In four studies, we show that consumers’ savings can be increased or decreased merely by changing the way consumers think about their saving goals. Consumers can (a) either specify or not specify an exact amount to save (goal specificity), and (b) they can focus on either how to save, or why to save (construal level). We find that specific goals help consumers save more when the saving goal is construed at a high level, but non-specific goals help consumers save more when the saving goal is construed at a low level. We obtain the same pattern of results with anticipated saving success, goal commitment, and most importantly, actual savings. Mediation analyses reveal that specific (vs. non-specific) goals are perceived to be more important under high-level construal, and more difficult under low-level construal.