Ninety-three percent of Americans have adopted "at least one" cost-saving measure as economic uncertainty persists, according to Adtaxi's 2026 Consumer & Economy survey. Shoppers have not stopped buying. They are being deliberate about what they buy and how.

Value takes precedence over everything else in 2026, with quality, promotions, and trust becoming key factors consumers weigh before making a purchase. For 47% of consumers, "high quality for the price" defines "good value" — not simply a cheap price tag.

The behavior shift shows up in specific habits. Nearly half of those surveyed (49%) said they compare 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, and 34% are holding out for sales. Coupons and cash-back offers are being used by 28% of consumers — the same share who are putting off major purchases.

More than half of respondents expect spending on essential household items to increase, while selectivity on discretionary spending is 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."

The finding matters for marketers because it reframes the value equation. Consumers are not trading down indiscriminately; they are redefining what justifies a purchase, with quality per dollar as the leading criterion.

The holidays will put this behavior under finer focus. A recent McKinsey study found consumers are already budgeting for holiday shopping. They expect to spend about the same on essentials such as gas and produce as last year, but many plan to cut back on discretionary purchases including travel, eating out, and furniture.

For brands and retailers heading into the holiday season, the message from the data is direct: shoppers will spend, but they will spend selectively, and they will reward the offers and products that can prove their worth per dollar.