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Turn a Costco screenshot into a price match at many popular retailers

By Kyle James of ConsumerAffairs
December 9, 2025
  • Costco wont price match, but Best Buy, Staples, JCPenney, Kohls, PetSmart, GNC, Dyson.com, and Tractor Supply often will on identical items

  • Rules: exact same model, in stock at both, price open to non-members, and you must show proof of the Costco price

  • The win is stacking: use Costcos low price as your base, then add store rewards, coupons, or extra beat the difference promos


Costco wont price match, but a surprising number of other retailers will quietly match the Costco price on the exact same item. With the bonus of sometimes letting you stack coupons or rewards on top of the match.

Below is a rundown of who still price matches Costco, plus specific brands and products where the overlap between the two stores is strong enough to actually make it worth your while.

Ground rules before you try to price match Costco

Most stores that match Costco follow the same playbook:

  • Must be an identical item Must be exact same brand, model, size, color, count, etc. If Costco has a weird club-only bundle or Costco-only SKU, youre going to be out of luck.

  • Price has to be available to everyone Keep in mind that many stores wont match members-only or limited to Executive members pricing.

  • Needs to be in-stock at both stores If Costco is currently out of stock, most retailers wont match the item until it comes back into stock.

  • Must show proof of lower price Bring a current Costco ad, a photo of the in-store price tag, or pull up the item (and the lower price) on Costco.com via your phone.

Also, heres a quick reality check you should know: Target, Walmart, Amazon, Home Depot, Lowes, Sams Club, BJs and Petco do NOT price match Costco anymore, even though some of them still have general price-match guarantees.

Here are the stores that will price match Costco, along with the overlapping products and brands worth considering.

Best Buy: TVs, laptops, tablets, headphones

Best Buy has one of the clearest policies: they list Costco as a qualified competitor and will match its price on identical items, in-store or online, as long as the price is available to non-members.

Overlapping brands:

Youll find a ton of crossover between Best Buy and Costco on big-ticket electronics, including:

  • TVs Samsung, LG, Sony, Hisense 4K and OLED sets.
  • Laptops & tablets HP, Dell, Lenovo, Microsoft Surface.
  • Gaming PlayStation 5, Xbox Series X/S, Nintendo Switch consoles and controllers.
  • Headphones & speakers Bose, Sonos, Sony, and JBL.

How to work it:

  1. Find a TV or laptop at Costco with a killer price.
  2. Pull up the product page or snap a clear photo of the price tag.
  3. At Best Buy, confirm the model number is the same (or very close sometimes theyll be flexible).
  4. Ask at customer service or via online chat:

Costco has this Samsung [model #] for $XXX can you price match it?

If you have a good Best Buy rewards offer or credit card promo, this is how you stack Costcos price with Best Buy perks.

Dyson.com: vacuums and hair tools

Dyson is one of the better places to get a Costco price match as Costco always sells a few of their most popular vacuum models.

They actually give you a liberal 30 days after your purchase to get the match, or you can do it at the time of purchase.

Overlapping brands/models:

  • Cordless vacuums Dyson V8, V10, V11, V12, V15 series.
  • Hair tools Dyson Airwrap, Supersonic hair dryer, Corrale straightener.

How to work it:

  1. Screenshot the Dyson item and price at Costco (warehouse tag or Costco.com).
  2. Buy from Dyson.com if you want their bundles, colorways, or financing.
  3. Within 30 days, contact Dyson chat or phone support and say:

I bought [model] on Dyson.com, but Costco has it for $XXX. Can I get a price match refund?

In the end youll get Costco pricing + Dysons warranty support and accessories.

Staples: printers, office chairs, shredders, paper

Staples has a long-running in-store price match guarantee and they include Costco among the competitors theyll match on identical items.

