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A survey shows most consumers think retailers are using inflation as an excuse

By Mark Huffman of ConsumerAffairs

• 85% of Americans believe brands and retailers use inflation to justify larger-than-necessary price increases, according to an Omnisend survey.

• More than half of respondents said they have stopped buying from brands they once preferred as prices climbed.

• Nearly one-third reported using credit to pay for essentials such as groceries, rent, utilities and medical bills.

American consumers increasingly suspect companies are using inflation as cover to overchargeand many are responding by abandoning brands they once favored.

A survey commissioned by e-commerce marketing company Omnisend found that 85% of respondents believe brands and retailers often use inflation to raise prices more than necessary. About 67% said higher prices have changed how they view previously favored brands, while 56% reported that they have stopped buying from them altogether.

An additional 22% said they now trust those brands less, according to the findings.

Consumers did not reject all price increases. Respondents were most willing to pay more when the higher price reflected improved product quality, cited by 19%; better wages for workers, cited by 16%; or increased ingredient and material costs, cited by 15%.

Consumers expect an explanation

Marty Bauer, an e-commerce expert at Omnisend, said the findings indicate that customers expect companies to explain why prices are rising. Greater transparency, he said, has become part of the value shoppers expect from brands.

The survey also points to mounting pressure on household finances. Thirty percent of respondents said they had used credit during the previous three months to cover necessities, including groceries, gasoline, utilities, rent or medical expenses. Twenty percent had borrowed from friends or family, while 18% used buy-now-pay-later services and 17% tapped savings intended for another purpose.

Groceries emerged as the most acute source of concern. Thirty percent described grocery spending as the everyday expense that felt most out of control.

Most noticeable at supermarkets

Consumers also said supermarkets were where shrinkflationreducing a products size without lowering its pricewas most apparent. Sixty-five percent identified groceries as the category in which the practice was most obvious, 59% said they noticed it regularly and 29% considered it the most unfair form of a price increase.

Omnisend commissioned the survey, which research company Cint conducted in June 2026 among 1,075 U.S. consumers. Quotas for age, gender, income and residence were used to create what the company described as a nationally representative sample.

The reported margin of error was plus or minus three percentage points. Because the findings are based on self-reported responses to a company-sponsored survey, they measure consumers perceptions and experiences rather than whether individual companies have raised prices beyond their underlying costs.

The hidden price hikes you may be paying without realizing it

• Shrinkflation is everywhere: 89% of Americans say they've noticed products getting smaller while prices stay the same.

• Paying more isn't always obvious. Smaller packages, lower quality, creeping subscriptions, and convenience costs can quietly drain your wallet.

• Look beyond the sticker price. Check unit prices, compare competitors, and question whether a sale is really a deal.

The price tag doesn't always have to change for something to become more expensive.

If it feels like the bag of chips you're buying has gotten suspiciously lighter, you're probably not imagining things.

A new Omnisend survey found 89% of Americans have noticed shrinkflation, the practice of reducing the amount of product in a package while keeping the price the same. Even more telling, 59% say they notice it regularly, and 29% call it the most unfair type of price increase.

Groceries are where shoppers are noticing it most, with 65% of Americans saying that's where shrinkflation is most obvious.

But shrinking the package isn't the only way something can effectively become more expensive. From smaller portions to deteriorating service, consumers increasingly need to look beyond the number printed on the price tag.

Here are seven ways you can wind up paying more without immediately realizing it, along with tips to fight back.

1. Shrinkflation: Same price, less stuff

Shrinkflation is the classic example. Your cereal still costs $5.49, but instead of getting 18 ounces, you're only getting 16.5. Or the bottle of detergent looks almost identical, but it handles fewer loads.

The easiest defense is to stop comparing package prices, and instead, start comparing the unit prices. For example, if one box costs $4.99 and another costs $5.49, the cheaper box isn't necessarily the better deal. Check the shelf tag for the cost per ounce, pound, count, or whatever other unit is being used.

Pro tip: When you regularly buy an expensive household staple like coffee, detergent, pet food, or paper products, be sure to take a picture of the package's net weight and store it in a "grocery" folder on your camera roll. If the packaging changes later, you'll have something to compare it with.

2. Skimpflation: Same product, worse experience

Shrinkflation removes some of the product while skimpflation can remove some of the quality.

For example, a company might change ingredients, reduce staffing, eliminate a service, or otherwise deliver less value while charging roughly the same price. Think fewer employees available to help customers, reduced hotel housekeeping, or a food product reformulated with cheaper ingredients.

It's harder to spot because there's no convenient "price per ounce" comparison.

Before assuming a familiar product is still the best choice, periodically look at competing brands. Loyalty gets expensive when you're paying yesterday's price for a worse version of yesterday's product.

3. The package changed so your price comparison disappeared

Packaging changes can make price comparisons surprisingly difficult.

