Value seekers aren’t necessarily low-income: nearly half of boomers and Gen X are value seekers, and nearly 3 in 10 value seekers are young families with six-figure incomes

Buyer behaviour

Reader Note:: This comes from Deloitte ConsumerSignals surveys of US adults (September 2024 – February 2025, n=6,000). A “value seeker” is someone who reports three or more cost-cutting, deal-driven or convenience-sacrificing habits a month, such as buying store brands, cooking at home more or waiting for travel deals. Baby boomers were born 1946–1964 and Gen X 1965–1980. Deloitte links affluent value seeking to worries about the economy, jobs, retirement, housing costs and keeping up their lifestyle.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Mixed samples: main analysis uses 932,663 HundredX consumer responses across 290 brands over three years to February 2025; plus about 5 million credit card transactions, 43,560 TrustID survey respondents, 9,000 US ConsumerSignals survey respondents, and 300+ earnings calls and annual reports.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This was measured in one market. It may not hold where you are.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

Gemini and ChatGPT lead AI shopping research in the U.S.; 64.0% of AI shoppers use two or more assistants

Share of AI shoppers using each AI assistant in the past 90 days
Assistant used in the past 90 days	Share of AI users (%)
Google Gemini	63.5%
ChatGPT	60%
Amazon's shopping assistant	27.5%
Walmart's shopping assistant	22.5%
Microsoft Copilot	22.4%

89.9%

of AI users on the online-shopper trend base said they verified the assistant’s recommendation before buying

60%–90%

of consumers’ value perception was explained by price perception across multiple subsectors in Deloitte’s regression analysis

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

38%

adoption increase in older populations after Dubai Smart ID used a calming tone and simpler biometric explanations in 2021

Only 36% of Gen Z call themselves price-conscious, vs 40% of Millennials, 45% of Gen X and 55% of Boomers

Share of each generation who describe themselves as price-conscious
Generation	Share who describe themselves as price-conscious (%)
Gen Z	36%
Millennials	40%
Gen X	45%
Baby Boomers	55%

86% of both Gen Z and Millennials say a smartphone is their most important device