Overlapping brands:

Here are the typical brands youll see at both Costco and Staples:

  • Printers HP, Canon, Epson
  • Ink & toner HP, Canon, Epson
  • Office equipment Fellowes shredders, some mid-tier office chairs
  • Paper & supplies reams of copy paper, Post-it, Scotch, Sharpie

How to work it:

  • Find a printer or shredder at Costco with a great price.
  • At Staples, show the Costco ad or page and ask for a price match.

In many cases, Staples will match the price and beat it by 10% of the difference, so if Costco is $200 and Staples is $240, you end up around $196 before coupons.

This is a solid move if you dont have a Costco nearby, but theres a Staples in every strip mall.

JCPenney: small kitchen appliances, luggage, home

JCPenneys official policy says theyll match any retailers in-store or online price (excluding marketplaces / auctions).

While there is very little overlap in most departments, you can definitely find the same brands at both stores when buying stuff for your kitchen, in particular.

Overlapping brands:

Look for these national brands that show up at both stores:

  • Coffee & kitchen Keurig, Ninja, Cuisinart, Hamilton Beach.
  • Cookware & small appliances air fryers, stand mixers, blenders, toaster ovens.
  • Luggage & home goods big national brands often rotate through both.

How to work it:

  • Spy a Keurig or Ninja coffee maker at Costco for less than JCPs sale price.
  • Buy at JCPenney (especially during a coupon or rewards promo).

Within 14 days, if you confirm the Costco price is lower on the same model, ask JCPenney for a post-purchase price adjustment using Costco as the competitor.

If they say yes, you just combined Costcos price + JCP coupon + JCP rewards. Winning.

Kohls: certain brands, in-store only

Kohls will price match a direct competitors in-store price on identical items, and that includes Costco in some cases.

But keep in mind, from personal experience, it typically needs to be an in-store Costco prices and not a price you get from Costco.com.

Overlapping brands:

Kohls and Costco dont overlap on everything, but watch these:

  • Small appliances Ninja and Keurig coffee makers as well as some Cuisinart items.
  • Athletic apparel Check out brands like Nike, Adidas, and Under Armour occasionally cross over, though SKUs may differ slightly.

How to work it:

  • Bring a printed or clear photo of the Costco in-store tag and be ready to show model number.
  • Ask customer service for a price match on that exact Ninja or Keurig model.

The win here is stacking with Kohls Cash and rewards, which Costco doesnt offer.

Pro tip: Its been my experience that Kohls is stricter about competitors than most. They may say no if they consider Costco a wholesale price under their current policy. Treat this more as a worth-a-shot and not a guaranteed play.

PetSmart: pet food and supplies

PetSmarts price match guarantee covers identical, in-stock items from big-box, grocery, and pet specialty competitors. This list absolutely includes your local Costco.

Overlapping brands:

Costco carries a mix of Kirkland Signature pet food and some national brands like Blue Buffalo and other WSAVA-approved foods.

Look for:

  • Dry dog and cat food Blue Buffalo is your best bet but also keep an eye on other mainstream pet food brands.
  • Pet treats & flea meds This includes Frontline, Advantage, and Pet Armor. Just make sure the SKU is the same at both stores.

How to work it:

  • Snap a pic of the shelf tag at Costco, or grab a screenshot of the pet food bag and price at Costco.com (be sure to include the size, flavor, and brand).
  • When youre doing your shopping at PetSmart, just grab the same bag and ask for a price match at checkout.

GNC: vitamins and protein

GNCs price match policy states theyll match a competitor like Costco, just so long as the item is identical and in-stock at both stores.

Overlapping brands:

  • Protein powders popular brands in common include Optimum Nutrition, Isopure, Premier Protein, and Quest Nutrition.
  • Supplements / vitamins think multivitamins, fish oil, etc. in national labels.

There isnt a ton of overlap here, but if you see a brand you like at Costco cheaper than your local GNC, its worth trying. This is especially true if you can stack some GNC rewards on top of your purchase.

Tractor Supply: tools, outdoor, pet

Tractor Supply is another store that will match a Costco in-store or Costco.com price on identical items. And surprisingly, they actually have a few brands in common.

