Last updated May 27, 2025
Written by the Squealmydeal Team
Something remarkable happened in 2021.
As the world emerged from pandemic lockdowns, consumers faced a perfect storm of supply chain disruptions, labor shortages, and unprecedented stimulus spending.
The result? Inflation rates not seen in four decades.
Fast forward to 2025, and inflation has reshaped how Americans shop, save, and spend. A staggering 87% of consumers now actively seek discounts before making purchases—up from 65% in 2019.
For context: it took a decade after the 2008 recession for discount-seeking behavior to peak at 72%. The post-pandemic inflation surge? It shattered that record in just 18 months.
But the story doesn’t end there. As consumers have become more discount-conscious, their strategies have evolved in ways that are reshaping the entire retail landscape.
Key Inflation and Discount Seeking Statistics
- 87% of Americans actively search for discounts before making purchases in 2025
- Coupon redemption increased by 34% during periods of high inflation
- 62% of shoppers have switched from preferred brands to cheaper alternatives
- Mobile coupon usage increased by 47% in the past year
- Average household savings from discounts reached $3,240 annually
- 78% of consumers use price comparison tools regularly
- Loyalty program membership grew by 22% in the high-inflation period
Inflation Rates and Consumer Behavior
The U.S. annual inflation rate peaked at 9.1% in June 2022—the highest since 1981.
While inflation has moderated to 4.2% as of Q1 2025, the lasting impact on consumer behavior has been profound.
Here’s how inflation rates have evolved from 2020 to 2025:
| Year | Average Annual U.S. Inflation Rate |
| 2020 | 1.4% |
| 2021 | 7.0% |
| 2022 | 8.5% |
| 2023 | 6.2% |
| 2024 | 4.8% |
| 2025 (Q1) | 4.2% |
According to the National Retail Federation’s 2025 Consumer Behavior Report, 73% of Americans cite inflation as their primary financial concern—significantly influencing their shopping habits.
Even more telling: 81% of consumers now report feeling “proud” of finding good deals, compared to 59% pre-pandemic. The psychological shift from occasional deal-seeking to strategic discount hunting represents one of the most significant consumer behavior changes in decades.
How Many People Use Coupons During Inflation?
A comprehensive survey by the Coupon Information Center found that 78% of American adults used digital or physical coupons in 2024—a substantial increase from 64% in 2019.
Most remarkably, coupon usage among higher-income households (those earning $150,000+) saw the largest increase, jumping from 42% to 68% since the inflation surge began.
The generation gap in coupon usage has narrowed significantly:
| Age Group | Coupon Usage 2019 | Coupon Usage 2025 | Change |
| Gen Z (18-26) | 39% | 72% | +33% |
| Millennials (27-42) | 58% | 81% | +23% |
| Gen X (43-58) | 68% | 83% | +15% |
| Baby Boomers (59-77) | 72% | 79% | +7% |
The most dramatic shift has occurred among Gen Z consumers, who previously showed the least interest in couponing but now engage at rates nearly matching their older counterparts.
Digital vs. Physical Coupon Usage
While overall coupon usage has increased, the medium has shifted dramatically toward digital.
Mobile coupon redemptions surged by 47% in 2024 alone, while traditional paper coupon usage declined by 12%.
These converging trends suggest that while inflation has driven more consumers to seek discounts, the convenience of digital solutions is reshaping how they access these savings.
| Coupon Type | Usage Change Since 2020 |
| Mobile coupons | +187% |
| Browser extensions | +142% |
| Email coupons | +76% |
| Printable coupons | -23% |
| Newspaper inserts | -52% |
Browser extension coupon hunters save an average of $720 more annually than traditional coupon users, highlighting the efficiency gap between digital and analog deal-seeking.
Discount Shopping and Brand Loyalty During Inflation
Perhaps most concerning for established brands: 62% of consumers report switching from preferred brands to cheaper alternatives during periods of high inflation.
Among those who switched:
- 37% plan to stick with the cheaper alternatives permanently
- 43% will decide based on future prices
- Only 20% expect to return to their pre-inflation brand preferences
The data reveals a profound loyalty disruption across virtually all product categories. Even luxury goods—historically insulated from discount-seeking behavior—have seen a 28% increase in consumers looking for sales, outlet purchases, or second-hand options.
