A new retail and e-commerce report finds inflation is affecting the shopping habits of 85% of Americans, leading most to reduce their purchases and feel unhappier buying online.
In the report published Thursday, Morning Consult found that 77% of Americans are shopping less to save money. Only 41% said they enjoyed online shopping in June, down from 50% in March.
The report warns against blaming supply-chain issues for the trend. It notes that Americans, especially the millennials who make up most online shoppers, have less money to spend as consumer prices rise.
“Online shoppers are reporting fewer delayed orders, but as consumers begin deferring discretionary purchases because of inflation, shopping for fun isn’t what it used to be,” the report stated.
Many shoppers also are coping with inflation by looking for discounts and shopping at discount stores, Morning Consult reported.
Some retailers say the findings are spot-on.
“We sell pet