A new Omnisend survey of 1,072 U.S. consumers finds that 64% of Canadians earning$100,000 or more say they’ve switched to cheaper products in the past year.
Among high-income respondents who say they are trying to save money, Omnisend said many are doing so at higher rates than the general population:
- 43% say they have substituted name brands with store brands, compared with 38% of all consumers.
- 17% say they’ve knowingly switched to dupes, versus 13% overall.
In addition, 29% of affluent respondents say they’ve bought second-hand or refurbished products, underscoring a broader shift toward price-conscious behaviour, added Omnisend.
“It’s not just about stretching tight budgets – even wealthier shoppers are evaluating brands and price points more critically. In many cases, store brands and affordable alternatives now deliver perceived value equal to premium options, and that’s reshaping expectations for how consumers choose what to buy,” said Marty Bauer, Ecommerce Expert at Omnisend.
Six-figure earners aren’t just switching brands — many are also holding out for better prices, said Omnisend. Among wealthy Canadians:
- 58% say they abandon online shopping carts on purpose, expecting a discount or reminder email.
- 31% say they started buying in bulk to reduce per-item cost, compared to 24% of lower-income Canadians
- 29% say they track prices over time before buying, versus 24% of lower-income consumers
The findings suggest that paying full price is increasingly the exception, even for households with higher incomes.
“There’s a growing assumption that the sticker price isn’t the final price,” said Bauer. “Once consumers get used to waiting for a sale or better offer, that becomes the baseline for every purchase, regardless of income. Brands are now competing not just on product but on timing.”
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