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As demand cools and listings pile up, buyers are offering well below the list price

By Mark Huffman of ConsumerAffairs

• The typical homebuyer who paid below asking price in 2025 received a 7.9% discountthe largest since 2012.

• Nearly two-thirds of buyers paid less than list price, the highest share since before the pandemic.

• Condo buyers and shoppers in Florida metros saw the deepest price cuts.

Increasingly, the price in the home listing is not the price the home-seller expects to get. New data reveal that buyers were able to secure significant discounts in 2025, simply by making a lower offer.

The typical homebuyer who purchased a home for less than the asking price in 2025 received a 7.9% discount, according to a new analysis from real estate broker Redfin. That marks the biggest discount since 2012 and reflects a sharp shift from the pandemic-era frenzy, when bidding wars routinely pushed homes above list price.

In dollar terms, that discount amounts to about $31,592, based on last years median original list price of $399,900. Even when factoring in all buyersnot just those who negotiated lower pricesthe average discount was $15,196, or 3.8%.

A major shift in the housing market

Discounts are becoming the norm rather than the exception, the analysis found. Roughly 62.2% of all homebuyers in 2025 paid less than the original list price, the highest share since 2019. By contrast, just 22.8% paid more than askingthe lowest share since 2019while 15.6% paid exactly the list price, a figure that has remained relatively stable over time.

The growing prevalence of discounts is tied to a historic imbalance in the market. There are now 47% more home sellers than buyers, giving shoppers more options and far more negotiating power than theyve had in recent years.

High mortgage rates and elevated home prices have sidelined many would-be buyers, while some sellers have been slow to adjust to softer demand.

As a result, price cuts are spreading, and some homeowners are choosing to delist altogether, hoping for a more favorable market down the road.

Buyers can afford more than they think

Homebuyers in 2026 shouldnt write off homes that are slightly above their budget because theres a good chance theyll get some sort of concession from the seller, said Redfin Senior Economist Asad Khan. This marks a reversal from the pandemic home-buying frenzy, when house hunters were advised to search below their budget because properties were selling far above asking price.

Khan noted that pricing homes has become increasingly difficult as market conditions shift quickly and vary widely by location. While demand remains resilient in some areas, it has softened rapidly in many others.

The share of buyers landing especially steep discounts has also surged. About 26.1% of buyers who paid below the asking price in 2025 received a discount of 10% or more the highest share since 2012. Another 27.8% secured discounts between 5% and 10%, while fewer than half received smaller reductions of under 5%.

On the ground, agents say sellers expectations are often shaped by when and how they bought their homes. In Dallas, Redfin Premier agent Connie Durnal said some sellers remain anchored to prices that no longer match todays market.

A different pricing landscape

I have one seller who overpaid a few years ago and wants to list at $950,000, but recent comps support closer to $825,000, Durnal said. Another seller priced below what they paid, which generated multiple offers and ultimately sold above asking. Pricing realistically makes all the difference.

Mortgage rates are another factor. In Milwaukee, Redfin Premier agent Ben Ambroch said many homeowners locked in ultra-low rates during the pandemic and are reluctant to sell unless they can afford the higher monthly payments that come with todays financing costs.

Condo buyers, meanwhile, are seeing the biggest bargains. The typical condo buyer who paid below list price received an 8.1% discount in 2025, compared with 7.9% for single-family homes and 6.5% for townhouses. Overall, more than two-thirds of condo buyers paid less than asking, as rising HOA fees, insurance costs, and special assessments weigh on demand.

Geography also plays a major role. West Palm Beach, Florida, led the nation among large metros, with a typical discount of 10.9% for homes sold below list price. Detroit, Fort Lauderdale, Pittsburgh, and Miami followed close behind. Floridas heavy homebuilding activity second only to Texas has given buyers ample choice, while rising insurance costs and climate risks have pushed sellers to offer concessions.

Smallest discounts

At the other end of the spectrum, Seattle posted the smallest typical discount at 5.7%, followed by Washington, D.C., Minneapolis, Las Vegas, and Virginia Beach.

Only four major metros still saw typical homes sell above asking price: San Francisco, Newark, San Jose, and Oakland. In San Francisco, buyers paid a median premium of 3.8%, driven in part by renewed demand tied to the AI boom and return-to-office trends. Even there, however, premiums have narrowed as overall market pressure eases.

Taken together, the data underscore how dramatically the balance of power has shifted giving todays buyers leverage that would have been almost unthinkable just a few years ago.

Brands are spending $8 million a pop to put their best foot forward

By Mark Huffman of ConsumerAffairs

• Record-high prices: Super Bowl LX advertising slots are commanding around $8 million for a 30-second spot, making the Big Game one of the most expensive ad buys in media roughly $233,000+ per second of airtime with production, talent, and campaign costs pushing total spend far higher.

