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How Are Consumers Responding to Inflation | A Guide for Businesses in 2022

The global economy has been hovering in a state of uncertainty for much of 2022, and the pressure is starting to take its toll on consumers. 

Their spending patterns have changed in recent times, with CNN noting that there is an increase in a “buying what is needed and nothing more” culture across the nation.

However, the impact of consumers buying less will harm the bottom line for most businesses. If left unchecked, some brands may very well find themselves out of business by the end of the year.

Can Businesses Pivot and Survive This Brutal Economy?

The good news is there is still a way for businesses to make it through this rough patch. According to Forbes, companies should adjust to the new business environment they are in, and find ways to remain vigilant and flexible.

With most consumers, especially the younger generation, preferring to use digital tools to track coupons, digital marketers need to make the best out of the change in consumer behavior. One way to do that is by focusing on, and investing in, discount campaigns. 

Consider These Three Types of Digital Price and Coupon Tools

Of the many tools used by consumers to track coupons, three have emerged as the most popular choices. These digital price and coupon tools are discussed below, with advice on how businesses can use them to improve their digital marketing strategy:

  • Dedicated Digital Coupon Tracking Tools

By paying these third-party digital coupon tracking tools a percentage of each sale they bring, many brands, especially fashion and jewelry stores, have managed to partner with them as part of their digital marketing strategy.

These tools often bring better promotion, visibility, and website traffic for their affiliate brands.

Some examples of this strategy in action are:

  • Rakuten offers cash back on certain purchases that were started on specified digital platforms.
  • PayPal Honey uses a web extension browser to alert customers about potential savings.
  • RetailMeNot, offers coupons for many brands on its website or in-store.


  • Integrated Digital Coupon Tools

These are payment, banking, and credit card platforms that target consumers based on their spending data to offer them relevant options. Examples of these are:

  • PayPal offers brands to customers that they can save on. Customers will also see these offers when browsing on any of PayPal’s partner sites.
  • Chase offers different brands to its credit card members in the form of limited-time offers that can be redeemed automatically.


  • Brand-owned Digital Tools and Features

Using various digital tools and features, brands that are considered “best-in-class” regularly offer discounts and coupons to high-value loyalty members. This is often presented as an added perk for being loyal.

  • So-called “circle members” of Target are given a chance to save on specific in-store deals based on their purchase history and other relevant data.
  • By clipping coupons within the Michaels, app members can, later on, redeem these when they make in-store purchases. This signifies a shit towards digital platforms for Michaels which has always been known for physical coupons.


In summary, the key take-away for businesses to remember is:

  • Consumer buying patterns are changing in response to the threat of a global economic crisis with people only buying what they need.
  • There has been a shift by consumers towards digital price comparisons and coupon tracking tools that businesses cannot ignore.
  • Digital marketers must adapt to the new consumer behavior and use those digital-price and coupon trackers to improve their strategies.

In the end, it will only be the businesses that were able to successfully adapt to the new environment that will survive.

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