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Key stat: More US consumers are engaging in money-saving activities (like using coupons or shopping for deals) in 2023 than they did in 2019. The number of US consumers doing more comparison shopping online in particular has risen by 17 percentage points from 2019 to 2023.
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Methodology: Data is from the July 2023 National Retail Federation (NRF) "2023 Back-to-School Spending Survey" as cited by Martech Zone. 7,843 US consumers ages 18+ were surveyed during June 30-July 8, 2023. The survey has a margin of error of +/- 1.1 percentage points.