Feb 1, 2026
If there’s a product that promises to save time on household tasks, many Americans are likely to pay up for it.
A recent Bloomberg report suggests the number of Americans who value time over money has grown by four percentage points since 2023 (1). This lines up with other findings, like a Morgan Stanley survey that shows people are willing to spend 5% more if they feel they’re getting more convenience (2).
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One eye-catching example of this trend is GE’s premium two-in-one washer-dryer unit. Even though it costs 66% more than standard GE washer and dryer models, the company can’t keep up with demand. As Bloomberg reports, this model has reportedly sold 10 times more than initial projections had forecast.
Other brands like Home Depot, Walmart and Samsung are following suit, placing a deliberate emphasis on tangible time savings for a premium price.
Morgan Stanley’s Michelle Weaver called this trend a “convenience premium,” adding that “companies selling products or services to simplify consumers’ lives or make the purchasing process itself easier will see the most benefit.”
What’s fueling the time-conscious consumer?
Ironically, this convenience premium comes at a time when more Americans are reigning in their expenses. According to Gallup, consumer confidence dropped to -30 in November 2025, the lowest it’s been since July 2024, when it came in at -35 (3).
Despite these low confidence numbers, customers seem to be willing to spend extra if companies can deliver on time-saving promises. Manufacturers and retailers increasingly recognize this desire, and while they’re tailoring their products to save minutes or hours, they aren’t targeting every demographic equally.
As Bloomberg’s report highlights, companies are focusing more of their attention on high-earners who are willing to make these purchases and drive revenue. This emphasis is more evidence of the post-pandemic “K-shaped economy” where the top 20% soar as the bottom 80% struggle with basic expenses.
But do these smart devices really save time and aggravation?
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According to J.D. Power, some of these devices may do the opposite. Researchers found that appliances equipped with Wi-Fi, Bluetooth or other “smart” connectivity features average 87 problems per 100 units, compared with 63 for non-connected models (5).
So, while smarter devices often advertise time-saving benefits, they may also introduce headaches like maintenance issues and software glitches.
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Time-saver or wallet drainer?
According to GE’s internal research, many people put off transferring wet clothes to the dryer for about 90 minutes (1). And while this insight led to GE’s successful washer-dryer combo, Americans seem to have bigger issues with other household tasks.
According to a Yelp survey, cleaning tile and grout, as well as the oven, are among the top cleaning activities that Americans hate the most. Other chores that make Americans cringe include organizing the garage, removing mattress stains and cleaning the pool (5).
But buying a premium machine to handle these tasks isn’t always a no-brainer. Some appliances genuinely deliver daily efficiency, but others fall into the “fun but hardly essential” bucket (think touchscreen refrigerators).
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A good rule of thumb: the more often you do a task, the more value you might get from automating it. A quick way to calculate the value of a big purchase is to estimate how many minutes an appliance will save you per week and multiply that by 52. Next, compare the annual time savings to the cost and see if it makes sense.
For instance, if a $1,500 machine saves you 40 hours a year, maybe that’s worth it. But if it saves you two hours total, it’s probably a shiny splurge.
There are also many lower-cost and lower-tech ways to ease the weekly chore grind. For instance, consider occasional professional cleaners or smaller gadgets that offer more affordable convenience — examples could include quick-wash countertop dish units, handheld vacuums or simple slow cookers.
Before you commit to any appliance or service, ask whether it’s genuinely solving a pain point. How often will you realistically use it, and could a cheaper version meet the same need.
Even though time is valuable, that doesn’t mean money is worthless. The best appliances are the ones that meaningfully lighten your load without emptying your bank account.
Article sources
We rely only on vetted sources and credible third-party reporting. For details, see our editorial ethics and guidelines.
Bloomberg (1); Morgan Stanley (2); Gallup (3); J.D. Power (4); Yelp (5).
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Eric Esposito is a freelance contributor on MoneyWise with an interest in financial markets, investing, and trading. In addition to MoneyWise, Eric’s work can be found on financial publications such as WallStreetZen and CoinDesk. When not researching the latest stock market trends, Eric enjoys biking, walking his dog, and spending time with family in Central Florida. Eric holds a BA in English from Quinnipiac University.