Overlapping brands:

  • Outdoor power tools and accessories Husqvarna, Scotts, Duracell, DeWalt, and Gorilla Glue.
  • Pet & farm supplies certain feed, fencing, or equipment when the brand/SKU lines up.
  • Some clothing In particular, both stores often carry Wrangler and Carhartt shirts and jackets (and sometimes jeans).

This ones more niche, but if you live in a rural area and have a Tractor Supply down the road, using Costco pricing as leverage is worth the effort.

Quick dont bother list

Based on current price-match policies, dont expect a Costco match from the following stores:

  • Amazon
  • Walmart
  • Sams Club
  • BJs Wholesale
  • Home Depot
  • Lowes
  • Office Depot
  • Petco

Also, for you Target shoppers, a Costco price-match used to be in play, but no more. As of July 28, 2025, their policy changed and now theyll only match their own prices, both online and in-store.

4 Steps to use this hack without driving yourself crazy

1.Start with Costco

The first thing I like to so when shopping for a big purchase (TV, Dyson, printer, small appliance, pet food), check Costco first and screenshot all the prices you can potentially use as ammo later.

2.Check for overlapping brands at a price-match friendly store

  • Best Buy for electronics
  • Staples for office gear
  • JCPenney/Kohls for small appliances
  • Dyson.com for Dyson gear
  • PetSmart for pet food

3.Check the model numbers

  • Ive found that if the SKU is not identical, but darn close, its still worth asking. Remember that humans with discretion are always involved here, so you got nothing to lose by asking politely for a Costco price match.

4.Stack rewards and promos

Combine Costcos lower price with one of these if possible:

  • Best Buy/My Best Buy deals
  • JCPenney/Kohls coupons and rewards
  • Staples rewards or extra 10% off the difference

Get in the habit of treating Costcos price as your base and then add store rewards on top. By doing it this way, youll get Costco-level pricing plus some cool perks, sometimes without ever having to flash a Costco membership card at all.




Posted: 2025-12-09 12:47:48

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Consumer News: Are there risks to using TikTok for mental health terminology?
Fri, 16 Jan 2026 23:07:07 +0000

As therapy stays out of reach for many, social media and therapy speak is reshaping how we talk about our feelings

By Kristen Dalli of ConsumerAffairs
January 16, 2026

  • TikTok has become the top source for mental health terminology, as cost keeps many Americans from accessing traditional therapy.

  • Therapy speak can help people express emotions but experts warn its often oversimplified or misused online, potentially delaying real care.

  • Mental health content on social media can be a starting point, not a substitute, with licensed professionals still key for accurate guidance and support.


Mental health language has officially gone mainstream, and for millions of Americans, social media is becoming the go-to place to learn how to name and explain their emotions.

That shift isnt happening just because its trendy. A new survey from behavioral health providers BreakThrough by BasePoint found that cost is now the biggest barrier keeping people from therapy, with more than half of Americans saying it prevents them from getting professional help.

As a result, many are turning to alternatives like friends, social media, and even AI chatbots for emotional support despite lingering doubts about how accurate or helpful that advice really is. TikTok, in particular, has emerged as the top source for mental health terminology, influencing how people describe everything from stress to trauma.

But is learning therapy speak online actually helping people understand themselves better or is it oversimplifying complex mental health issues? And wheres the line between useful self-awareness and misinformation?

To unpack what this trend means for consumers, ConsumerAffairs spoke with Monica Clayborn, LPC, Vice President of Quality and Outcomes, about why mental health language is everywhere right now and how to use it in ways that support, rather than replace, real care.

The risks

According to Clayborn, the biggest risk in using platforms like TikTok for mental health education is mistaking exposure to mental health content for actual care.

Social media and AI chatbots arent properly equipped to handle real crises, diagnose conditions, or offer treatment, she said. When 73% of adults find online mental health content/speak to be performative or inaccurate, thats a huge red flag for buying in on surface-level advice, or even misinformation that can delay or derail proper care.