• Wide variety of advertisers: The lineup includes traditional power players like Bud Light, Pepsi, and Dunkin alongside newcomers and unexpected sectors such as Raisin Bran, AI startups, and pharmaceutical brands.

• Buzz-worthy creative: This years ads promise celebrity stars, nostalgic callbacks, humor, social causes, and even direct industry messaging exemplified by a tech company mocking a rivals ad strategy.

As Super Bowl LX approaches on Sunday, the advertisements that will be shown before and during the game are creating as much buzz as the New England Patriots and Seattle Seahawks the two teams that will take the field. Traditionally, Madison Avenue pulls out all the stops for the top TV event of the year.

For advertisers eager to reach what could be more than 100 million live viewers, airtime is now one of the most coveted commodities in media. A 30-second commercial costs about $8 million, a price that has stabilized at record levels after years of steady growth.

But the airtime purchase is just the beginning. Companies reported spending millions more on production, celebrity fees, and campaign amplification, with total investments often reaching $15 million$30 million or higher once all elements are factored in.

Whos advertising in 2026

This years Super Bowl ad roster blends legacy big spenders with fresh entrants across industries:

• Beverage & snacks: Bud Lights humor-driven spot starring Peyton Manning, Post Malone, and comedian Shane Gillis has already gone viral in teaser form.

• Travel & lifestyle: Expedia features Ken (yes, that Ken) exploring global travel, while Universal Orlando Resort debuted a heartwarming theme-park narrative.

• Food & consumer goods: Classic brands like Hellmanns mayonnaise, Pringles with Sabrina Carpenter, and Kelloggs Raisin Bran with William Shatner are all rolling out game-day spots.

• Tech & services: Instacarts disco-flavored ad stars Ben Stiller; TurboTaxs teaser features Adrien Brody.

• Health & wellness: Hims & Hers tackles wealth and wellness disparities in its ad, and Novartis uses NFL stars to promote prostate-health messaging.

• AI sector drama: Startup Anthropic has stepped into the Super Bowl spotlight to rib a rival AI company in its first national ad, positioning its Claude chatbot as ad-free and user-focused.

This mix reflects both the breadth of categories willing to pay premium prices and the ongoing trend of brands using the Super Bowl to make bigger cultural statements.

Ads to watch for

Marketers and media critics are spotlighting several ads that could define the conversation post-kickoff:

• Nostalgia meets innovation: Xfinitys blockbuster Jurassic Park reunion featuring Sam Neill, Laura Dern, and Jeff Goldblum blends beloved IP with a creative tech twist.

• Purpose-driven storytelling: Rings emotionally charged spot focuses on its new lost-dog search feature, accompanied by a $1 million donation to animal shelters.

• Humor & unexpected pairings: Ads starring unexpected celebrity combos like Shatner in a cereal commercial or Pringles playful, romantic spot are generating early buzz.

• Industry commentary: Anthropics meta ad critiquing AI advertising itself could spark debate beyond typical product pitches.

The bigger picture

Even as media consumption fragments, the Super Bowl remains a cant-miss cultural moment that unifies broadcast, streaming, and social conversation. Analysts note that nearly half of viewers tune in as much for the ads as for the game, a testament to the enduring economic and cultural value of this ad showcase.

With all slots sold out months before kickoff and marketers investing in pre-game teasers and social campaigns, this years Super Bowl advertising lineup is poised to set new benchmarks not just in price, but in creativity and conversation around how brands engage a massive, diverse national audience.

Agreement requires major transparency and pricing reforms

By Mark Huffman of ConsumerAffairs

• The Federal Trade Commission has reached a landmark settlement with Express Scripts, one of the nations largest pharmacy benefit managers, requiring sweeping changes aimed at lowering insulin costs and increasing transparency.

• The FTC estimates the agreement could reduce patients out-of-pocket drug costs by as much as $7 billion over the next decade while generating millions of dollars annually in new revenue for community pharmacies.

• The settlement resolves allegations that Express Scripts used anticompetitive rebating practices that inflated insulin list prices and shifted costs onto vulnerable patients.

The Federal Trade Commission has announced a major settlement with Express Scripts, Inc.and its affiliated entities that officials say could fundamentally reshape how prescription drugs especially insulin are priced and paid for in the United States.

The agreement settles an FTC lawsuit accusing Express Scripts of artificially inflating insulin list prices through rebating practices that favored higher-priced drugs and limited access to lower-cost alternatives. According to the complaint, those practices ultimately pushed higher out-of-pocket costs onto patients whose copays and coinsurance are tied to list prices rather than the actual net cost of medications.

