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NEW YORK — In an era of digital consumerism, a new survey reveals that Americans are becoming increasingly savvy when it comes to online shopping, with a strong focus on finding the best deals.
The study, commissioned by Citi for the Citi Shop browser extension and conducted by OnePoll, paints a picture of a nation obsessed with bargains and eager to share their money-saving victories. The survey of 2,000 Americans uncovered that a whopping 77% self-identified as “savvy shoppers,” with 34% claiming that finding deals is their “shopping superpower.” This bargain-hunting mentality has become so ingrained that 42% of Americans are more likely to bring up a recent purchase in conversation if they scored a good deal on it.
The average American now spends 62 minutes shopping online each week, totaling approximately 54 hours per year. For 52% of respondents, their online shopping habits have increased in the past year. Price has become the most crucial factor for 71% of shoppers, even surpassing product quality (46%) in importance.
Six in 10 Americans “always” or “often” look for a promotion code or other offer before completing an online purchase. The quest for savings is so strong that 37% of respondents said they wouldn’t proceed with a purchase if it takes too long to find a deal, with this percentage rising to 51% among Gen Z and 46% among millennials.
“American consumers live busy lifestyles and online shopping has become a way of life,” says Anthony Merola, Head of Proprietary Products for U.S. Branded Cards at Citi, in a statement. “Today’s shopping tools, including browser extensions, have become a go-to resource for people to conveniently save on time and money.”
The survey also shed light on how Americans use their savings. Respondents were equally likely (26% each) to treat themselves, pay off a bill, or spend on other essentials with the money they save from deals. A quarter of shoppers said they would put the extra money in their savings account, while 20% would use it to shop more.
As seasonal shopping approaches, the survey explored the lengths to which some Americans would go to secure a good deal. While 11% would be willing to wait in line for hours, and 15% would set an alarm to remind themselves, more common strategies included downloading a specific app or browser extension (32%), making a “game plan” (26%), or browsing from multiple devices (26%).
“Now, with more convenient ways to find deals with shopping tools, everyone can be a savvy shopper,” Merola explains. “You don’t have to worry about searching for deals when your shopping automatically searches behind the scenes for savings at your favorite online merchants.”
Survey methodology:
This random double-opt-in survey of 2,000 general population Americans was commissioned by Citi between March 22 and March 28, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).