Are there concerns?

With many consumers replacing mental health care with social media, Clayborn says there is certainly a cause for concern here.

It would be strange NOT to be concerned, she said. Sure, social media apps are now the top exposure point for mental health language, even for AI chatbot users, but theres a growing gap between terminology and actual understanding.

Knowing the words isnt the same as knowing what they mean, and when to apply them in real life. You have these terms like boundaries or gaslighting that are frequently used out of context, and its taking serious concepts and turning them into trendy buzzwords that can water down their real meaning or foster toxic dynamics. When these words lose their impact, its hard to take what they really are seriously.

Helpful vs. hurtful

If you find yourself down a mental health TikTok rabbit hole, Clayborn suggests being a vigilant online user. She recommends that consumers always verify the source before taking any next steps with the information they get from videos.

Licensed professionals should always be your starting point, she explained. Pay attention and look for disclaimers and citations, and be wary of content that sells you on instant solutions or uses overly simplified language.

If the advice makes you feel empowered or grounded, thats a good sign. If it causes anxiety, guilt, or a sense of urgency, I wouldnt call it helpful; Id call it manipulative.

The cost barrier

With over half of survey respondents saying that cost prevents them from accessing mental health care, Clayborn wants consumers to know that there are other places to turn before TikTok.

Community clinics, peer support groups, and university training programs are all better options if youre looking to save money and still receive care, she said. For more day-to-day support, apps with CBT-based exercises or chat features can be pretty helpful, but they should supplement, not replace, professional care.


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Consumer News: 9 fast-food ordering hacks that can cut your bill (or get you more food)
Fri, 16 Jan 2026 23:07:06 +0000

The hidden math behind combo meals and default orders

By Kyle James of ConsumerAffairs
January 16, 2026
  • Fast-food menus are built to steer you toward high-margin defaults, like combo meals, signature items, and smaller portions that feel cheaper but cost more per bite.

  • Chains rely on speed, habit, and muscle memory, knowing most customers wont stop to customize orders or compare portion math.

  • These ordering hacks take advantage of pricing gaps and loose portion controls, letting you cut your bill or get noticeably more food without changing where you eat.


A fast-food combo meal that once cost $6 will now run you $12 or more. But heres the thing to remember, fast-food pricing isnt always airtight. There are some gaps. And if you know how menus are built, you can shave real money off your order without eating less.

Here are some repeatable ordering strategies that exploit how fast-food menus are structured. Hacks that will either save you money,get you more food,or even score you a fresher meal.

1. Rebuild Taco Bells Burrito Supreme for less

When did Taco Bell start charging $6.49 for a Burrito Supreme? I can remember eating three in a sitting when I was a teenager and Id still be hungry. That would cost me close to $20 today.

A much cheaper route is to order a Bean Burrito and then add seasoned beef, sour cream, and tomatoes and you get essentially the same taste for only $4.74.

Your specific savings depends on how your local Taco Bell prices base items versus add-ons, but youre still going to save money every time.

Estimated savings: ~$1.75 per burrito

Why it works: Add-ons are priced lower than regular menu item builds.

2. Ask for half and half at Chipotle

Instead of choosing one protein, ask for half chicken and half steak. Or any two proteins that sound good together.

Many employees will often give a fairly generous scoop of each, often more than just half ascoop.

The result is typically more meat than a single protein order.

Its hard to quantify the savings with this hack but you definitely end up with more food for your money.

Why it works: Portioning isnt perfectly controlled.

Pro tip: Did you know that Chipotle employees will also give you a free scoop of extrarice or beans if you ask? Works best when ordering the burrito bowl as they have more room to add extra compared to trying to keep all the burrito contents wrapped in a single tortilla.

3. Want a real egg? Stick with the Egg McMuffin

Not all McDonalds breakfast sandwiches are equal. The Egg McMuffinis the only onemade with a freshly cracked USDA Grade A egg.