Win for consumers

FTC Chairman Andrew Ferguson framed the settlement as a win for consumers, community pharmacies, and the administrations broader health care agenda.

This agreement will end business practices that have kept drug prices high, provide meaningful financial relief to patients who depend on life-sustaining prescription drugs, and give community pharmacies relief from being squeezed, Ferguson said.

The enforcement action against Express Scripts is part of a broader FTC case also targeting Caremark Rx and OptumRx.

The agency alleges the pharmacy benefit managers (PBMs) created a system in which drug manufacturers competed for preferred placement on formularies based on the size of rebates off inflated list prices, rather than on lower net prices. The FTC contends that PBMs kept a portion of those rebates, while patients bore the burden of higher list prices.

What it means

Under the proposed consent order, Express Scripts agreed to a series of changes designed to dismantle that system. Among other provisions, the company will stop favoring higher wholesale acquisition cost versions of drugs over identical lower-cost versions, offer plan sponsors options that base patient out-of-pocket costs on net prices, and delink manufacturer compensation from drug list prices.

The agreement also expands access to insulin affordability programs, requires greater transparency for plan sponsors through detailed drug-level reporting, and mandates disclosure of payments to brokers. Express Scripts will also transition its standard payment model for community pharmacies to one based on actual drug acquisition costs plus dispensing fees and compensation for non-dispensing services.

In a move the FTC highlighted as significant, Express Scripts also agreed to reshore its group purchasing organization, Ascent, from Switzerland to the United States. The agency said that change will bring more than $750 billion in purchasing activity back to the U.S. over the life of the order.

The Commission voted 1-0 to accept the proposed consent agreement for public comment, with Commissioner Meador recused. The public will have 30 days to submit comments before the FTC decides whether to finalize the settlement. Instructions for submitting comments are available on the docket, and all comments will be posted on Regulations.gov once processed.

As demand cools and listings pile up, buyers are offering well below the list price

By Mark Huffman of ConsumerAffairs

• The typical homebuyer who paid below asking price in 2025 received a 7.9% discountthe largest since 2012

• Nearly two-thirds of buyers paid less than list price, the highest share since before the pandemic

• Condo buyers and shoppers in Florida metros saw the deepest price cuts

Increasingly, the price in the home listing is not the price the home-seller expects to get. New data reveal that buyers were able to secure significant discounts in 2025, simply by making a lower offer.

The typical homebuyer who purchased a home for less than the asking price in 2025 received a 7.9% discount, according to a new analysis from real estate broker Redfin. That marks the biggest discount since 2012 and reflects a sharp shift from the pandemic-era frenzy, when bidding wars routinely pushed homes above list price.

In dollar terms, that discount amounts to about $31,592, based on last years median original list price of $399,900. Even when factoring in all buyersnot just those who negotiated lower pricesthe average discount was $15,196, or 3.8%.

A major shift in the housing market

Discounts are becoming the norm rather than the exception, the analysis found. Roughly 62.2% of all homebuyers in 2025 paid less than the original list price, the highest share since 2019. By contrast, just 22.8% paid more than askingthe lowest share since 2019while 15.6% paid exactly the list price, a figure that has remained relatively stable over time.

The growing prevalence of discounts is tied to a historic imbalance in the market. There are now 47% more home sellers than buyers, giving shoppers more options and far more negotiating power than theyve had in recent years.

High mortgage rates and elevated home prices have sidelined many would-be buyers, while some sellers have been slow to adjust to softer demand.

As a result, price cuts are spreading, and some homeowners are choosing to delist altogether, hoping for a more favorable market down the road.

Buyers can afford more than they think

Homebuyers in 2026 shouldnt write off homes that are slightly above their budget because theres a good chance theyll get some sort of concession from the seller, said Redfin Senior Economist Asad Khan. This marks a reversal from the pandemic homebuying frenzy, when house hunters were advised to search below their budget because properties were selling far above asking price.

Khan noted that pricing homes has become increasingly difficult as market conditions shift quickly and vary widely by location. While demand remains resilient in some areas, it has softened rapidly in many others.

The share of buyers landing especially steep discounts has also surged. About 26.1% of buyers who paid below the asking price in 2025 received a discount of 10% or morethe highest share since 2012. Another 27.8% secured discounts between 5% and 10%, while fewer than half received smaller reductions of under 5%.

On the ground, agents say sellers expectations are often shaped by when and how they bought their homes. In Dallas, Redfin Premier agent Connie Durnal said some sellers remain anchored to prices that no longer match todays market.

