May 15, 2025
Rising costs are forcing American shoppers to rethink their spending habits. With inflation still weighing on household budgets, many are cutting back on non-essentials, seeking discounts, and prioritizing value over brand loyalty.
This behavioral shift is reshaping the retail landscape, with online shopping in the USA playing a crucial role as consumers and businesses adapt to new purchasing behaviors.
According to the Shopper Preference Report 2025, at least 32% have specifically increased their online shopping to find better deals. The hunt for affordability drives a clear shift toward value-driven shopping, where price and practicality outweigh brand loyalty.
Explore more about the consumer behavior trends in the USA that are shaping the future of shopping in the country.
Value-driven shoppers: The rise of store brands
The shift toward private labels continues to accelerate. According to the Shopper Preference Report 2024, 44% of US shoppers switched to private labels permanently. In 2025, the number surged to 59%, outpacing Canada (50%) and Australia (57%). This growing preference signals a fundamental shift in consumer behavior — store brands are no longer seen as compromises but as smart, value-driven choices.
Why are shoppers turning to store brands?
Price remains the biggest factor, with 75% of US shoppers citing lower costs as their main reason for embracing store brands. However, affordability alone doesn’t drive this shift. Other factors, such as improved quality, positive reviews, and sustainable practices, play an important role in influencing consumer preferences.
Customer trust: Reviews over brand messaging
While brands continue to invest heavily in branded content to build credibility, US consumers increasingly rely on customer reviews and real-world experiences to guide their online shopping decisions.
According to our report, 42% of American consumers feel more confident making purchases through online shopping in the USA when there is a high volume of reviews, and 30% trust verified purchase badges as proof of authenticity.
It’s not just the presence of reviews that matters; it’s the quality that matters. Shoppers find written reviews with photos (19%), star ratings with comments (16%), detailed pros and cons (17%), and sizing/fit information (13%) beneficial when making a purchase.
Solutions like Bazaarvoice Ratings & Reviews help brands showcase authentic feedback, verified purchases, and User-Generated Content (UGC), reinforcing trust and transparency. This highlights detailed reviews and verified purchases, where customers gain the most.
Creator-driven shopping: A rising influence
Beyond customer reviews, creator recommendations are increasingly shaping online shopping in the USA. American consumers lead globally in purchases driven by influencer and creator content, surpassing other major markets.
Nearly half (48%) have made at least one or two purchases in the last six months, while over 41% have purchased three or more times based on influencer content. This trend highlights the shift in consumer trust, as shoppers prioritize authentic and relatable content over traditional advertising.
This trend extends across multiple industries, with beauty, apparel, and electronics emerging as top categories influenced by creator recommendations.
Despite the growing trust in creator recommendations, shoppers aren’t just relying on influencers alone — they’re discovering and purchasing products directly on their favorite social platforms.
Social commerce surges: Facebook and YouTube at the forefront
Social commerce is booming in the US, with 28% of shoppers increasing their spending by more than 20% compared to last year.
And the top social platforms used for making direct purchases are Facebook (56%), YouTube (49%), Instagram (40%), Pinterest (17%) and X (15%). But more than any other country, American shoppers widely use YouTube for social commerce. Likewise, their engagement with Pinterest and X is higher worldwide.
Content that fuels social commerceBeyond just purchasing, the type of content shoppers engage with on social media shapes their choices. While short-form videos remain popular, with 49% finding them particularly influential over the past year, preferences are diversifying. Compared to other countries, American shoppers strongly favor long-form videos (31%), 22% engage with livestreams (e.g., product demos, Q&A sessions), and 14% consume audio content like podcasts.
But when asked which types of social media videos are most likely to make them consider a purchase, US shoppers showed a clear preference for before-and-after results (35%), tutorial or how-to videos (29%), and live shopping streams (17%) at a higher rate than any other country surveyed. Brands that integrate authentic UGC into these formats see higher engagement and conversions.
When it comes to product categories with the highest social commerce activity, the U.S. leads in electronics (36%), grocery (33%), and food and beverages (29%), in addition to health and beauty and apparel, which remain top-performing categories globally.
The future of shopping in the USA
It is an innovation in shopping experiences that is making US shoppers more curious than ever. Around 39% actively seek out AR/VR technologies during their purchase journey. It includes those who are intrigued but not yet frequent users. Standout innovations like smart fitting rooms, cashierless stores, and augmented reality product visualizations reflect a growing demand for frictionless, tech-forward retail experiences.
Key takeaways shaping online shopping behavior in the USA:
- Inflation and economic pressures drive consumers to rethink spending, prioritizing essential purchases and cost-effective alternatives.
- Value-driven shoppers increasingly turn to store brands for affordability and quality, moving beyond name-brand loyalty.
- Trust remains a key factor, with consumers relying on peer reviews, testimonials, and organic feedback over brand messaging.
- Social commerce is gaining momentum as more shoppers discover and buy directly from platforms like Facebook, Instagram, and TikTok.
- Creator influence continues to shape purchasing decisions, but credibility matters — shoppers seek transparency and balanced insights over promotional hype.
For a deeper dive into these evolving trends where American shoppers adapt to inflation and economic pressures, refer to the full Shopper Preference Report 2025.
