Faced with high prices, consumers opt for cheaper products.

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Call it the big trade down.

Consumers eager to save amid persistently high inflation are increasingly turning to cheaper goods and services.

Low priced items are accounting for a significantly higher share of online unit sales in numerous product categories compared to five years ago, according to Adobe Analytics data released today.

In personal care, the share of unit sales coming from the cheapest quartile of goods jumped 96% from January 2019 to April 2024, the firm found.

Similar jumps were seen in:

Personal care (+96%)

Electronics (+64%)

Apparel (+47%)

Home/garden (+42%)

Furniture / bedding (+42%)

Grocery (+33%)

“Within a category like groceries, the data showed that goods with low inflation saw revenue grow by 13.4%, while products with high inflation saw revenue drop by 15.6%,” Adobe reported.

A slew of companies have noticed the shift, including Amazon, where CEO Andy Jassy noted on an earnings call last week: “Customers are shopping but remain cautious, trading down on price when they can and seeking out deals.”