Consumer sentiment has remained stable since May, though shoppers are holding out for deals and discounts ahead of the holidays. 

In our May Attentive Consumer Pulse, a monthly survey of 600 US consumers, we found there was decreasing hesitancy in shopping even in an uncertain economy. That trend continues in our latest Consumer Pulse in June. Consumer sentiment continues to stabilize as economic conditions hold steady and inflation slows.

Hesitancy toward spending is lifting, but shoppers are still price-conscious and on the lookout for deals. Brands have an opportunity to earn shoppers’ dollars by clearly communicating value and pricing products competitively, as our survey shows that’s a top factor for both repeat purchasers and first-time buyers.

Here are the four key takeaways from June’s Attentive Consumer Pulse. 

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1. Consumer sentiment is stable and trending upward

Survey says:

• 35% say their spending on non-essential items has not changed over the last month, compared to 29% in the previous month. 26% say they have slightly or significantly increased spending over the past month. 
• Only 24% say their spending on non-essential items has decreased slightly over the last month, compared to 32% in May. This is the lowest recorded response since the first survey. 
• 36% have no plans to cancel or delay a planned purchase, compared to 38% last month. 
• 63% plan some change to how they shop in the next month if economic concerns continue, down from 65% in May and down even further from 78% in April. 

In May, consumers said they would buy fewer items if economic uncertainty continued. This month, consumers' top change is to wait for sales and promotions when making purchases. Use this insight to update sign-up units with verbiage about being the first to know about sales or even getting exclusive deals only available to subscribers. 

You may want to consider running a Black Friday in July promotion or joining in to capitalize on consumer excitement for Amazon Prime Days, when consumers are already primed for shopping at a discount, to get your brand in front of shoppers. 

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2. Both new and loyal customers consistently prioritize value, trust, convenience, and flexibility 

Survey says:

• 62% of shoppers say clear value and competitive pricing was the top factor when making a first-time purchase. Interestingly enough, 62% of consumers who are loyal to a brand also cite clear value and competitive pricing as their top factors. 
• 49% of new customers factor in trust in the brand values and reliability, and 53% factor it in when making a repeat purchase.
• 45% look for convenience and speed before making a first-time purchase. 40% weigh it heavily when deciding on a repeat purchase.
• 43% of shoppers factor in flexible purchase options like easy returns and 32% look at transparency in communication like delays or low-stock items when considering a new brand.

‍More than half of shoppers want clear value and clear, competitive pricing—no matter if they’ve shopped with the brand in the past or not. Trust in brand values, reliability, and transparency are also important factors when consumers decide who to shop with. Call attention to your value by incorporating social proof into your marketing messages, such as star-ratings, reviews, or user-generated content to prove your brand’s trustworthiness. Go the extra mile and include messaging around convenience to drive sales from first-time buyers.

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3. Gen Z is more likely to adapt to current conditions, whereas older generations are more steady in their shopping habits

Survey says:

• 41% of Gen Z say their spending on non-essential items has increased slightly over the last month, however they're more likely to switch to lower-cost alternatives or buy fewer items (66%) if economic concerns continue.
• 35% of Millennials say their spending on non-essential items has increased compared to 33% from May. 61% plan to wait for sales and promotions when making purchases if economic concerns persist.
• 18% of Gen X say their spending on non-essential items has increased over the past month and are much more likely to wait for sales and promotions if economic conditions continue (70%).  
• 44% of Boomers say their spending on non-essential items has not changed over the last month, but they're less likely to cancel a planned purchase (only 34%). In fact, 52% do not plan to change how they shop in the next month if economic concerns continue.

While Gen Z’s and Millennials spending has increased, older generations' spending has not changed that much. However, most consumers are willing to wait for sales and promotions before making purchases to combat economic uncertainty.

Engage Gen Z with triggered journeys based on their browsing behaviors to retarget shoppers who are more likely to convert without waiting for a discount. For shoppers waiting for sales and promos, target them with messages about your loyalty program where they can earn extra discounts, early access to sales, or other perks that emphasize value.  

Interested in how the different generations respond to marketing messages? Get the insights on generational trends that’ll boost the performance of your campaigns.

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4. Holiday shopping has begun for Gen Z—and everyone wants deals

Survey says:

• 75% anticipate some change to their holiday spend, up slightly from 74% in May.
• 33% plan on buying fewer items, compared to 31% in May, and 37% will search for more deals and discounts, compared to 35% in May.
• 39% of consumers plan to start holiday shopping before October—only 23% plan to hold out until November.
• 48% of Gen Z shoppers and 46% of Millennials say they will start their holiday shopping before October, while only 27% of Boomers plan to start shopping by then.

Overall, consumers are showing more positivity about the holiday season—but still showing that they’ll be price-conscious this year. Younger shoppers plan to start their shopping early (and some have already started) and should be offered early access to sales or sneak peeks at what'll be discounted this holiday season. Keep these shoppers engaged through the holidays with robust post-purchase flows that can turn them into repeat buyers.  

Promotions and pricing will be front and center for most consumers as we get closer to BFCM. 

We’ll continue to share consumer sentiment and behavioral changes in the current economic climate each month. If you’re an Attentive customer and want to discuss some of these strategies and insights in more detail, please reach out to your CSM.

The Attentive Consumer Pulse: Since April 2025, Attentive surveys 600 consumers every month to understand how consumer mindset is shifting month to month and help you stay on top of the latest trends.