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Consumers Are Spending More On Products That Save Them Time
“Just take it and leave me here.” // Illustration by Kate Walker
Americans are increasingly paying what Bloomberg calls an “adulting tax” — spending more on services or products that let them get more done in less time.
Why It Hits: Bad news for a generation raised on the productivity gospel — we’re still busier than ever. For those with a little disposable income, splurging on things that can save you an hour of your day from chores so you can focus on what you want to do has become the new luxury purchase.
Behind The Purchases: You know the age-old saying — “time is money.”
Despite cost-cutting, brands are realizing it’s a better investment to create pricier products that make things easier rather than cheaper ones — especially those that offload tasks considered “drudgery,” like housekeeping and cleaning.
In fact, a 2024 Morgan Stanley survey found that consumers (especially young people and those who make over $100,000) will spend an average of 5% more on products and services that offer extra convenience.
Recent hit products include washer/dryer combos from GE and Samsung, fast-assembly furniture from Home Depot, and a service to put delivered groceries away for you from Walmart.
And other countries are in on the trend, too. South Koreans use a “styler closet” that deodorizes, steams, and dries clothing with the push of a button, while Indians are embracing ultra-fast delivery services.
Final Receipt: Bloomberg notes that the hot new descriptor for consumers right now is “choiceful” — meaning people are trying to save money across the board but will spend more on specific items that have an outsized impact on their lives, especially those considered “time-saving.” That makes sense, given that market research firm NIQ found a 4% increase in Americans who would rather have more time than money.
Free time may be the new social currency.
Next Order: Prepare for the next round of consumer startups to focus on innovating “boring” tasks.
Together with Kurv
Here Comes Christmas… The Season of Payment Stress
Merchants don’t want rising processing fees and fraud attempts eating into their margins when customers are checking off their Christmas lists.
That’s why many are turning to Kurv — the provider keeping swiped, keyed, and online rates below 3%, even during the busiest stretch of the year.
Why it matters: December brings higher volume, faster checkout expectations, and a spike in suspicious activity. Kurv’s quick onboarding, real 24/7 support, and fraud controls make the transition feel smooth instead of chaotic.
The bottom line: After four decades in payments and millions of weekly transactions, Kurv is becoming the quiet cost-saver that merchants rely on to survive the holiday push without paying for it in January.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.