Many consumers are constantly on the hunt for a good deal. But according to a new study, households with children are even more likely to shop sales aisles or use coupons to save a dollar.
That's because many low- and middle-income households with kids are feeling financially strained.
According to IRI, which surveyed 2,000 US internet users who are the primary household shopper, more than half of households with children (52%) said their financial health is strained. In contrast, 42% of households without children felt the same way.
So it makes sense that looking for a deal is more widespread among this group. Roughly two-thirds of households with kids reported buying lower-priced options when shopping for groceries, and many even say they don't shop their preferred brand because they have a coupon they'd rather use.