5 Ways Marketers Can Win Over Price-Sensitive Shoppers

With rising costs putting everyone in deal-hunting mode, consumers are making every dollar count. They’re scanning for discounts, comparing prices like it’s their full-time job, and expecting an easy checkout experience.

For marketers, the challenge isn’t just about throwing out discounts left and right. It’s about keeping price-conscious shoppers engaged, nudging them toward purchases, and building loyalty that lasts beyond a single sale.

1. Make Pricing Crystal Clear

Nobody likes a guessing game when it comes to costs. Shoppers want to know exactly what they’re paying, with no fine print or surprises. Highlighting discounts upfront, offering price filters, and using eye-catching badges like “Price Drop,” as At Home did, can make decision-making easier. And it matters: 62% of consumers won’t hit “buy” until they see a discount, and 72% compare prices before committing. Make it easy for them, and they’re more likely to stick around.

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2. Keep Deal-Hunters Interested

Not every shopper is ready to buy on the spot, but that doesn’t mean they’re a lost cause. A well-timed reminder, whether it’s about an item left in their cart, a limited-time sale, or a personalized discount, can be the push they need. 

Wayfair nailed this by integrating abandoned cart banners into their business-as-usual newsletters, featuring the exact product a shopper left behind at its current sale price. These banners can appear for up to 30 days after abandonment, reinforcing the message long after the typical 12- to 24-hour follow-up. Considering 43% of consumers delay purchasing in hopes of a better deal, staying on their radar with the right message at the right time can make all the difference.

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3. Help Shoppers Compare Without the Extra Tabs

Price-savvy shoppers love a good comparison, but if they have to leave your site to do it, you might lose them to a competitor. Offering alternative products in the same price range, retargeting them with similar deals, or surfacing reviews can keep them better engaged. Since 58% of shoppers turn to discount retailers or private-label brands to save money, giving them comparison tools can be the difference between sealing the deal and losing the sale. 

Ulta Beauty made this easy by adding an “Only Here” label to sale products, personalized to each customer based on their browsing behavior, so they knew they couldn’t snag the deal anywhere else.

4. Make Big Purchases Feel Smaller

A hefty price tag can scare off even the most interested buyer, but flexible payment options can make things feel much more manageable. Breaking down installment plans or highlighting BNPL (Buy Now, Pay Later) choices like Hibbett did can ease hesitation. With half of BNPL users relying on it for budgeting and 36% of consumers keeping a closer eye on their spending, offering flexibility isn’t just nice, it’s expected.

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5. Turn Hesitation into Confidence

Shoppers are more likely to commit when they feel good about their choice. A little social proof, like “Going Fast” labels on popular products, positive reviews, or reminders of previously viewed items, can provide that extra reassurance. And it’s needed: 74% of shoppers abandon purchases due to too many choices, and 80% say bad search results push them away. The easier you make it, the better the odds they’ll follow through. 

The Very Group leveraged this by sending a push notification featuring the week’s best-selling product and the number of people who had viewed it in the last 24 hours, creating a sense of urgency to act fast.

Final Thoughts

Price sensitivity isn’t just a phase; it’s the reality of 2025. Meet consumers where they are (financially and mentally), and you’ll stay top of mind—even when they’re counting every penny. Browse our related resources below for more inspiration.