For example, maybe you normally buy a 12-pack of a product, but now you're looking at a 10-pack. Or one retailer sells 16 ounces while another sells 18.

All of a sudden, comparing an $8.99 price tag with a $9.79 tag tells you very little.

This is another reason unit pricing is your friend.

And be especially careful with warehouse club and "family-size" packages. Bigger doesn't automatically mean cheaper. For this reason, be sure to calculate the price per unit before assuming the giant package is the bargain.

4. The "sale" is doing psychological heavy lifting

A big red SALE sign doesn't tell you whether the price is actually good.

Consumers have become conditioned to expect discounts. Separate Omnisend research found 50% of Americans regularly wait for sales or promotions, while 43% compare prices across multiple websites and 40% search for discount codes before checking out.

That makes the reference price, which is typically the crossed-out number sitting beside today's price, extremely persuasive.

Don't focus on how much the retailer says you're saving. Instead, focus on what you'll actually pay and whether competitors are selling the same item for less.

For expensive purchases, start watching prices several weeks before you intend to buy. You'll quickly learn what a genuine sale looks like.

5. Subscriptions creep upward a few dollars at a time

A $2 monthly increase in Spotify or Netflix doesn't feel particularly threatening to your monthly budget.

But multiply it across multiple streaming services, apps, cloud storage, memberships, and software subscriptions and suddenly you're spending another $30 or $40 every month. That's $360 to $480 per year.

Subscription increases are especially easy to miss because the purchase decision happened months or years ago. You're not consciously deciding to buy the service every month; your credit card is doing all the work for you.

Pro tip: Get in the habit of searching your credit card and bank statements for any recurring charges twice a year. For every subscription you find, ask yourself, If I weren't already subscribed, would I sign up today at this price? If the answer is no, get rid of it.

6. Convenience can disguise what something really costs

While there's nothing inherently wrong with paying for convenience, the problem comes when you don't realize exactly how much you're paying.

Grocery delivery is the perfect example. The convenience of getting groceries delivered might include higher prices, a delivery charge, service fees, and even a tip.

The $75 grocery order you think you're making might ultimately cost considerably more than going to the store yourself.

Try this: Before using a convenience service, do an experiment. Build the same basket for pickup or in-store purchase and compare the final totals. Then decide whether the convenience is worth the extra money. It may actually be. But at least you'll know what you're paying for it.

Use the 30-second price test

You don't need an Excel spreadsheet to protect yourself from those stealthy price increases.

Before making a purchase, particularly something you buy regularly, ask yourself:

• Did the package size change?

• What's the unit price?

• Is the quality or service still the same?

• What is the final price after fees?

• Would I buy this if it weren't advertised as being on sale?

Those five questions can reveal a surprising amount.

And consumers appear increasingly willing to push back. Omnisend found 67% of Americans say higher prices have changed how they feel about brands or stores they previously liked.

Some shoppers have even stopped buying certain brands altogether while others say they trust them less.

The consumer takeaway

Consumers understand that prices sometimes need to rise. In fact, the Omnisend survey found some Americans are willing to accept higher prices when they're tied to things such as better quality, higher worker wages, or increased ingredient and material costs.

What frustrates shoppers is paying more without realizing they're getting less.

So don't judge a deal by the sticker price alone.

Look at the quantity. Check the unit price. Examine the fees. Question the "sale." And every once in a while, reconsider whether the brand you've bought for years is still earning your money.

Your team may be winning, but your wallet is losing

• Nearly half of sports fans have gone into debt for their fandom, and almost one in four are currently carrying sports-related debt.

• Football is driving much of the spending, with 55% of fans saying NFL and college football account for at least half their sports budget.

• Set a season spending cap before kickoff, including tickets, streaming, merchandise, betting, food, and other game-day costs.

Football season is almost here, and if you're already eyeing tickets, considering NFL Sunday Ticket, or shopping for a new jersey, you might want to check your bank account first.

A new National Debt Relief survey of 2,000 U.S. consumers found 47% of sports fans have gone into debt to support their fandom, and nearly one in four are currently carrying sports-related debt. Even more concerning, one-third say spending on sports causes financial stress for their household.

And we're not talking pocket change.

Nearly three in 10 sports fans expect to spend more than $1,000 on sports in 2026, while one-third expect to spend between $250 and $499.

With football season arriving, those expenses could accelerate. Fifty-five percent of fans say NFL and college football will account for at least half of their sports spending.

Here are some ways to keep your fandom from becoming a financial problem.

Figure out what your team actually costs you

The problem with sports spending is that it rarely arrives as one big bill.

There are your streaming packages, fantasy league entry fees, tickets, parking, concessions, merchandise, betting, and money spent watching games with friends.

Individually, each expense might seem manageable. But when you combine them over an entire season, it can get surprisingly expensive.

