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1. Nearly three-quarters of American consumers keep track of prices before they convert.
In a country where sales banners hang like seasonal decorations, it’s not a surprise that American consumers have learned to navigate the marketplace that never sleeps. From Christmas in July to back-to-school blowouts and everything in between, shoppers are constantly surrounded by discounts and deals, but are they actually buying into it?
New CivicScience data reveal that 72% of U.S. adults say they often monitor price trends, especially for big-ticket items. Women are six percentage points more likely than men to track prices over time before making a purchase, and this careful price tracking is particularly common among consumers who regularly read online reviews for products they’re interested in buying.
2. Despite price-tracking behaviors, skepticism runs high when it comes to discounts.
Fueled by inflation and rising prices, many consumers question whether items labeled as “on sale” truly offer a better deal. CivicScience data show that only about one in four consumers believes that most sales genuinely indicate a discount. Still, women and online review readers are less likely to doubt the validity of sales when shopping.
3. However, retailers continue to capture attention with Christmas in July promotions.
Doubts about traditional sales haven’t stopped retailers from finding new ways to capture shoppers’ attention. One growing tactic is extending holiday-themed promotions beyond their usual seasons, blurring the lines between when deals are expected and when they actually appear.
CivicScience data show growing consumer interest in mid-year holiday festivities. This year, 28% of U.S. adults have a favorable view of Christmas in July—up 5pp from 2023. Economic concerns drive this shift, as those worried about tariffs are 14pp more likely to embrace the celebrations. At the same time, 52% of Americans say it’s still too early to think about winter holiday shopping, a sentiment unchanged from 2023. However, that attitude isn’t necessarily dictating behavior—additional data show consumers are notably further ahead in their holiday shopping compared to this time last summer.
Weigh In: Do you think celebrating “Christmas in July” is fun or not?
