68% of Wealthy Australians Say They’ve Switched to Cheaper Products in the Past Year.

A new Omnisend survey of 1,091 Australian consumers finds that 68% of Australians earning $85,000 or more say they’ve switched to cheaper products in the past year.

Among high-income respondents who say they are trying to save money, many are doing so at higher rates than the general population:

• 39% say they have substituted name brands with store brands, compared with 27% of consumers earning under $85,000
• 20% say they’ve knowingly switched to dupes, versus 17% with lower income.

In addition, 22% of affluent respondents say they’ve bought second-hand or refurbished products, underscoring a broader shift toward price-conscious behavior.

“It’s not just about stretching tight budgets – even wealthier shoppers are evaluating brands and price points more critically. In many cases, store brands and affordable alternatives now deliver perceived value equal to premium options, and that’s reshaping expectations for how consumers choose what to buy,” said Marty Bauer, Ecommerce Expert at Omnisend.

Affluent Consumers Are Actively Seeking Deals

Six-figure earners aren’t just switching brands — many are also holding out for better prices. Among wealthy Australians:

• 59% say they abandon online shopping carts expecting a discount or reminder email.
• 31% say they started tracking prices over time before buying, versus 26% of lower-income consumers
• 42% say they stock up on essentials during sale periods, compared to 35% of those earning under $85,000

The findings suggest that paying full price is increasingly the exception, even for households with higher incomes.

“There’s a growing assumption that the sticker price isn’t the final price,” said Marty Bauer. “Once consumers get used to waiting for a sale or better offer, that becomes the baseline for every purchase, regardless of income. Brands are now competing not just on product but on timing.”