Other breakfast items use folded egg products, even though prices are similar. The folded eggs are liquid eggs that are pre-cooked and flash frozen by their suppliers.

This hack wont save you cash, but it improves value and overall quality at the same price point.

Estimated savings:Quality upgrade, not dollars.

Why it works:Ingredient costs dont always align with menu pricing.

4. Always choose the 20-piece McNuggets

At most locations, a 20-piece McNuggets costs only $8compared to $6 for the 10 piece.

Thats double the food for a measly extra 2 bucks.

So, if youre ordering nuggets for more than one person, or maybe planning leftovers, theres no financial reason to choose the 10-piece.

Estimated savings: Youll save $4 by buying the 20-piece, compared to buying two 10-pieces at $6 each.

5. Order a Big Mac-Style McDouble

Sticking with Mickey Ds, are you craving a Big Mac right now? Try this hack and save some money.

Instead of dropping $7.39 for a Big Mac, order a McDouble for $3.89 then customize it with lettuce, pickles, and Big Mac sauce for NO extra charge.

Sure, you wont get the extra middle bun, but did we ever actually need the middle bun?

Estimated savings: The result is a very similar sandwich (slightly smaller) for $3.50 less.

Why it works: Signature items always carry a premium pricing.

6. Want hot fries? Ask for no salt

Ordering fries with no salt often forces the kitchen to make a fresh batch. Doesnt matter the fast-food joint, this pretty much holds true everywhere.

Youll get hot fries instead of whatevers been sitting under the heat lamp, then you can salt them yourself if you want.

This doesnt lower the price, but it ensures you always got hot and fresh French fries.

7. Starbucks free refill rule (the right way to use it)

Did you know that if youre a Starbuck Rewards member you can get free refills on certain drinks?

As long as youre sipping inside a Starbucks location, you can score a free refill at any time before you leave.

Here are the refill drinks:

  • Hot brewed coffee
  • Iced coffee
  • Hot tea
  • Iced tea

The best part is that it doesnt matter what your original drink was. So even if your first drink was something expensive, like a $6 latte, you can get a free iced coffee refill before you leave.

Pro tip: It still amazes me how many people order a cold drink at Starbucks and are perfectly okay with the barista filling the cup 3/4th full of ice. Instead, ask for Light Ice and get way more drink for the money.

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Estimated savings: $1$2 in added value per order.

Why it works: The cup price anchors your expectations, making the bowls small upcharge feel bigger than it is.

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Most people default to a medium or large out of habit, but its a waste of money. Order the Value size and drink as much as you want for only $1.69.

While this example talks about BK specifically, it's smart to order the smallest drink when dining-in at any fast-food jointthat offersfree refills.

Estimated savings:$1.10 per visit

Why it works:Drink pricing is inflated to pad the margins on the combo meals.


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Consumer News: How to shop smarter for MLK Weekend
Fri, 16 Jan 2026 23:07:06 +0000

An experts break down where the real savings are (and arent)

By Kristen Dalli of ConsumerAffairs
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  • MLK Day weekend is becoming a bigger shopping moment, with more Americans planning to shop and spending holding steady compared to last year.

  • The best deals are on winter clearance and select home items, while big-ticket tech and appliances are usually better buys later in the season.

  • Shopping smarter matters more than shopping fast checking prices, stacking savings, and skipping overhyped sales can make a real difference.


After the holiday spending rush, January is usually when shoppers hit pause but Martin Luther King Jr. Day weekend is quickly becoming an exception.

Observed this year on Jan. 19, the three-day weekend is shaping up to be the first meaningful shopping moment of the year, especially for consumers eager to reset their budgets and stretch their dollars a little further.

New survey data from RetailMeNot shows that more Americans than ever plan to shop MLK Day weekend sales, with nearly half saying theyll take advantage of the deals and spending holding steady compared to last year.

