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.'"

In 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.'”

"The 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 18."

"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%)."

"Val­ue 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.