From music festivals, to restaurants and bars  – footfall and ticket sales have risen significantly as restrictions ease across the country. There’s no doubt that US residents are back outside and spending like never before. 

To explore spending habits, BravoDeal conducted new research that reveals just how savvy Americans are and how this compares to countries around the world. As part of the Smart Shopper Index, we analysed 25 OECD countries and found the following:

  • US ranked fourth in the top countries with savviest shoppers: Only 4 points behind Germany, the third in the smart shopper ranking, US consumers rank fourth for both overall spending and food spending relative to cost
  • US residents want discounts from Hobby Lobby and Kohl’s the most: The arts and crafts brand Hobby Lobby was the most searched for brand, followed by retail giant Kohl’s in second place
  • Fashion discounts reign supreme in the US. US residents are the most eager to find fashion deals overall. Fashion deal searches in the US were number one overall, with 7,718,000 searches a month. Kohls & JCPenney coupons were the most popular searches amongst the fashion category  


The most popular brands and shopping categories with savvy consumers

The study dug deeper into Google search data for 7 of BravoDeal’s biggest markets in the rankings – the UK, France, Germany, the US, Italy, Spain and Poland, uncovering a positive correlation between search behaviour and shopper savviness

Fashion is the top shopping category in four of the seven countries analysed, when it comes to savings and discounts, with fashion retailers leading the ranking of the most popular brands with smart shoppers – Kohl’s retail chain in the US, ranking in second place, with 14m monthly searches, online fashion giant Asos and sports retailer JD in forth and fifth place respectively, in the UK. Similarly, Germany’s ranking is dominated by fashion and lifestyle retailers, with e-commerce company Otto leading the ranking, followed by fashion retailers Zalando and Asos.


US ranked fourth in the top countries with savviest shoppers

Only 4 points behind Germany, the third in the smart shopper ranking, US consumers rank fourth for both overall spending and food spending relative to cost. They also score high in terms of household savings, ranking ninth in the top ten countries with the highest savings rate.

When it comes to online searches, the top two brands that Americans search for in relation to savings were arts and crafts brand Hobby Lobby, followed by retail giant Kohl’s, while online food delivery company Doordash ranked fifth as the most searched for.

In terms of search volume, after adjusting for population, Americans search for savings over 10 million times a month, ranking 4th out of the 7 countries studied. With by far the largest population of all our markets, it was surprising how few searches there were in comparison to the Europeans – close to three times less than France and less than half compared to the UK.

Marco Farnararo, CEO at BravoDeal, said: “What consumers regard as being smart with their shopping differs from country to country, and our study explores how different factors impact their overall shopping savviness. While online searches may tell one story, there are different variables that come into play, especially looking at spendings relative to cost or household savings. It’s interesting to see that although many shoppers continue to value more traditional deals and discount categories such as fashion and lifestyle, other categories that surged in interest during the pandemic, such as online food delivery, arts and crafts and even gaming are peaking their interest.”

For more information about the study, please visit:

Published on Holr Magazine

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