That growing interest signals a shift: MLK Day weekend may not rival Black Friday, but its becoming a go-to opportunity for smart, value-driven shopping. To help consumers make the most of it, ConsumerAffairs spoke with RetailMeNots Retail Insights Expert Stephanie Carls who shared where the best deals tend to be and where it pays to wait.

Dos and donts of the holiday weekend

Just because there are sales this weekend, doesnt mean you want to jump on all of them. Carls shared the dos and donts of navigating MLK Weekend sales.

  • Do:

    • Focus on seasonal clearance. January is when retailers clear winter inventory to make room for spring, and thats where the biggest markdowns usually show up.

    • Stack savings. Sales plus promo codes plus cash back is where the true win is!

    • Check prices before you buy. A quick comparison helps you know whats actually a deal.

  • Dont:

    • Dont assume every MLK Sale is worth shopping.

    • Dont feel rushed into a big-ticket purchase. Youre likely to see better prices on tech and appliances in just a few weeks.

Best buys for the weekend

If youre hitting the mall or your favorite stores website this weekend, some deals are better than others.

The best deals tend to be on winter apparel coats, sweaters, boots plus home categories like bedding and bath, Carls said. These are the items retailers are trying to move quickly before spring resets hit the shelves.

Electronics, TVs, and major appliances are better to hold off on if you can. Bigger markdowns usually land closer to the Super Bowl or Presidents Day.

Real deals vs. inflated discounts

How do you tell whats a good deal for the holiday weekend and whats just marketed as a good deal to get shoppers to act fast?

Start by looking at the price, not the percent off, Carls explained. Just because something says 40% off doesnt mean its a good deal. Especially if the original price was padded!

Use a tool like CamelCamelCamel to check the price history (Amazon products), or do a quick search to see if other retailers are offering something similar.


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Consumer News: Kaiser Permanente agrees to $46M data privacy settlement over alleged tracking of patient information
Fri, 16 Jan 2026 23:07:06 +0000

As many as 13 million members are covered in the settlement

By Truman Lewis of ConsumerAffairs
January 16, 2026

  • Kaiser Permanente has agreed to pay $46 million to settle claims that patient data was improperly shared through its website and mobile apps.

  • The settlement covers as many as 13 million members across eight states and Washington, D.C.

  • Eligible members could receive payments of roughly $20 to $40 if they file a valid claim by March 12, 2026.


Healthcare giant Kaiser Permanente has reached a $46 million settlement in a data privacy lawsuit alleging that patient information was improperly disclosed through tracking technology embedded in its websites and mobile applications.

The case consolidates multiple lawsuits that were merged into a class action in December 2024. A federal court granted preliminary approval of the settlement in December 2025, according to information posted on the settlement website.

Kaiser Permanente has denied wrongdoing but said it agreed to the settlement to avoid continued litigation.

Kaiser Permanente denies any claims that it misused patient data, the settlement site states, adding that the company agreed to the deal to end the burden, expense, and uncertainty of further litigation.

Lawsuits allege patient data was shared with major tech companies

The lawsuits allege Kaiser Permanente used third-party tracking code on authenticated pages of its websites and mobile apps, allowing data to be shared with companies including Google, Meta, Microsoft and X.

According to the complaints, the shared information may have included IP addresses, names, search activity, medical histories and internal communicationsdata that plaintiffs argue should have remained private under health privacy laws.

Millions of members across multiple states may be eligible

The settlement applies to approximately 13 million Kaiser Permanente members who accessed authenticated pages of the companys website or mobile apps between November 2017 and May 2024.

Eligible members must live in California, Colorado, Georgia, Hawaii, Maryland, Oregon, Virginia, Washington or Washington, D.C.

Anyone who accessed logged-in portions of Kaisers digital platforms during that time period may qualify for compensation.

Payments are expected to range from $20 to $40 per member

Members who submit valid claims could receive payments estimated between $20 and $40, depending on how many people file claims and how much remains in the settlement fund after legal fees and expenses.

