Consumers willing to wait for discounts before buying online 2022, by generation
Younger consumers, specifically Gen Z and millennials, exhibit a higher propensity than older consumers to wait for discounts before making online purchases. According to a 2022 survey, 66 percent of Gen Z shoppers and 67 percent of millennials expressed willingness to wait for lower prices before buying. In contrast, just 44 percent of Gen X consumers voiced a similar inclination for discounts, making them the least likely group to do so.