Tim Hortons on Monday relaunched its annual Roll Up To Win promotion in the United States, offering customers a chance to win prizes ranging from free coffee and doughnuts to travel packages and consumer electronics.

The promotion runs through March 22 and includes more than one million food and beverage prizes, along with gift cards and Tim Rewards points. Larger prizes this year include a Cirque du Soleil Las Vegas VIP package, Nintendo Switch 2 gaming consoles, Oura Ring 4 wellness trackers and gift cards from brands such as Uber Eats and Shell. No purchase is necessary to enter, according to the official rules.

First introduced in 1986 as Roll Up The Rim To Win®, the campaign has become one of the company’s signature marketing events in both the United States and Canada, distributing millions of prizes annually.

“Launching Roll Up To Win® every year continues to be a way for us to thank our loyal guests,” said Maria Posada, vice president of marketing. She added that even smaller rewards — such as a free coffee or doughnut — are designed to “celebrate everyday wins.”

Customers can participate digitally through the Tim Hortons app by purchasing eligible items, including hot or cold beverages, breakfast sandwiches, wraps, avocado toast or Omelette Bites. Delivery and catering orders placed through the app also qualify. Users must have a free Tims Rewards account to receive and reveal digital rolls.

In-store customers can also participate by rolling up the rim of specially marked medium, large or extra-large hot beverage cups for a chance to win instant food and beverage prizes, while supplies last. Guests who scan for rewards in the app may receive both a physical and a digital roll for eligible purchases.

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According to the company, odds of winning a cup-based prize are approximately 1 in 8 for medium cups and 1 in 6 for large and extra-large cups. Digital rolls must be revealed by early April, and prize claims are subject to verification.

The campaign underscores the chain’s continued investment in blending in-store traditions with app-based engagement as quick-service restaurants compete for customer loyalty in a crowded market.

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Financial pressure is reshaping not only what Americans buy, but how they feel about spending.

A new survey from Omnisend, based on responses from 1,072 Americans, found that 66 percent have switched to cheaper products in the past year, 60 percent abandon online shopping carts in the hope of getting a discount, and 44 percent admit to hiding an online purchase from someone in their lives.

Taken together, the findings suggest that tighter household budgets are driving both behavioral and emotional shifts. As more consumers trade down to less expensive brands and delay purchases in search of deals, spending decisions appear to carry greater psychological weight.

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Secrecy and Justification

Among those who said they had hidden an online purchase, 21 percent cited a spouse or partner as the person they concealed it from. Fourteen percent said they hid purchases from children in the household, while 12 percent pointed to parents or friends.

When asked why, respondents offered a mix of financial and emotional reasons: 17 percent said the item was expensive, 15 percent described it as unnecessary or impulsive, and another 15 percent said it felt personal or embarrassing.

Deal-driven shopping may be intensifying that tension. Fifty-eight percent acknowledged buying something primarily because it seemed like a good deal, even if it was not needed.

“People are feeling more accountable for every dollar, especially at home,” said Marty Bauer, an e-commerce expert at Omnisend. “When money is tighter, purchases carry more weight.”

Trading Down

Two-thirds of respondents said they had switched to cheaper alternatives either often or occasionally over the past year. Among them:

• 57 percent chose lower-priced brands
• 46 percent opted for private-label or store brands
• 29 percent selected simpler products with fewer features
• 26 percent purchased second-hand or refurbished items

Only 7.5 percent said they responded to higher prices by simply buying less rather than substituting.

For many shoppers, discovering that a lower-cost product performs adequately can permanently alter brand loyalty, Bauer said, as consumers recalibrate their expectations.

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Waiting for the Real Price

Price sensitivity is also reshaping how Americans navigate online checkouts. Half of the respondents said they wait for sales or promotions before buying. Forty-three percent compare prices across multiple websites, and 40 percent search for discount codes before completing a purchase.

Sixty percent reported abandoning carts at least occasionally in anticipation of a follow-up discount or reminder email. Nearly 19 percent delay purchases even when they intend to buy.

Years of aggressive online promotions have conditioned shoppers to assume that the first price is rarely the final one, Bauer said. Waiting has become embedded in the purchase journey — and paying full price can feel like a misstep.

In an environment of economic uncertainty, the psychology of shopping appears to be evolving alongside household budgets, with thrift increasingly shaping not just transactions but the emotions surrounding them.

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