If you are a settlement class member and wish to be eligible for a payment from the settlement, you must submit a valid claim form by March 12, 2026, Kaiser said in a statement included on the settlement website.

Payments will be calculated on a pro rata basis, meaning individual amounts may change depending on overall participation.

How affected members can file a claim

Eligible members are expected to receive an email from Kaiser Permanente containing a settlement class member ID, which is required to complete the claim process.

Claims can be filed online by visiting the settlement website, selecting the menu option and completing the digital claim form. Members must submit their claims by the March 12, 2026 deadline to receive compensation.


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Consumer News: Why Americans are rethinking dry January
Fri, 16 Jan 2026 23:07:06 +0000

New data shows Americans are dialing back extremes and choosing moderation that actually lasts

By Kristen Dalli of ConsumerAffairs
January 16, 2026

  • January is less about extremes and more about balance: Americans are choosing moderation like drinking less instead of nothing over all-or-nothing detoxes.

  • Health comes first, but money matters too: Most people say well-being is their top motivation, with saving money close behind, especially when it comes to cutting back on alcohol.

  • Small changes are sticking: Micro-challenges like Dry or Damp January are becoming gateways to long-term habits, not just one-month resets.


For years, January has been synonymous with all-or-nothing health resets no alcohol, no carbs, no fun. But new data suggests that mindset is finally shifting. Instead of extreme detoxes, more Americans are easing into the new year with realistic, flexible changes they believe they can stick with long after January ends.

According to new survey data from Attest, nearly 1,900 U.S. consumers are redefining what starting fresh looks like in 2026. Challenges like Dry January and Veganuary are still popular, but theyre no longer about rigid rules.

ConsumerAffairs spoke with Attests Senior Research Manager Joyce Adams, to learn why many people are shifting away from quick wins and short-term discipline towards long-term health and well-being.

Making sustainable change

According to Adams, the data shows that consumers are more interested in sustainable, long-term change, as opposed to quick fixes that end up deteriorating before the end of January.

"Consumers are ready to reduce their alcohol consumption, but what that looks like is changing, she said. While there used to be an all or nothing mentality to dry January, consumers are recognizing that sustainable change may require intermediate steps, like reduction versus quitting cold-turkey.

"Interestingly, a damp January is as popular as going fully dry, with 24% of Americans moderating their alcohol consumption. Of respondents who planned to not go completely dry, their goals reflected moderating drinking (mindful drinking) and drinking less alcohol overall ('damp January')."

Whats changing behavior?

The data found that nearly 64% of Americans are looking to prioritize health and well-being, and that is the primary motivator behind setting different kinds of goals this January.

However, the second biggest reason especially where goals around alcohol are concerned is saving money. Nearly 45% of respondents said they want to save more money this year.

"When you combine higher wellness interest with economic pressure, its easy to understand why consumers are turning to challenges that help them reset both their health and their wallets, Adams said.

Micro-challenges

For those who are looking to make changes in the new year, Adams suggests a micro-challenge.

"Microchallenges are resonating because they feel achievable, she said. Instead of committing to a major lifestyle overhaul, consumers can focus on one small shift at a time and these small shifts add up. Our data shows that the majority (55%) of Dry January participants see it as a jumping off point for long-term moderation and/or abstinence.

Overall, Adams believes that this shift says a lot about where consumers are today, and what we can expect for the rest of the year.

People are under financial pressure, but theyre also more focused than ever on wellbeing, she said. Microchallenges give them a way to take control of both without the intimidation of big, dramatic lifestyle changes.

"At a broader level, this shift toward moderation shows that consumers are embracing balance over extremes. Thats a noticeable cultural shift, and its going to impact how people approach health, money, and habits all year long.


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How Much Lead Is in Protein Powder? Consumer Reports Shares Latest Findings
Wed, 14 Jan 2026 02:12:00 GMT
Consumer Reports has released its newest findings on lead and heavy metal content in protein powders. After data revealed high levels of lead in several protein powders in 2025, Consumer Reports ...


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