For Free? Say No More. How Far Americans Will Go For Freebies

Nearly 8 in 10 Americans (79%) have started a free trial intending to cancel, only to forget and get charged. Nearly 9 in 10 (88%) have added items they didn't need to an online cart just to qualify for free shipping. And 65% have taken home extra condiment packets, napkins, or other items specifically to save money.

A new national study from Dimers, surveying 2,000 U.S. consumers, reveals how much Americans are willing to spend, wait, and even bend the rules to get a freebie.

Key Findings

• 79% have started a free trial intending to cancel, then forgotten and been charged.
• 88% have added extra items they didn't need to an online cart just to qualify for free shipping.
• 65% have taken home extra condiment packets, napkins, or other items specifically to save money.
• Americans spend an average of $45 a month on forgotten free trials, while the average charged in their single most expensive forgotten trial is $87.
• 41% created fake accounts, while 1 in 6 lied about their birthday.
• 1 in 6 Millennials downloaded 10+ apps to get discounts or offers

The Hidden Cost of "Free"

Free trials may be designed to get consumers through the door, but forgetting to cancel can turn a free offer into a recurring expense. According to the Dimers survey, 79% of Americans have started a free trial intending to cancel, only to forget and get charged.

Nationwide, Americans spend an average of $45 a month on forgotten free trials. The average respondent's highest-ever charge for a forgotten free trial is $87. 1 in 4 (25%) say they have accidentally remained subscribed to at least 1 free trial, while 1 in 8 have forgotten to cancel at least 2. And the cost varies significantly by state.

Washington has the most expensive free-trial habit in the country, with residents spending an average of $98 per month on forgotten free trials, followed by North Carolina at $90 and Texas at $76. When it comes to the highest single amount paid for forgotten free trials, Washington again comes out on top at $211, followed by New York and North Carolina at $161, and Georgia and Texas at $160.

When Free Samples Become a Meal

Forget coupons. Some Americans are willing to turn free samples into a full meal. Nearly 3 in 10 (29%) say they have eaten enough free samples to consider them a meal. And 65% say they have taken home extra condiment packets, napkins, or other items specifically to save money.

Younger generations are particularly willing to make a meal out of free samples. Gen Z leads the way: 40% say they have eaten enough free samples at a grocery store to consider it a full meal, compared with 28% of Millennials, 26% of Gen X, and 27% of Boomers.

The Free Shipping Trap

The pursuit of "free" doesn't stop at the checkout counter. Nearly 9 in 10 (88%) have added extra items they didn't need to an online cart only to hit the free-shipping threshold. And shoppers are willing to make other small sacrifices for a deal: 30% have signed up for a newsletter purely to receive a welcome discount, only to immediately unsubscribe or ignore it afterward. Meanwhile, 1 in 4 say they have pretended it was their birthday to claim a free item.

Breaking the Rules for a Freebie

For a discount or freebie, Americans aren't always afraid to bend the rules. 41% say they have created fake accounts to get a free offer, while 31% have sat through a long and boring sales pitch to get a discount or freebie. And some are willing to go even further. 22% have lied about their birthday. 16% have waited more than two hours in line for a free sample. 14% have dressed up in a costume to get a freebie.

Filling Their Phones for a Deal

Getting something for free can also mean giving up your phone storage. Among Americans who download apps for free items, sign-up rewards, or discounts, 33% say they have downloaded 3-5 apps. Meanwhile, 1 in 9 have downloaded 6-10 or more apps specifically to get a free item or sign-up reward.

Millennials are the most likely generation to fill their phones in pursuit of rewards: 25% have downloaded more than 10 apps solely to receive a freebie or sign-up reward, compared with 8% of Gen Z and 5% of Boomers.

The Loyalty Program Hustle

Americans aren't just chasing one-off freebies. They're also signing up for loyalty programs, discounts, and rewards at a remarkable rate. More than 35% of respondents say they participate in 3-5 loyalty programs at the same time, while 1 in 6 participate in 10 loyalty programs simultaneously. Millennials are also highly engaged with loyalty programs, with 18% participating in more than 10 loyalty programs.

The Time Cost of Free

The price of a freebie isn't always measured in dollars. 34% say they have waited less than 15 minutes for a free item or sign-up reward. Another 26% have spent between 15 and 30 minutes waiting in line, while 13% have waited more than an hour.

Americans are also willing to put miles on their cars for a deal. 29% have driven 15-30 minutes to get a discount or free item, while 31% have driven more than 30 minutes. And when it comes to free parking, Americans are surprisingly persistent: they are willing to circle the block an average of 5 times to find a free parking spot. In New Jersey, that number jumps to 9 times.

Americans may love the word "free," but Dimers' findings suggest that free often comes with a price, paid in dollars, time, fuel, phone storage, and effort.

Methodology

On September 1, 2026, Dimers surveyed 2,000 U.S. adults who were English speakers and residents of the United States. The sample included men (43%), women (55%), and non-binary respondents (2%), with an average age of 42. Respondents were surveyed about their consumer behavior, reactions to, and willingness to pursue freebies, free trials, offers, and discounts. The data were cross-referenced to compare consumer habits across generations. State-by-state breakdowns were also analyzed to identify regional differences in spending habits, the time and distance consumers were willing to spend pursuing offers, and specific amounts spent. The following states were excluded from the analysis due to insufficient data: Alaska, Arizona, Delaware, Hawaii, Idaho, Maine, Montana, Nebraska, New Mexico, North Dakota, South Dakota, Rhode Island, Utah, and Wyoming.

Dimers noticed that the appetite for sign-up rewards, loyalty perks and promotional offers also extends into online entertainment. Sweepstakes casinos, for example, have become another way consumers encounter sign-up offers, daily rewards and promotional currencies - part of a much broader rewards culture that now spans everything from shopping and food delivery to gaming and entertainment.