Study: Most Americans Believe Brands Overcharge Amid Inflation

Why it matters locally: California consumers, facing some of the highest living costs in the nation, are significantly affected by the perceived overcharging by brands and 'shrinkflation' noted in this study, influencing purchasing decisions across the state.

CHARLESTON, S.C. — An Omnisend study published August 10, 2026, reported that 85% of Americans believe brands are using inflation as a pretext to raise prices excessively. This sentiment coincides with reports of increased living expenses affecting household finances. The study found that 56% of consumers have stopped purchasing from brands they once preferred. Researchers attributed this shift in consumer behavior to factors such as rising grocery prices and "shrinkflation," a practice where product sizes decrease while prices remain constant or increase. Consumers are reportedly seeking immediate financial solutions in response to these economic pressures. The research suggests that these market conditions influence purchasing decisions and brand loyalty among American shoppers.