PRICE IS the most important factor when buying online for most Americans.

Quality comes a distant second, according to a new survey.

Conducted by OnePoll and commissioned by Citi for the Citi Shop browser extension, the survey looked at Americans’ shopping habits and their dedication to finding deals.

The survey revealed that:

Six in 10 Americans “always” or “often” look for a promotion code or other offer before checking out with an online purchase.

If it takes too long to find one, 37% said they won’t proceed with their purchase.

Younger generations were the most likely to abandon their purchase if they couldn’t find a deal — 51% of Gen Z and 46% of millennials surveyed agreed with this.

‘Only if there’s a deal’

The results also revealed that 53% of respondents have items they’ll never pay full price for — only purchasing them if there’s a deal.

“American consumers live busy lifestyles and online shopping has become a way of life,” says Anthony Merola, Head of Proprietary Products for U.S. Branded Cards at Citi. “Today’s shopping tools, including browser extensions, have become a go-to resource for people to conveniently save on time and money.” 

With this dedication to finding deals, perhaps it’s no surprise that three-quarters (77%) of those surveyed self-identified as “savvy shoppers.”

Furthermore, a third of Americans believe finding deals is their “shopping superpower,” with 34% selecting this as their “superpower” and beating out other options like getting free shipping (18%) or spotting quality items (12%) online. 

When they save money, shoppers surveyed are most likely to use those savings to then treat themselves (26%).

They also might use their savings to pay off a bill (26%) or spend it on other essentials (26%). Additionally, shoppers surveyed said they would put the extra money in their savings account (25%) or use it to shop more (20%).

As seasonal shopping approaches, the survey looked at the extra mile some respondents would go, in order to get a good deal. Nationwide, one in 10 (11%) would be willing to wait in line for hours, while 15% of shoppers would set an alarm to remind themselves.

More commonly, shoppers would download a specific app or browser extension (32%), make a “game plan” (26%) or browse from multiple devices (26%).

“Now, with more convenient ways to find deals with shopping tools, everyone can be a savvy shopper,” explains Merola. “You don’t have to worry about searching for deals when your shopping automatically searches behind the scenes for savings at your favorite online merchants.”