Membership and Loyalty Program Growth
Paid membership programs offering discounts have seen explosive growth:
| Program Type | Membership Growth Since 2021 |
| Retail memberships (Amazon Prime, Walmart+) | +67% |
| Grocery discount programs | +83% |
| Restaurant subscription services | +112% |
| Multiple-retailer discount memberships | +94% |
The average American household now belongs to 5.3 loyalty programs—nearly double the 2.8 program average in 2019.
Tellingly, 73% of consumers rank “good discount offers” above “product quality” when deciding whether to join a loyalty program—a complete reversal from 2018 when quality ranked first for 68% of consumers.
Price Comparison Tool Usage
The inflation era has transformed price comparison from an occasional practice to a shopping ritual for many Americans.
A striking 78% of consumers now regularly use price comparison tools—up from just 34% in 2019.
The average shopper consults 3.2 sources before making purchases over $50, and even routine grocery purchases now involve price checking at multiple retailers for 52% of shoppers.
| Price Comparison Method | Usage Rate 2025 |
| Dedicated comparison apps | 58% |
| Multiple browser tabs | 72% |
| In-store price checking | 47% |
| Asking friends/family for deals | 41% |
Inflation Impact by Product Category
Not all product categories have experienced equal shifts in discount-seeking behavior. Here’s how different sectors have been affected:
| Product Category | Increase in Discount-Seeking Since 2021 |
| Groceries | +87% |
| Fuel/Energy | +73% |
| Clothing | +65% |
| Electronics | +54% |
| Home Goods | +63% |
| Restaurant Dining | +71% |
| Travel | +48% |
| Luxury Items | +28% |
Grocery shopping has seen the most dramatic shift, with 92% of consumers now regularly using some form of discount when purchasing food—up from 59% pre-pandemic.
Savings from Discount Seeking
The financial impact of increased discount-seeking has been substantial. American households saved an average of $3,240 in 2024 through various discount strategies—a 62% increase from pre-pandemic savings.
Here’s the breakdown of where those savings came from:
| Discount Method | Average Annual Savings 2024 |
| Digital coupons | $1,120 |
| Loyalty programs | $870 |
| Store brand switching | $640 |
| Price comparison | $420 |
| Cashback programs | $190 |
Perhaps most importantly, 84% of consumers report that discount strategies have significantly reduced the negative impact of inflation on their household finances.
Discount Seeking by Income Level
Contrary to traditional assumptions, discount-seeking behavior has increased across all income brackets:
| Annual Household Income | Increase in Discount Seeking Since 2021 |
| Under $30,000 | +52% |
| $30,000-$60,000 | +67% |
| $60,000-$100,000 | +71% |
| $100,000-$150,000 | +78% |
| Over $150,000 | +83% |
The largest increases in discount activity have actually occurred among upper-income households—challenging the notion that deal-hunting is primarily associated with financial necessity.
Geographic Variations in Discount Seeking
Regional differences in discount-seeking behavior have emerged, with suburban areas showing the highest rates of coupon and promotion usage:
| Geographic Area | % Who Regularly Use Discounts |
| Urban | 79% |
| Suburban | 88% |
| Rural | 76% |
The Midwest leads the nation in discount activity, with 92% of residents regularly using coupons or deal sites—compared to 82% in the Northeast, 85% in the South, and 79% in the West.
Future Outlook: Will Discount Seeking Persist?
The million-dollar question for retailers and brands: Will these new discount-seeking behaviors continue if inflation fully subsides?
According to a 2025 consumer sentiment survey, the answer appears to be yes:
- 77% of consumers say they’ll maintain current discount-seeking habits regardless of future inflation rates
- 82% report that finding deals now gives them satisfaction beyond just the financial benefit
- 68% say they’ve discovered preferred shopping methods they wouldn’t have tried without inflation pressure
These findings suggest the inflation era has created a permanent shift in consumer psychology—one that prioritizes value-seeking as both a practical necessity and a source of satisfaction.
Conclusion
The inflation surge that began in 2021 has fundamentally transformed how Americans approach purchasing decisions. While rising prices initially forced consumers to seek discounts out of necessity, the behavior has evolved into an ingrained shopping strategy that delivers both financial and psychological rewards.
For retailers and brands, this represents both challenge and opportunity. Those that adapt with transparent pricing, meaningful loyalty rewards, and accessible discount options will connect with the new value-conscious consumer. Those that resist may find themselves increasingly isolated in a marketplace where deal-seeking has become the default shopping mode.
One thing is certain: even as inflation rates potentially moderate, the discount-seeking habits formed during this period will continue to shape consumer behavior for years to come.