Do You Refuse to Shop if There Isn’t a Sale? You’re Not Alone

We all like a deal, right? We’re always looking for a sale. And some of us are pretty stubborn about it.

Here’s proof: Nearly half of American women won’t even enter a retail store unless there’s a decent sale.

That’s right. They won’t even walk into the store, thank you very much. They’ll just keep on walking.

This illuminating statistic comes to us courtesy of Footwear News and originates from a report by First Insight, an analytics firm focused on consumer data. The firm surveyed more than 1,300 people for a report titled “Markdown Mania: Consumer Perspectives on Retail Discounting Strategies.”

Here’s what we learned from the report:

• An eye-opening 45% of women won’t enter a store if there isn’t an advertised discount of 41% or more.

• The average shopper is willing to pay only 75% of full price for womenswear.

• Nearly 40% of shoppers will go to another store to find a cheaper price.

• Two-thirds of women would rather shop online, and 60% expect to find the biggest discounts there.

“Consider all of the real and made-up occasions retailers plan sales around: One-day sales, anniversaries, Singles Day, Black Friday, Veterans Day, Cyber Monday, Columbus Day, Back to School,” the report said. “With these constant sales in mind, why would consumers ever want to pay full price when another sale is right around the corner?”

That’s pretty tough news for brick-and-mortar retailers.

Big department stores like Sears, Macy’s, Kmart and J.C. Penney have been closing dozens of locations. So have mall chains like Aeropostale, American Eagle, Chicos, Finish Line, Men’s Wearhouse and The Children’s Place.

Here’s what else we learned: You’re far from alone in your search for deals, Penny Hoarder.

Your Turn: Will you go into a store if it’s not having a sale?

Mike Brassfield (mike@thepennyhoarder.com) is a senior writer at The Penny Hoarder. He buys everything on sale.

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