Consumers in 2025 are doubling down on value.
According to Wildfire Systems’ 2025 consumer shopping trends survey, persistent inflation and higher costs are driving shoppers to adopt digital tools that stretch their dollars further. Seventy-eight percent of consumers are “extremely” or “very concerned” about grocery prices, and 72% worry about the cost of non-food goods.
As a result, shoppers are planning purchases carefully, comparing prices more often, and turning to browser extensions, cashback rewards, and digital coupons as proactive savings tools.
This post explores how browser extensions have become mainstream tools for saving money, what drives their adoption, and how financial institutions can leverage these same technologies to align with consumer demand for smarter, more automated ways to save.
How inflation is reshaping consumer spending in 2025
In 2025, economic uncertainty continues to shape consumer behavior, driving a continued consumer focus on maximizing value. Wildfire's 2025 consumer survey found that respondents are responding to persistent inflation - with 78% of consumers "extremely" or "very concerned" about high grocery prices and 72% concerned about high prices on non-food goods - by becoming intensely strategic.
Shoppers’ stronger value-seeking approach means 83% of shoppers report they plan purchases carefully and engage in more comparison shopping, and 81% say they wait for promotional discounts or sales before buying, up 2 points from when we asked it in 2024. These behaviors reflect a growing “maximize value” mindset that is reshaping digital commerce.
Growing demand for digital savings tools
This methodical approach to getting the most for shoppers' money means many consumers now use proactive digital tools like cashback browser extensions, which help them to maximize their savings. The interest in these money-saving mechanisms is at an all-time high:
78% of consumers reported being more interested than ever before in cashback rewards and digital coupons.
This is the highest level of interest we’ve seen in the 3 years we’ve asked this question in our consumer shopping survey.
And usage statistics also reflect this growing interest. When shopping online, about half of consumers state they routinely use these tools:
- 51% of respondents "Almost Always or Often" apply digital coupons or promo codes
- 48% "Almost Always or Often" earn cashback rewards
- Both metrics have increased year over year.
Browser extensions go mainstream as proactive savings tools
Browser extensions now play a central role in how consumers discover savings in real time. These tools alert users to coupon codes or cashback opportunities as they visit online stores, removing friction from their shopping journey and the savings experience.
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90% of consumers are aware of browser extensions for savings.
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61% have used one while shopping online.
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22% use them “almost always or often.”
These datapoints underscore browser extensions' growing acceptance in the mainstream.
A multi-faceted approach to finding deals
While browser extensions are gaining traction, consumers continue to blend multiple deal-finding tactics. Almost 2/3 of shoppers (57%) check store websites for sales or clearance items, 46% belong to retailer-specific loyalty programs, and 38% subscribe to retailer email or SMS promotions. About 35% still search Google or other engines for promo codes, showing that traditional search complements in-browser savings tools.
A clear opportunity for financial institutions
Consumers increasingly want their banks and card issuers to be part of their proactive savings journey. In Wildfire’s survey, 41% of respondents said they’d prefer to find cashback offers through their debit card, and another 41% through their credit card. Nearly one in four (23%) would prefer to receive savings offers directly from their bank.
This powerful consumer preference highlights a pathway for financial institutions to integrate savings technology, effectively mirroring the functionality of browser extensions to deliver the money- and time-saving value customers are actively seeking.
