Consumer Survey Reveals Generational Differences With Markdown Expectations

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First Insight Inc. polled 750 shoppers across key demographic cohorts.

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Ongoing markdowns in the department storeand mass merchant segments has conditioned consumers to always expect a discount, according to a survey by technology solutions firm First Insight Inc., which also found generational differences in regard to expectations about promotions.

In the poll of 750 shoppers, First Insight researchers found that 76 percent of Baby Boomers “will not pay full price when shopping for home electronics, home appliances, furniture, smartphones and vehicles.”

Researchers at the firm said it found that “widespread discounting by department stores and mass merchants was significantly influencing the expectations of discounts....

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baby boomers  millennials  Survey Results  markdowns  gen x  discounts