Why February's Shoppers Are More Cautious — And How to Convert Them

• The Data Point: Shoppers tend to be more budget-conscious in February than in other months of the year, according to PrettyDamnQuick’s data. They’re browsing more but spending 24% less, or doing the online equivalent of window shopping.
• Why It Matters: These shoppers may need a little extra push to move from browsing to buying.
• What to Do About It: Proactively reach out with automatically applied discounts, strategic email campaigns, and limited-time offers to reduce friction at checkout.

If December brings the frenzy around holiday shopping and January is the month of “treat yourself” spending, then February is when shoppers tighten their wallets and slow their purchase decisions.

The data proves it.

A look at PrettyDamnQuick data from February 2025 suggests that the typical shopper is significantly more budget-conscious this time of year. They’re browsing more but spending less, and coming off of the holiday season, they might not have a powerful incentive to buy.

If the pattern from 2025 holds, February’s shoppers look very different from January’s splurgers.

Here’s what we found in the data from PrettyDamnQuick, which powered 58.8 million orders and $9 billion in gross merchandise volume (GMV) in 2025.

More Visits From Shoppers Without a Coupon Code

Last February, more people made it all the way to the checkout page without using a coupon.

The share of traffic that came from couponless-shoppers rose from 59.6% in January 2025 to 65% the following month.

But Those Same Shoppers Spent Less Than the Month Before

On average, visitors browsing without a coupon spent 24% less in February than they did in January. Their average order value (AOV) fell from $328 to $249.

The increase in traffic coupled with the drop in spending implies that people are doing the online equivalent of window shopping. They might be researching future purchases or price-checking with no intention of committing. And the lower AOV suggests they’re buying smaller necessities, not big-ticket items.

Meanwhile, PrettyDamnQuick’s data showed no significant change in AOV or conversion rates for those shoppers who arrived at a site with a coupon.

The Smallest Carts Saw the Biggest Decline in Conversion

Overall conversion rates fell about 2% between January and February 2025. But looking at various cart sizes, orders under $100 saw the steepest decline.

Those carts saw conversion rates fall by 2.7%.

Why Ecommerce Slows Down in February

• Post-Holiday Hangover: A month into the new year, consumers may be feeling the strain of holiday spending and upcoming payment obligations.
• Promotional Calendar Gap: While January had New Year deals and gift card redemptions, there’s no comparable sales event in February.
• Tax Season Awareness: The beginning of tax filing season tends to make people more aware of their finances. Some become more cautious with their purchases.
• Lack of Gift-Giving Opportunities: True, some people do shell out for Valentine’s Day, but their spending tends to be limited in scope and only apply to certain categories like luxury goods and jewelry.

What to Do Next

• Bring the Deals to Them: These shoppers aren’t necessarily looking for deals, but they do need a reason to convert. Try homepage banners or apply discounts automatically at checkout to remove friction.
• Target Carts Under $100: These smaller carts are the most vulnerable to abandonment. Test incentives that push carts higher, like “Spend $75, Save $15,” or “Free Shipping Over $50.”
• Strategic Email Campaigns: Proactively reach out to browsers with exclusive offers, educational content, and product recommendations.
• Abandonment Recovery: Try exit-intent popups, or follow up with time-limited email or text offers to browsers who abandoned their carts.
• Emphasize Value, Not Steep Discounts: Highlight payment plans, price-match guarantees, or free returns. You could also compare your pricing to competitors’ to address shoppers’ budget concerns without hurting your margins.