A different pricing landscape

I have one seller who overpaid a few years ago and wants to list at $950,000, but recent comps support closer to $825,000, Durnal said. Another seller priced below what they paid, which generated multiple offers and ultimately sold above asking. Pricing realistically makes all the difference.

Mortgage rates are another factor. In Milwaukee, Redfin Premier agent Ben Ambroch said many homeowners locked in ultra-low rates during the pandemic and are reluctant to sell unless they can afford the higher monthly payments that come with todays financing costs.

Condo buyers, meanwhile, are seeing the biggest bargains. The typical condo buyer who paid below list price received an 8.1% discount in 2025, compared with 7.9% for single-family homes and 6.5% for townhouses. Overall, more than two-thirds of condo buyers paid less than asking, as rising HOA fees, insurance costs and special assessments weigh on demand.

Geography also plays a major role. West Palm Beach, Florida, led the nation among large metros, with a typical discount of 10.9% for homes sold below list price. Detroit, Fort Lauderdale, Pittsburgh and Miami followed close behind. Floridas heavy homebuilding activitysecond only to Texashas given buyers ample choice, while rising insurance costs and climate risks have pushed sellers to offer concessions.

Smallest discounts

At the other end of the spectrum, Seattle posted the smallest typical discount at 5.7%, followed by Washington, D.C., Minneapolis, Las Vegas and Virginia Beach.

Only four major metros still saw typical homes sell above asking price: San Francisco, Newark, San Jose and Oakland. In San Francisco, buyers paid a median premium of 3.8%, driven in part by renewed demand tied to the AI boom and return-to-office trends. Even there, however, premiums have narrowed as overall market pressure eases.

Taken together, the data underscore how dramatically the balance of power has shiftedgiving todays buyers leverage that would have been almost unthinkable just a few years ago.

Agreement requires major transparency and pricing reforms

By Mark Huffman of ConsumerAffairs

• The Federal Trade Commission has reached a landmark settlement with Express Scripts, one of the nations largest pharmacy benefit managers, requiring sweeping changes aimed at lowering insulin costs and increasing transparency.

• The FTC estimates the agreement could reduce patients out-of-pocket drug costs by as much as $7 billion over the next decade while generating millions of dollars annually in new revenue for community pharmacies.

• The settlement resolves allegations that Express Scripts used anticompetitive rebating practices that inflated insulin list prices and shifted costs onto vulnerable patients.

The Federal Trade Commission has announced a major settlement with Express Scripts, Inc., and its affiliated entities that officials say could fundamentally reshape how prescription drugsespecially insulinare priced and paid for in the United States.

The agreement settles an FTC lawsuit accusing Express Scripts of artificially inflating insulin list prices through rebating practices that favored higher-priced drugs and limited access to lower-cost alternatives. According to the complaint, those practices ultimately pushed higher out-of-pocket costs onto patients whose copays and coinsurance are tied to list prices rather than the actual net cost of medications.

Win for consumers

FTC Chairman Andrew Ferguson framed the settlement as a win for consumers, community pharmacies, and the administrations broader healthcare agenda.

This agreement will end business practices that have kept drug prices high, provide meaningful financial relief to patients who depend on life-sustaining prescription drugs, and give community pharmacies relief from being squeezed, Ferguson said.

The enforcement action against Express Scripts is part of a broader FTC case also targeting Caremark Rx and OptumRx.

The agency alleges the pharmacy benefit managers created a system in which drug manufacturers competed for preferred placement on formularies based on the size of rebates off inflated list prices, rather than on lower net prices. The FTC contends that PBMs kept a portion of those rebates, while patients bore the burden of higher list prices.

What it means

Under the proposed consent order, Express Scripts agreed to a series of changes designed to dismantle that system. Among other provisions, the company will stop favoring higher wholesale acquisition cost versions of drugs over identical lower-cost versions, offer plan sponsors options that base patient out-of-pocket costs on net prices, and delink manufacturer compensation from drug list prices.

The agreement also expands access to insulin affordability programs, requires greater transparency for plan sponsors through detailed drug-level reporting, and mandates disclosure of payments to brokers. Express Scripts will also transition its standard payment model for community pharmacies to one based on actual drug acquisition costs plus dispensing fees and compensation for non-dispensing services.

In a move the FTC highlighted as significant, Express Scripts also agreed to reshore its group purchasing organization, Ascent, from Switzerland to the United States. The agency said that change will bring more than $750 billion in purchasing activity back to the U.S. over the life of the order.

The Commission voted 1-0 to accept the proposed consent agreement for public comment, with Commissioner Meador recused. The public will have 30 days to submit comments before the FTC decides whether to finalize the settlement. Instructions for submitting comments are available on the docket, and all comments will be posted on Regulations.gov once processed.