In just six months, the share of men who search for coupons or promotional codes online rose 9 percentage points, from 34% to 43%. Thirty-nine percent say they are purchasing more store or private label products instead of national brands. “What we’re seeing is a more active approach to saving money,” said Rebecca Brooks, CEO of Alter Agents. Thirty-nine percent of higher-income households report purchasing more private label products, nearly identical to the 41% of lower-income households doing the same. Nearly half of Boomers (49%) say they are purchasing more private label products, compared with 25% of Gen Z consumers.