89% of Americans Shop at Discount Stores

by | 3 minute read

“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.'”

fact, 50.8% of Price Conscious Consumers have used a search engine
within the last six months to research a product before they even bought
it, according to AudienceSCAN. They’re likely using Google, as it’s the
preferred search engine of 89% of this group.

“’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.’”

survey of more than 3,000 U.S. adults found that 89% said they shop at
various types of discount retailers. Of those, 58% reported shopping at
dollar stores, 50% at off-price stores like Ross or T.J. Maxx and
discount grocers like Aldi or Lidl, 44% at outlet stores and 36% at
thrift stores.”

“Those discount models appeal to consumers across
age and income groups, with 89% of those making under $50,000 a year
saying they shop at various discount retailers along with 88% of those
making between $50,000 and $100,000 and 90% of those making over
$100,000. Bargain shoppers include 93% of both millennials (born from
1981 to 1994) and Generation Z (born in 1995 or later) over the age of

“There are regional differences among value shoppers, with
38% living in the South, 23% in the West, 21% in the Midwest and 18% in
the Northeast. They are almost evenly divided among men (47%) and women
(53%), and 46% have children.”

“Clothing is the product shoppers
are most likely to purchase at bargain retailers, cited by 75% of those
surveyed, followed by groceries (71%), home décor and furnishings (62%),
personal care and beauty products (60%) and electronics (52%).”

shopping is a way of life for those surveyed, with 43% going to a
discount grocer weekly, 66% visiting a dollar store at least twice a
month and 58% shopping at an outlet at least once a month. And 63% are
buying more items on sale than they did five years ago.”

“The report said value consumers are ‘willing to give up almost anything for the satisfaction of a good bargain,’ with three-quarters or more not expecting buy online/pick up in-store, free two-day shipping, product reviews or an ‘entertaining’ shopping experience.”

Price Conscious Consumers can be effectively targeted via digital advertisements. Last year, according to AudienceSCAN, 48.6% of this audience took action after receiving an email ad and 45% took action after either receiving an advertisement via text or seeing an advertisement on their mobile smartphone apps. About 39% also clicked on text link ads on websites last year. Traditional advertisements are also effective. Last year, 60.9% took action after seeing a TV commercial and 59% were motivated to action by ads or coupons they got in the mail.

AudienceSCAN data is available for your applications and dashboards
through the SalesFuel API. Media companies and agencies can access
AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.

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