Study Says Consumers Shop at Discount Retailers Regardless of Age or Income
Almost all U.S. consumers are value-conscious shoppers who regularly visit discount retailers to find a bargain, according to the latest issue of the quarterly Consumer View report released today by the National Retail Federation.
“Looking for the best price is a habit that cuts across almost every demographic,” NRF Vice President for Research Development and Industry Analysis Mark Mathews said. “Regardless of income or generation, virtually everyone wants a bargain whether it’s for everyday necessities or big-ticket splurges. Even those who can afford to shop elsewhere love finding a ‘steal,’ and it’s a habit that’s here to stay.”
“Off-price and discount shopping took off during the recession as price-conscious consumers looked to save on everything from brand-name goods to everyday household purchases,” the report said. “Now, eight years into the economic recovery, consumers continue to hunt for deals and discounts.”
The survey of more than 3,000 U.S. adults found that 89 percent said they shop at various types of discount retailers. Of those, 58 percent reported shopping at dollar stores, 50 percent at off-price stores like Ross or T.J. Maxx and discount grocers like Aldi or Lidl...
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