’s 2026 Consumer & Economy survey revealed that shoppers are shopping, but being careful about what they buy.

For instance, 93% of Americans have adopted “at least one” cost-saving measure as economic uncertainty remains a reality.

And again, value is paramount, with 47% of consumers picking “high quality for the price” as a prime characteristic of what defines “good value” as opposed to just a cheap price tag.

Meanwhile, nearly half (49%) of those surveyed said they’re comparing prices more frequently, while 42% are eating at home more often and 40% are opting for less expensive brands.

Another 39% are cutting back on discretionary purchases, while 34% are holding out for sales. Coupons and cash-back offers are being used by 28% of consumers, and the same share are putting off major purchases.

Ultimately, however, more than half% expect spending on essential household items to increase, while being more selective with discretionary spending reshaping multiple consumer categories.

“Before marketers can understand purchasing behavior, they need to understand how households perceive their own financial stability,” Murry Woronoff, director of research at Adtaxi, said in a statement. “Our survey found consumers aren’t withdrawing from the marketplace—they’re adopting practical habits that help preserve purchasing power.”

And with the holidays on the horizon, this shopping behavior will likely come under a finer focus.

Per a recent Mckinsey study, consumers are already budgeting for holiday shopping. While they expect to spend just as much on essentials such as gas and produce as last year, many will cut back on discretionary purchases such as travel, eating out, and furniture.