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Discount retail study defies age, income assumptions

October 26, 2018 --


National Retail Federation,

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 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.”



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