Try this: Look at what you spent on sports last season (approximately) and divide that number by 12. Then decide whether that monthly amount still makes sense for your budget.

Give yourself a season salary cap

NFL teams have salary caps they adhere to, and your household probably needs one as well.

Decide how much money you want to reasonably spend before the season officially kicks off, without carrying a credit card balance.

For example, if your limit is $600 for the season, you might choose between attending one expensive game or several cheaper experiences rather than buying tickets impulsively.

Once the money is gone, consider your spending to be done.

Don't finance your fandom

One particularly interesting finding from the survey: Sports ranks fifth among things Americans say they'd be willing to go into debt for, behind travel, gifts, shopping, and eating out. Twenty percent said they'd consider taking on debt for sports.

That's a good place to draw a financial line.

Tickets and jerseys obviously aren't emergency purchases. So if you're putting them on a credit card you can't pay off, the interest can make an already expensive game or merch purchase way more expensive.

The survey also found Buy Now, Pay Later is becoming more popular for sports purchases among younger consumers. But before using BNPL, ask yourself a simple question: Would I still buy this if I had to pay the entire price today?

Pick your splurge

You don't have to stop spending money on sports. Instead, decide what actually matters most to you.

If attending games is your thing, consider cutting back on merchandise or streaming packages. If you love watching every game from home, perhaps skip expensive tickets.

Spreading money across every part of fandom is how a manageable hobby can quietly become a four-figure expense.

The consumer takeaway

Sports are supposed to be entertainment, not another monthly bill causing financial stress.

And with 62% of Americans spending money on sports and 29% of fans expecting to spend at least $1,000 this year, it's worth knowing your number before kickoff.

Create one sports budget that includes everything like tickets, streaming, merchandise, betting, fantasy leagues, food and parking. If you can't pay for it without carrying debt, your team just exceeded your salary cap.

New research finds connections between nicotine use, anxiety, depression, and other symptoms

• Nearly 80% of nicotine-using girls in one study reported clinically relevant anxiety symptoms.

• Researchers found mental health concerns among teens who used both traditional tobacco and newer nicotine products.

• The studies found associations, but researchers say they cannot yet determine whether nicotine directly causes mental health problems.

Nicotine use among teenagers has changed in recent years, with products ranging from traditional tobacco to e-cigarettes and tobacco-free nicotine pouches. Now, three studies from the University of Gothenburg are raising questions about how nicotine use may be connected to mental health during adolescence.

The research found that adolescents who use nicotine were more likely to report symptoms of anxiety, depression, and other mental health concerns than those who did not use nicotine. The differences appeared particularly pronounced among girls.

Importantly, the researchers say the findings do not establish a cause-and-effect relationship. Other factors including stress, socioeconomic circumstances, alcohol use, other substance use, and individual vulnerability may influence both nicotine use and mental health.

How the research worked

The findings come from several studies that looked at the relationship from different angles. In one, researchers surveyed nearly 3,000 Swedish high school students about nicotine use and mental health symptoms.

Another study followed approximately 1,500 adolescents in southern Sweden over time, tracking them from lower secondary school through high school. This allowed researchers to examine how changes in tobacco use corresponded with changes in mental health and other symptoms.

The researchers also conducted experiments involving rats to explore what nicotine might do in the brain. They focused on the amygdala, a brain region involved in emotional regulation and responses to stress.

Together, the questionnaire studies, long-term follow-up, and animal experiments provided several types of evidence to examine the potential connection.

What the findings could mean

The results showed some notable differences. In the study of nearly 3,000 students, almost 80% of girls who used nicotine reported clinically relevant anxiety symptoms. The associations appeared with both traditional tobacco products and tobacco-free nicotine products, including nicotine pouches and e-cigarettes.

Among the adolescents followed over time, depressive symptoms and suicidal thoughts were more common among those who smoked. Girls who increased their tobacco use were also more likely to experience worsening sleep problems, anxiety, low mood, and concentration difficulties.

We see clear differences between girls and boys, with girls who smoke appearing to be particularly vulnerable, researcher Johanna Andersson said in a news release. At the same time, we need a better understanding of how nicotine pouches affect mental health, especially among adolescent girls, where the use of nicotine pouches has increased so rapidly.

The animal research may offer a possible biological explanation: nicotine altered communication between neurons and caused lasting changes in brain activity, with the strongest effects seen in female rats.

Still, the researchers stress that more work is needed. The findings raise questions about nicotine's effects on the developing brain and whether adolescent girls may be particularly sensitive, but they don't prove that nicotine itself causes mental health problems.

One of the key findings is that we see similar patterns across several different studies using different types of data. However, we still cannot determine cause and effect. The animal studies demonstrate biological changes in the brain that could contribute to increased vulnerability to anxiety and stress-related symptoms, researcher Louise Adermark said in the release.