In today’s volatile economy, price has become the ultimate dealbreaker. According to SCAYLE’s 2025 US shopper survey, What’s Killing Conversions For Enterprise Brands?, a whopping 36% of consumers have abandoned their favorite brand to find a better price elsewhere. 

With worries around inflation persisting and tariffs causing even more pricing panic, how can you keep customers loyal without racing to the bottom on pricing?

Economic Caution Trumps Brand Loyalty

Economic pressure is reshaping consumer behavior. With inflation, tariffs, and global supply chain disruptions hitting home, shoppers are tightening their belts. The latest (and future) waves of international trade tariffs is only likely amplifying this behavior, driving up product costs and squeezing margins for retailers.

Customer loyalty is fragile – and expectations are high. Sub-par product quality, unreliable shipping, hard-to-navigate websites, and unappealing promotional offers are all among the main reasons 81% of US shoppers have abandoned a brand in the last year. So how do you keep customers coming back?

Enter: the era of strategic value, where delivering perceived value at every stage of the shopping journey becomes the start of the show. Showing shoppers why your products are worth the price has never been more urgent. Here’s how:

Strategy #1: Build Value Into Pricing

Slashing prices might give your brand a momentary boost, but it will most certainly backfire long-term – especially when rising import duties and tariffs are already squeezing profit margins. Instead, shift focus to transparent communication and value perception. That means, you could consider:

• Flexible payment options, like Buy Now, Pay Later (BNPL) and interest-free installments. These lower the psychological barrier to buying and increase conversions.
• Secondhand and trade-in programs. With 21% of Gen Z and 23% of Gen X shopping secondhand, resale is no longer niche. It’s a smart way to appeal to value-driven customers without eroding your premium image.
• Dynamic pricing strategies. Adjust pricing based on market trends, competitor actions, and shifts in tariff-related costs. It’s essential for large retailers balancing global operations under new trade restrictions.

Is your brand ready to withstand the tariff turmoil long term?

Explore six short-term tariffs-beating actions you can take now.

Strategy #2: Make Loyalty Personal (and Useful)

Forget generic points systems. Today’s consumers crave loyalty perks that feel personal and practical. Nearly 1 in 4 shoppers engage more with loyalty programs during downturns, but they want real benefits:

• 49% want regular discounts
• 36% value free shipping and BNPL
• 25% look for free returns

The most successful programs also reward engagement, not just purchases. Consider tiered systems that recognize browsing, reviewing, or sharing – small behaviors that keep customers connected even when they’re spending less.

What’s causing price sensitivity in the US market?

Download your complimentary copy of the US shopper survey to get the whole picture – and how to cure it.

Strategy #3: Subscriptions That Feel Like a Perk

Recurring revenue is gold in uncertain times, and subscription models can lock that in – but only if they add real value. Three in five shoppers are open to subscriptions for repeat purchases, but flexibility is key:

• Easy cancellation and pause options
• Exclusive perks like member-only discounts
• Customized delivery frequencies

Gen Z leads the pack here, with 67% expressing interest in subscribing to products they use regularly. That’s a signal to future-proof your business now.

Strategy #4: Upgrade Your Tech Stack

You can’t fight price sensitivity or respond to tariff-induced cost pressures with slow, rigid systems. If every update requires developer tickets and pricing changes take weeks, you’re already behind.

Retailers are turning to composable commerce platforms that:

• Allow rapid A/B testing of promos
• Enable localized pricing by region
• Support real-time changes to shipping, returns, and payment methods

This agility allows brands to respond to both shifting market demand and sudden cost changes due to global trade conflicts – a must in today’s environment.

Strategy #5: Enhance the Full Customer Journey

Price is rarely the only reason for abandonment. Shoppers are equally turned off by clunky websites, poor customer service, and slow delivery. That’s why optimizing the entire customer journey matters:

• 40% bounce if your mobile site takes more than four seconds to load
• 83.5% will abandon carts if their preferred payment method isn’t offered
• Over 30% leave if sales or discounts aren’t obvious

From personalized product suggestions to faster checkout and seamless returns, every detail adds up to how shoppers perceive value – especially as they weigh your offering against rising prices.

The Bottom Line: Value Wins Over Price

Consumer price sensitivity isn’t short term. Consumers have shifted their thinking about spending – exacerbated by the current economic uncertainty that threatens to make goods more expensive and margins thinner.

The winning formula? Show your value, speak to your customer’s needs, and be ready to pivot. Agile tech and clear messaging give you the tools to not just survive a downturn – but to thrive in it.

Want to see what else is killing conversions in 2025?

Get all the insights of the US shopper survey here – and see how your brand measures up.